You cannot buy Prada shoes on Prada.com. In fact, there are no working links on the Web si
te. This is not a technical disorder. Since the late' 9Os, the site has been a single page, with only the name of the Italian fashion house and two photographs. No store locations or help numbers. Nothing. "I love Prada," ponders Nina Dietzel, president of Web-design company 300FeetOut. "But what's up with their 'site'？"
Prada claims a new Web site is "under development." But having a mysteriously useless home page, it admits, has an allure. It screams exclusivity: you can see, but you can't click. It's a uniquely Prada solution to this riddle: how to make your luxury brand work on the Internet without diminishing its value. In a sense, the Internet is antithetical to the "high touch" luxury experience. There is no indulgence by sales staff, and customers have come to see the Net as a path to cheap prices, not top-dollar goods. There's no velvet rope: anyone can place an order, or set up shop. That's why Prada strives to maintain the link between its name and the extravagant experience of shopping at stores like its $40 million New York flagship, designed by Rem Koolhaas.
Unlike Prada, most luxury companies can't afford to ignore the Web: in the United States, ecommerce accounted for $2.5 billion in luxury sales. That figure is expected to grow to $7 billion by 2010, says Forrester Research. It's still a small fraction of the total market compared to other retail sectors, but five years ago analysts said there was "no way" luxury would sell online. They were betting customers wouldn't pay that much on the Web, and top brands wouldn't go slumming in this bargain basement. One of the first high-end luxury retailers, Ashford. com, had many well-publicized struggles, with its stock dropping to near rock bottom in 2001.
Companies like Neiman Marcus that have strong catalog sales have made the transition to the Web more easily; online sales are the company's fastest-growing source of revenue. Swiss watchmakers Breitling and Patek Philippe have taken another tack with Web sites that offer only information, not sales. Breitling director of marketing Ben Balmer says a luxury brand needs to offer "a buying experience" that only a well-run store can provide. However, he notes that since 2002, it has presented 30 percent fewer catalogs in the United States, and seen sales rise more than 35 percent, thanks to exposure on the Internet. Prada may not need a working Web site after all.
In the first paragraph, the internet of Prada is mentioned to
A．stress the importance of Web Site.
B．emphasize the peculiarity of Prada.
C．introduce the topic of online sale.
D．solve the doubt of Nina Dietzel.
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