The luxury brands has a niche market.

1. BRANDS

2. LUXURY BRANDS "I have the garden, the house, all this is beautiful. A house in Florida too … For me, I assimilate it [luxury] to comfort."

3. CRITERIA TO MEET THE LUXURY BRANDS

4. AUTHENCITY AND CONVICTION ICONIC STATUS GLOBAL CORE CHARACTERISTICS OF

5. A U T H E N C I T Y A N D C O N V I C T I O N A leading luxury brand must possess an authenticity and sustained conviction to qualities such as excellence, precision, craftsmanship, taste, and innovation that makes choice of brand exceptionally important for purchase.

6. ICONIC STATUS Leading luxury brands must be desired at a level that effectively precludes substitutes during the purchase decision. GLOBAL it must be global with at least 30 percent of sales volume being derived from markets beyond its home country and a presence in all the core markets of the Americas, Europe and Asia.

10. e -Luxury Brands Element

11. Visuals involve the use of tools and aids such as colour-scheme, video clips, slideshows, three dimensional product view, zoom facilities of whole and parts of products. Smellit’s become possible for online consumers to have a whiff of scent while shopping on the Internet. Sound It’s used to stimulate different feelings in the subconscious of the shopper through music type, volume, pitch, tempo.

12. Usability is the backbone of a website and crafts the online experience through navigation and interactivity Personalization In the present ‘Generation Me’, society, every consumer desires to be recognised as important, treated with respect and provided with personal attention. General e-retailers such as amazon.com and Britain’s tesco.com have mastered the art of online customer page personalization.