摘要
一些业内人士认为,2010年可能是一个"财富分水岭"。许多品牌都因为经济不景气而导致销售急剧下降,促使他们不得不重新考虑数字营销策略,并准备放手打算在网络上大干一场,以弥补之前的损失。像Valentino、Emilio Pucci以及Jil Sander这些牌子以前对网络销售一直持有怀疑的态度,但是现在却相反,这些牌子乐意在网上销售自己的产品,而且网上销售成功的例子大有人在,意大利Yoox为阿玛尼与华伦天奴等品牌运营网站,网上销售情况就很不错。美国Marc Jacobs时装公司也推出了网上商店,出售旗下的香水和配饰的产品。Chanel一直坚持不在网上进行销售,公司的首席设计师Karl Lagerfeld曾经说过这是出于品牌保护的目的,他认为网络销售不能给予消费者在精品店中消费的体验,从而打破消费者原来对于奢侈品的感觉;而如今Chanel已经改变主意,正在着手建立一个电子商务平台。一开始,Chanel计划只在网站上出售香水,以后还有可能在网上销售眼镜以及配饰。
A number of industry insiders believe that 2010 might be a watershed year. Since many brands are seeing a sharp decline of their sales due to the recession, the change of their digital marketing strategies tops their agenda. To make up the previous loss, they are working out a big plan in the internet. For example, Valentino, Emilio Pucci, Jil Sander and other brands those had held the doubtful attitude towards internet sales, are now glad to sell their products online and have set lots of successful cases. The websites of the brands like Armani and Valentino which are operated by Yoox Group, an internet retailing partner from Italy, enjoy good sales. Marc Jacobs also opened its online shop for perfume and accessories.
