Some luxury brands are reluctant to dabble in Facebook commerce for fear that it might degrade the brand's image, writes Kayla Hutzler. It's possible for brands to cash in without losing their cachet, however, if the brand produces a quality experience that plays up its aspirational aspects, Hutzler argues. "So long as everything on the site is done with the same quality and same consistency as the luxury brand would take with its branded Web site and flagship stores, its status will probably not decrease by partaking in social media," she writes.

Full Story:
Luxury Daily

Related Summaries