It is sometimes hard to translate the off-line brand experience into an on-line world, especially if your products fit into the luxury segment of the market.
Customers expect the same level of service and the same level of brand experience that they would in your retail store.
How do you achieve this? It is imperative that your brand guidelines are reviewed to ensure that they are relevant to the on-line world. Then it is down to attention to detail in your e-commerce website to a degree that I rarely see when I am consulting.