Digital luxury experience: designing websites and mobile user interfaces for luxury streetwear brands

Abstract

This research paper investigates how luxury labels evolve to provide exclusive and interactive experiences online. It illustrates the opportunities and challenges of luxury brands in presenting their identity on digital mediums, particularly on website and mobile interfaces without compromising the 'identity of luxury'. Representative examples of web and mobile initiatives from different luxury labels are analysed to understand how the look and feel of 'luxury' can be communicated in a digital screen interface. This paper should serve as an introductory guide to designers who are interested in the subject of user interface, user interaction and branding in the luxury space.