Fashion

Will a Dot-Luxury Domain Make Your Brand More, Well, Luxurious?

Get ready to type longer URLs: the answer seems to be yes.

They say if you have to tell someone you're powerful, you're not. So if your company ends up using the new dot-luxury domain for its website, does that mean that you're not all that luxurious?

Because of the concern that we're running out of dot-coms for people to use, a new company called .Luxury will soon allow companies and individuals to register sites like, well, suits.luxury or shoes.luxury, instead of using dot-com or dot-net. (We'll admit here to doing a little eye-rolling when we first read this news in WWD on Wednesday.)

But even though pretty much any luxury company worth its expensive product lineup already has a dot-com, many of them have registered dot-luxury domains since it became an option about two months ago. Gucci, Hermès, Rolex, Versace, Salvatore Ferragamo, and Balenciaga have already registered their luxurious sites.

So who else should jump on this bandwagon? A few thoughts below.

Apple: Because if anyone tries to tell you that a MacBook Air or an iPhone isn't a luxury item, they're a damn liar.

Zappos Couture: Call us sticklers for the rules, but there's nothing in Zappos's vast product assortment that you can legitimately be called couture. But the retailer does sell lots of luxurious brands like Marc Jacobs and A. Testoni. Just based on the idea of truth in advertising, a name change (and a new URL) might be in order.

Radio Shack: Sure, you can buy a packet of 36 AA batteries here for under $25, but have you ever seen what the non-contract price tag on a smart phone looks like these days?

Target: After collaborating with the likes of Phillip Lim and Rag & Bone, we can make an argument for this big box store having an online home for its higher-end products.

The Principality of Monaco: There's a developer there who's about to bring a $400 million penthouse (reportedly the most expensive listing price in the history of real estate) to market. If that's not luxurious, we don't know what is.

—Details associate online style editor Justin Fenner.

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