News has come to us from Bloomberg that Italian fashion houses like Giorgio Armani SpA and Valentino Fashion Group SpA, are embracing the internet to boost revenue for this holiday season.
Recently, Armani created a Christmas website - www.armaninatale.com – where you can view both Giorgio Armani and Emporio Armani products and make a wish, which can then be shared on social networks like Facebook and Twitter. A very clever idea indeed. In fact, it’s something we would expect from Burberry, currently the most popular luxury brand on Facebook (see the MO Down on September 21 for more facts.)
According to Deloitte’s 2009 Christmas Survey, greater choice, avoiding crowded stores and having little time to shop were given as reasons to buy online. Being unable to touch or directly see the items was described as the main shortfall of the net.
Luxury shame was also mentioned as a factor that may be driving internet-based sales (see our report on 23 October for a detailed critique of luxury shame). And make sure you visit Armani’s Christmas website and make a wish…