Luxemosphere characteristics in luxury fashion e-commerce : Preserving the luxury atmosphere online

Sammanfattning: In today's society, the consumption of luxury goods online has increased rapidly over the last decade, and most luxury brands are established online. One of the main challenges is to offer a truly luxurious experience that every customer wants to have fulfilled, not only in a physical store but also online. Luxury brands need to know how to create the luxurious environment consumers expect while operating in the luxury online atmosphere. The challenge also involves exploring what elements the luxury atmosphere consists of. Therefore, the purpose of this study is to investigate which elements of luxury fashion e-commerce could provide a sense of luxemosphere. The data analyzed to find the necessary characteristics of the luxemosphere for luxury fashion e-commerce was retrieved by literature review, interviews, and were further explored by prototyping. Primarily the findings suggest that there should be significant differences between conventional and luxury fashion e-commerce. Mainly the study supports that layout, image, and chat are important elements of high relevance for the luxurious atmosphere. In addition, the findings bring forth the advantages that follow the use of an extravagant homepage. Furthermore, the study presents a summary of the core results as preliminary guidelines for achieving luxemosphere. The findings provide researchers, designers, and brand managers guidance for designing luxury fashion e-commerce. Further research is essential on different aspects and for a more conclusive development of the preliminary guidelines of luxemosphere for luxury fashion e-commerce.