A bracelet worth £525 and a £10 water bottle decorated with a print are among the items the Victoria and Albert Museum hopes to tempt you to buy from its online shop.

The recession is forcing museums and galleries to look for other ways to make money and one of these is online sales. David Gilbert, chair of Culturelabel.com, a commercial website, sees a lot of potential to profit from this market. "E-commerce is still relatively new in the cultural sector," he says.

Museums and galleries are starting to think more commercially. They are increasingly more aware of branding and advertising and that means that culture and commerce are now more closely linked.

Mr. Gilbert hopes that combining museums’ products will increase their impact. The creation of a large online museum shop will broaden this type of product’s appeal and attract new audiences. Last year, for example, while the iPhone topped a list of 100 cool brands, in a poll of the British public, The Tate Gallery was listed 12th, and the V&A, British Museum and Design Museum also featured on the list.

A bracelet worth £525 and a £10 water bottle decorated with a print are among the items the Victoria and Albert Museum hopes to tempt you to buy from its online shop.

The recession is forcing museums and galleries to look for other ways to make money and one of these is online sales. David Gilbert, chair of Culturelabel.com, a commercial website, sees a lot of potential to profit from this market. "E-commerce is still relatively new in the cultural sector," he says.

Museums and galleries are starting to think more commercially. They are increasingly more aware of branding and advertising and that means that culture and commerce are now more closely linked.

Mr. Gilbert hopes that combining museums’ products will increase their impact. The creation of a large online museum shop will broaden this type of product’s appeal and attract new audiences. Last year, for example, while the iPhone topped a list of 100 cool brands, in a poll of the British public, The Tate Gallery was listed 12th, and the V&A, British Museum and Design Museum also featured on the list.

A bracelet worth £525 and a £10 water bottle decorated with a print are among the items the Victoria and Albert Museum hopes to tempt you to buy from its online shop.

The recession is forcing museums and galleries to look for other ways to make money and one of these is online sales. David Gilbert, chair of Culturelabel.com, a commercial website, sees a lot of potential to profit from this market. "E-commerce is still relatively new in the cultural sector," he says.

Museums and galleries are starting to think more commercially. They are increasingly more aware of branding and advertising and that means that culture and commerce are now more closely linked.

Mr. Gilbert hopes that combining museums’ products will increase their impact. The creation of a large online museum shop will broaden this type of product’s appeal and attract new audiences. Last year, for example, while the iPhone topped a list of 100 cool brands, in a poll of the British public, The Tate Gallery was listed 12th, and the V&A, British Museum and Design Museum also featured on the list.

A bracelet worth £525 and a £10 water bottle decorated with a print are among the items the Victoria and Albert Museum hopes to tempt you to buy from its online shop.

The recession is forcing museums and galleries to look for other ways to make money and one of these is online sales. David Gilbert, chair of Culturelabel.com, a commercial website, sees a lot of potential to profit from this market. "E-commerce is still relatively new in the cultural sector," he says.

Museums and galleries are starting to think more commercially. They are increasingly more aware of branding and advertising and that means that culture and commerce are now more closely linked.

Mr. Gilbert hopes that combining museums’ products will increase their impact. The creation of a large online museum shop will broaden this type of product’s appeal and attract new audiences. Last year, for example, while the iPhone topped a list of 100 cool brands, in a poll of the British public, The Tate Gallery was listed 12th, and the V&A, British Museum and Design Museum also featured on the list.

A bracelet worth £525 and a £10 water bottle decorated with a print are among the items the Victoria and Albert Museum hopes to tempt you to buy from its online shop.

The recession is forcing museums and galleries to look for other ways to make money and one of these is online sales. David Gilbert, chair of Culturelabel.com, a commercial website, sees a lot of potential to profit from this market. "E-commerce is still relatively new in the cultural sector," he says.

Museums and galleries are starting to think more commercially. They are increasingly more aware of branding and advertising and that means that culture and commerce are now more closely linked.

Mr. Gilbert hopes that combining museums’ products will increase their impact. The creation of a large online museum shop will broaden this type of product’s appeal and attract new audiences. Last year, for example, while the iPhone topped a list of 100 cool brands, in a poll of the British public, The Tate Gallery was listed 12th, and the V&A, British Museum and Design Museum also featured on the list.