Option six limited eretail

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This e-retail strategy option recognizes the value of e-retail in specific markets while overlooking other markets. Luxury brands that adopt this option implement e-retail in a single or few markets and often leave an unfilled market gap in other regions with a ready online consumer population. Limited e-retail also provides a narrow range of products online, rather than the complete product range. This strategy is currently the most widely adopted by the few luxury fashion brands that have implemented e-retail. For example, luxury brands like Louis Vuitton, Gucci and Dior (Figure 6.11) have e-retail activities for a few markets while other brands like Giorgio Armani (Figure 6.12) and Herm├Ęs provide a limited range of products for their online boutiques although the brands have plans to extend their e-retail offers. However, the limited e-retail approach is akin to telling consumers that 'we know it is possible to make life easier for you but we won't'. This strategic option indicates a rather low level of commitment to e-retail.

Figure 6.11 Dior online store is available in France, UK and German markets and in the USA through eluxury.com (Spring 2006)

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Figure 6.12 Armani's US-only online store retails fragrance, cosmetics and timepieces; however, Armani products are sold on several other independent websites (Spring 2006)

Figure 6.12 Armani's US-only online store retails fragrance, cosmetics and timepieces; however, Armani products are sold on several other independent websites (Spring 2006)

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However, since the e-retail of luxury goods is still in its introductory phase, rapid expansion of e-retail by luxury brands is envisioned. Several luxury brands are currently evaluating the possibility of extensive e-retail operations.

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100 Fashion Tips

100 Fashion Tips

One of the most important things you need to take note of about becoming fashionable is to get fitter. Therefore, if you are carrying some extra pounds, then you should lose some of it soon. You can do it through dieting, working out, or a good combination of both. Find more fashion tips like this one within this guide.

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