Can a Luxury Fashion Brand Use E-Store and Still Keep Their Status and Exclusivity without Causing Brand Dilution - Thesis Example

The paper “Саn а Luхury Fаshiоn Brаnd Usе Е-Stоrе аnd Still Kеер Thеir Stаtus аnd Ехсlusivity withоut Саusing Brаnd Dilutiоn?“ is a  perfect variant on thesis on marketing. Most of the luxury brands are only using the web for communicating information instead of online distribution and only a few of these brands sell online. The question here is, is this the right choice? Could there be an advantage for these luxury brands if they start selling online? Will they still manage to keep the prestige of the brand?

I find this topic to be very intriguing because people nowadays are constantly browsing the Internet, whether social media or the web, through laptops or the use of smartphones. We are in a new age where everyone is doing their shopping online, yet, there are still luxury fashion brands that have been very slow in perusing e-commerce. Why do luxury fashion brands not use the online marketplace to its full potential?

PROBLEM STATEMENT
In the most recent 23 years, since the World Wide Web was invented in 1989, the Internet, as we know today, is an amazing place, and it has developed at an extraordinary pace. As indicated by research directed by Netcraft ltd., on March 1st, 2012, there were more than 640 million existing sites on the World Wide Web. Miniwatts Group directed Another examination in June 2009, expressing that around 1.67 billion individuals overall utilized the Internet once a day. Further research by Miniwatts Group, in December 2011, demonstrates that this number had developed to an amazing 2.26 billion individuals (2,267,233,742 to be precise). These insights change a few times each moment and take into account the fact that the internet is developing at a surprising rate. The development of the Internet has made another business sector platform and, as a method for data and retail conveyance, has given access to this large business sector of the online consumer and built up e-retail as a central part of the worldwide business. In recent decades, the scene of Luxury Fashion has changed essentially. In fact, as Okonkwo (2010) details, the scene has advanced from being exchange driven exercises, ruled by little and fruitful privately-run companies, turning into a global financial power with a solid structure and operational systems. It is controlled by three Luxury mammoths; LVMH, Richemont, and the Gucci Group. Indeed, even in this way, as per Mark Tungate, marking expert and creator of Fashion Brands: Branding Style from Armani to Zara (2008), "luxury brands have been slower than most to open the capability of e-retail." The target of this theory is to reveal some insight into the vital elements concerning e-retail of Luxury Fashion and also to give understanding to the perspectives and conclusions of Luxury Fashion buyers. It will cast a key perspective of how Luxury Fashion Brand supervisors can actualize a creative e-business methodology with the use of new hypotheses and ideas.

JUSTIFICATION
In light of the discourse above, the motivation behind this proposition is first to pick up a more profound and clearer comprehension of which impediments luxury design brands can be confronted with on the online commercial center. Also, to figure out how they can utilize this direct in their arena, to endeavor to comprehend the customers' demeanor towards e-retail, and the online commercial center, when purchasing Luxury Fashion items. The reason will be revealed by scrutinizing the accompanying research.