There’s nothing more valuable to a luxury goods company than brand value. Image and feel are everything. Quality, of course, comes into the equation, too christmas links of london . But whether we are buying a set of wine glasses from Waterford Crystal or a diamond ring from Tiffany & Co, it’s the thrill of exclusivity that gives us the familiar “buzz” or adrenaline rush.
So how do luxury goods companies maintain their presence on the Internet, without losing their priceless, incalculable brand value? After all, the Web’s very lack of exclusivity has revolutionised the way the world does business. Unfortunately christmas links of london on sale, its brash colours and crassly produced homepages don’t sit well next to Prada.
For all the Web’s low-brow, jingle-bell, down-and-dirty gimmickry, even the world’s most upmarket companies cannot afford to ignore it. This presents something of a dilemma for businesses that trade off their exclusive status.
From an e-commerce perspective, the Internet is a victim of its own success. It’s fiercely democratic, reaching out to the masses. But if the masses get the same hankering for Tiffany’s glittering line-up as, say, a New York dowager whose family arrived on the Mayflower Links Charms , she may be more inclined to take her business elsewhere.
One Tiffany executive recently summed up the challenge perfectly by saying most websites were like “the front page of a supermarket tabloid – 50 things going on at once with bells ringing”. It’s safe to say Tiffany.com will not rate its “10 sexiest rings!” or expose any jewellery-buying “love rats” on a web cam.
Indeed, when all around it lose their heads, Tiffany’s website is a quiet haven of tranquility. It keeps its pale blue signature colour, its font, its simplicity, its elegance Links Necklaces . In fact, it slows down the images of its jewellery and other gifts so they gracefully appear on the screen before disappearing as quietly as they arrived.