How do luxury brands adapt online, while maintaining an air of sophistication? According to Vic Drabicky, director of international and vertical market development at Range Online Media, the key is to build a solid foundation and a predictable online strategy to base all other efforts on. “Set clear goals,” said Drabicky, who has worked with brands such as Burberry, Hermès, Juicy Couture and Neiman Marcus online. “Base the foundation on data, consistency and predictability.”
Drabicky noted an online strategy isn’t about spending more — it’s about maximizing the time there and making sure the message is reinforcing the brand’s values. “Remember how the brand made it to today,” he added. “Luxury brands need to build an online strategy, since online sales continue to grow and affluents are online.”
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"