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一些业内人士认为,2010年可能是一个“财富分水岭”。许多品牌都因为经济不景气而导致销售急剧下降,促使他们不得不重新考虑数字营销策略,并准备放手打算在网络上大干一场,以弥补之前的损失。像Valentino、Emilio Pucci以及Jil Sander这些牌子以前对网络销售一直持有怀疑的态度,但是现在却相反,这些牌子乐意在网上销售自己的产品,而且网上销售成功的例子大有人在,意大利Yoox为阿玛尼与华伦天奴等品牌运营网站,网上销售情况就很不错。美国Marc Jacobs时装公司也推出了网上商店,出售旗下的香水和配饰的产品。Chanel一直坚持不在网上进行销售,公司的首席设计师Karl Lagerfeld曾经说过这是出于品牌保护的目的,他认为网络销售不能给予消费者在精品店中消费的体验,从而打破消费者原来对于奢侈品的感觉;而如今Chanel已经改变主意,正在着手建立一个电子商务平台。一开始,Chanel计划只在网站上出售香水,以后还有可能在网上销售眼镜以及配饰。
Some industry insiders believe that 2010 may be a “watershed of wealth.” Many brands have experienced drastic declines in sales due to the economic downturn, prompting them to rethink their digital marketing strategy and be prepared to let go of the network to make up for their losses. Brands such as Valentino, Emilio Pucci and Jil Sander have historically been skeptical of online sales, but on the contrary, these brands are happy to sell their products online and there are plenty of examples of successful online sales. Italy Yoox is Armani With Valentino and other brands operating Web site, the online sales situation is very good. Marc Jacobs fashion company in the United States also launched an online store, selling its perfume and accessories products. Chanel has always insisted not online sales, the company’s chief designer Karl Lagerfeld once said that this is for the purpose of brand protection, he believes that online sales can not give consumers the experience of consumer spending in boutiques, which broke the original consumer for luxury Feel the product; and now Chanel has changed his mind, is embarking on the establishment of an e-commerce platform. In the beginning, Chanel plans to sell perfume only on the site, and later may sell eyeglasses and accessories online.