Fashion Marketing: Contemporary Issues, Second edition - Pr School

142 Fashion Marketing
Table 7.5 Luxury items the respondents might buy online
Category %
Food/wine 37
Cosmetics 33
Accessories 24
Clothes 20
Jewellery 19
Decoration 17
Cars 10
Other items 11
Source: Dall’Olmo and Lacroix, (2003).
brands are aspirational. They are iconic designs. Design is the cornerstone of
the experiential marketing of luxury. The product has to reflect the quality of
the workmanship, the materials and be sensual to the touch. Communication
of the brand means advertizing in premium journals and papers, sponsorship
of events, viral marketing and placing the product in exquisite locations, so
that the consumer can be immersed in the atmosphere of luxury. Substantial
investment is made in marketing communications to maintain high levels of
awareness, typically advertizing budgets are between 6 and 12 per cent of
sales (Bruce and Kratz 2004; Jackson 2004). For instance, the LVMH group
estimates it now ranks in the top 3 in terms of media spending and editorials
versus in the top 10 previously. Celebrity endorsement associates the brand
with particular lifestyles and can help to reinforce the appeal to certain consumers
(such as Emma Thurman for LVMH; Madonna for Jean-Paul Gaultier
and Nicole Kidman for Chanel).
World-class retailers renowned for their luxury brands, such as Harvey
Nichols and Selfridges are revising their strategies, so as to meet with the
needs of suppliers and consumers to provide a shopping experience that is
personal and special. Relationship marketing through offering a personal
service maximizes the luxury experience (Financial Times, 26.3.05). Indeed,
‘experiential marketing’ (Hetzel, 2002) is recognized as being significant in
reinforcing the premium quality of luxury brands. Exclusive contracts for the
privilege of retailing luxury brands are one attempt to ensure that rarity and
special-ness is maintained. Also, such retailers operate as ‘brand police’ to
allow certain brands into their stores and to keep others out. If new vendors
fail to meet with their demands for service, display and product quality, then
their contract will be terminated.
With the growth of the Internet as another channel, Okonkwo (2005) asks:
‘is it realistic to imagine that the physical luxury retail store environment can
be replicated on the Internet?’ According to this business analyst, it is feasible
to transfer the prestigious atmosphere expected of luxury fashion brickand-mortar
stores to the e-boutique with elements like ‘visuals, sound, smell,
usability and personalization’. Her analysis is consistent with the Dall’Olmo