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How To Conquer The World

Jul 22, 2014
by Caroline Miller
A Lux Look for E-Commerce, Caroline Fairchild, coutoure goes internet, Yoos Group
2 Comments

The luxury fashion industry has been slow to warm up to the idea of selling their creations on the internet.  They fear that making their designs available with a click of a mouse will detract from the snob appeal of exclusivity.  And heaven forbid that designer labels should be found on Amazon.  Still, the lure of reaching a large market is of interest to any business.

Enter Italy’s Yoos Group.  Yoos Group is an online retailer catering to luxury brands, including Armani, Pucci, Alexander McQueen and the like. (A Lux Look for E-Commerce,” by Caroline Fairchild, Fortune, June 16, 2014 pg. 83.) Promotions through them have met with great success.  The 1 billion industry in 2003 has grown to 13.5 billion in 2013.  The secret to their success is algorithms.  The company has developed several to identify tastes of wealthy clients from different parts of the globe and to adjust prices accordingly. (Ibid, pg. 84) 

On the consumer side, this “tailored” approach is a welcome convenience.  Imagine the delight of a Texas cattle maven, separated from the nearest Pucci salon by hundreds of miles of tumbleweed, when she discovers she can purchase a gauzy gown with the click of a mouse.  Sure there’s no fawning salesperson to flatter her, but it’s a small price to pay for access.

 Most women love to shop and shopping via the internet is no exception.  Marilyn Monroe said it best:  “Give a girl the right shoes, and she can conquer the world.”

 Cinderella did.

designer shoe

Courtesy of www.topdesigning.com

 

 

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2 Comments
  1. Christine Webb July 22, 2014 at 8:21 am Reply
    Sorry, Caroline Miller, I may be one of the few exceptions to the rule. I am not an eager shopper. In fact, I avoid clothes shopping at any cost. Between sifting through the myriad of fashions designed for those 45 years my junior and the glaring stage lights that illuminate the broom closet sized dressing rooms, highlighting to the tiniest degree every part of my aging exterior, I would prefer finding myself adding a swimming hole to the back side of our chicken coop, any day. Glad, though, to see that everyone will have a more equitable opportunity to wear beautiful clothes. Wonder if Gucci makes anything in the size, Rhode Island Red?
    • Caroline Miller July 22, 2014 at 8:37 am Reply
      In this commercial world of ours, if you think of it, Gucci will create it.

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Contact Caroline at

carolinemiller11@yahoo.com

Portland, Oregon author Caroline Miller had distinguished careers as an educator, union president, elected official and artist/advocate.

Her play, Woman on the Scarlet Beast, was performed at the Post5 Theatre, Portland, OR, January/February 2015

Caroline published a serialized novelette, Marie Eau-Claire, on the website, The Colored Lens.  She also published the story Gustav Pavel,  a parable about ordinary lives, choice and alternate potential, on the website Fixional.co.

Caroline has published four novels

  • Ballet Noir
  • Trompe l’Oeil
  • Gothic Spring
  • Heart Land

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