Chapter 4Online, Offline or O2O?
The founding principle of NET-A-PORTER.COM was, and remains, to create a balance between content and commerce.
–Natalie Massenet
The Internet has become a major channel of distribution and/or communication for luxury brands that have chosen to invest in it – but their attitude towards the web has not always been easy. This chapter takes us through the twists and turns of the love/hate relationship that luxury brands have with modern communication technologies. We will use a defining event as a starting block: How did Yoox.com and its business model change the point of view of luxury brands on e-commerce?
If we wish to understand the cultural difference that exists between luxury and the Internet, we need to go back a few years to trace the evolution of this love/hate relationship. We will then come back to the current situation, where the Internet is used both as a means of communication and as a vector for e-commerce, a situation that will certainly continue to evolve in the years to come. We will also try and explain the complexities of digital marketing and lay out seven guidelines that any brand should respect on the Internet and social networks when it wishes to develop its online business.
From Yoox.com to the Merger with NET-A-PORTER.com
During the 2009 Milan Fashion Week, one person created a sensation: Federico Marchetti, the CEO of Yoox, who was given pride of place in the first row for all the shows.
How did he merit such an honour? ...
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