In Rock' n ' roll changing constantly cityToday the case could go back to square one Printing money it means clearly reflationThe next trilateral summit should be held in Poland in 2008 It providers to access to the Internet to do soSome appeared us particularly sémillantesonly for the damage caused to other road usersThe path that is both realistic and courageousBut the Government cannot claim victory so farFinally the restrictive and protective legal regime already defined by articles lIt was expected the marriage of the carp and the rabbit. It is rather an alliance in the wind which we invite the luxury and the Internet. Sweeping a click the a priori that luxury, synonymous with privilege and reserved for an elite, would be inconsistent with the World Wide Web, open to all and accessible everywhere, prestige brands have decided this year to join the Web for the best and... for the Sub. "So far, they used the Internet to their image." "After observing the travel segments, the deli and cosmetics, they realize the great potential of this distribution channel", analyzes Marc Lolivier, Delegate General of the Federation of companies (Fevad) remotely.
As their clients is the heart of market according to the study of the Crédoc for the Fevad last October: nearly 80 of the French whose revenues are higher than 4.500 euros buy regularly on the Internet, the proportion fell to 42 for income between 1,500 and 2,300 euros. Analysis of majors (which belongs to the group "Les Echos") played the fairy godmother by predicting that 70 of clients of luxury were purchased, or are considering purchasing, a very high-end Internet product. Sites of removal of claws broken as private sale or Brandalley priced also helped users increasingly more women to the luxury taste very little virtual. What reassure the sector industry, aware of the benefit to be drawn from such an alliance without to discredit.
Love at first sight is based on several ingredients. First element determining: the individual and direct relationship to the consumer allowed by the canvas. If, at first blush, the Net seems not very chic with its "low cost" approach and "mass market", it offers brands a size advantage: the possibility of a relationship individualized with the "consonaute". Perfumes understood first. They are now what reconnect with their past splendour and out of the spiral of commoditization. Evidenced by the site of Thierry Mugler, designed by Duke Interactive, by which the mark will address January 1 the consumer with the sale online. A first. "The idea is to offer an exclusive area, in which the site will be the only one to offer certain products and services", says Emily Rahimpour, interactive marketing project manager Thierry Mugler perfume.
The fan of a perfume may have access to its favourite juice to a litre giant format, as an exception object, or a collector again such as A Men to man, crowned of a bracelet of power. Parfums Christian Dior will also available for sale beginning of January on the Net. They are thus to prolong the career of their great juice as Miss Dior Diorissimo, often missing from linear distributors to make room for new.
Second advantage: the canvas avoids the intimidating world of shop and allows to its remoteness. "It's a way to escape the tyranny and arrogance of the vendors in is offering the hesitation time", Christine Santarelli, ruling Duke interactive fun. In Hermes.fr, some 60 new customers spend each day the click from the home page. Here, no more, but an effective merchant site opened a little more than a year. All products are present except for leather goods (bags are still lacking) and the articles size. "For us, it's one store like any other." The leader of the site manages its assortment. "In the United States, the site is the second sale of neckties and realize millions of dollars in sales", says Wilfried Guérand, CEO of Hermes Distribution.
Above all, the House of the Faubourg-Saint-Honoré understood how its site is part of the evolution of the consumption of luxury items: access to a target young, urban, seeking to avoid the crowding of the races of Mr and Mrs all-the-world. Same approach at Gucci, who opened his shop online France this fall, after a test finding in the United States.
Test the latest creations
Hence the third advantage of the Web: the recruitment of new customers but also wealthy than their elders and younger. Bernard Haziza, initiator of the site of the jeweller Edouard Nahum, saw an old customer of 35 to 50 years easily spend 3,000 to 5,000 euros on the site, putting in one year the part of the Web of 3 to 17 of the turnover. He is now preparing a platform for sale online for the most prestigious claws Firstluxe.
But direct sales intimidate still more than a claw. Witnesses, the magnificent sites of Van Cleef & Arpels or Chanel. If they were careful to transcribe an experience, they allow neither to buy nor even to consult with a price. A strategy in the right line from that scope in recent years by the French luxury homes, recalling completed barriers since by others. The more adventurous benefit today easy and "wired" Internet target to test their latest creations or do launches preview. Thus Dior, which the new model of handbag is to order online preview from publication in magazines.
Incredible services
Result: luxury brands will be able to offer new services in classical shop and boarding a range in the exceptional. The palette is infinite: speed of delivery (three hours for a Hermes tie); care packaging (box gift siglée Dior and Hermès); "click to call" in Chaumet for a confidential relationship by phone; jewel diamond designed bespoke website Adamence with three weeks of testing; or even bottle engraved with the initials of loved in Mugler. The Lucien Barrière Hotels chain prepares it also to implement line of ultra custom services to better prepare the stay: one week before arrival, sending an email from the hotel concierge advising client delivery every morning of his favorite newspaper, the preparation by the head of his favorite cake or even a show in the city for which it proposes to reserve places. "The goodies like wallpapers on which luxury brands had invested interest now barely 10 of Internet users." "More than 70 come see what's new and to seek the opinion of the creator," says Valérie Legat, Business Lab Director, Lucien Barrière site creation Agency. For the new company air top range the aircraft, it has developed a system for the passenger to select before his departure on the Internet the film he chooses to watch on the "digital player" to boarding. If, with this new partner, the luxury is moving from a culture produces a client culture and loyalty, it must develop a culture of service attractive and not seek to establish full view to the user, already dazzled by the mark.
