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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.”
This story first appeared in the September 30, 2009 issue of WWD. Subscribe Today.
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.”
He added the online experience is not about sales — it’s about great customer service and offering a more personalized product.
As for the future, Drabicky said waiting for the economy to improve is not a viable strategy. “Build plans that will evolve the brand,” he said. “Know where you want to go and how to get there. Be flexible because things will change and your plan should too. Stay true to your brand, build a predictable foundation and maximize each channel.”