《Luxury fashion branding》-CH 6 Digital luxury

Luxury Fashion Branding: Trends, Tactics, Techniques
作者：Okonkwo, Uche
出版社：Palgrave Macmillan
出版日期：2007年07月10日
語言：英文 ISBN：0230521673





在此試圖將《Luxury fashion branding》的第六章慢慢翻譯完畢，挑戰一下~

CH 6 Digital luxury P178
Luxury brands have been slower than most to unlock the potential of e-retail.they have struggle to overcome the challenge of making their digital environments as alluring as their stores.

Mark Tungate , writer and branding specialist and author of Fashion Brands:
Branding Style from Armani to Zara

奢華品牌開啟電子商務的潛能比大多數慢的多。他們必須設法讓他們網站如實體店面一樣迷人。

Mark Tungate ，作家、品牌專家和流行品牌的創始者： from Armani to Zara

The case for e-retail
Technology has definitely changed the landscape of consumer behaviour and the way business is conducted,including luxury fashion management.
科技必然已經改變消費者行為模式及生意處理方式，包括奢華流行管理。
The impact of digital revolution on consumers in the last ten years is over-whelming.
在最後十數年的數位革命對消費者的衝擊是壓倒性的。
The Internet has empowered consumers more than ever before and has elevated their product and brand expectations.
網際網路已經使消費者比以前提高更多的產品和品牌期待。
The Internet also provides online consumers with instant information,and lower switching costs in terms of time, information , product comparison and purchase.
網際網路也提供線上消費者立即的資料和依據時間比較低的資料轉變費用，產品比較和購物。
As a result,the task of retaining the attention and loyalty of consumers has become more challenging.
因此，保有費者的注意和消忠誠的工作已經變得更挑戰性。

The Internet as means of information and retail distribution has established e-retail as a core aspect of global business.
網際網路做為資料和銷售分配的方法已經使電子商務成為全球生意的核心。
E-retail is now an indispensable complementary sales channel for offline retail activities in several categories of goods ,including luxury fashion.
電子商務是現在數些種類產品包括奢華流行的離線零售活動不可缺少的搭配銷售通道。
It is also an effective avenue of enhancing brand awareness , reaching new markets and creating competitive leverage and differentiation for luxury brands.
這也是一個加強品牌意識，觸及新的市場和建立具有競爭力手段和分隔奢侈品牌市場有效途徑。
The internet provides a unique opportunity to access the huge market constituting of million of people than make up the online consumer population.
網際網路比起線上消費人口提供了一個獨特的機會訪問巨大的市場構成百萬的人來。


待續....