After 10 years selling LVMH brands like Marc Jacobs and Emilio Pucci, online e-tailer eLuxury, shuts down its commerce functionality and relaunches today as a ’social media’ site devoted to the world of luxury. I wondering what they mean by a ‘social media’ site. Perhaps they didn’t want to call it a blog or a social network, but we shall see how it will shape up once they start adding content by their global team of curators, contributors and users. My take is that they are going to have a very well designed blog in which readers will be able to comment and vote on the content in addition to having accounts on Twitter and Facebook. For now, eLuxury will feature a quote of the day on the homepage and collect emails (sign up to be an insider).
This is a very interesting move by LVMH in which the advertiser becomes the publisher and therefore a potential competitor to the traditional publications that depended heavily on LVMH advertising dollars. It will be interesting to see who will win the battle for attention. I already signed up to become an insider and can’t wait to see what comes next on eLuxury!
DailyDolce: The new eluxury.com is going to be a social media site dedicated everything awesome! (fashion, food/wine, beauty, music, entertainment etc.)
ELuxury: Fashion Publisher
ELuxury: from E-commerce to Fashion Publisher
Twitter Followers: 3,655 (since May 2008) Facebook Fans: 1,155 What people are saying on Twitter right now about the new eLuxury: