A few years ago, the big luxury brands refused to sell online because they were afraid of damaging their brands. Indeed, online purchases were reserved for fast-fashion brands while big brands like Chanel wanted to keep their image of high-end exclusivity. But for some time now, luxury has entered a new era and opened its doors to a wider demographic. In June, Richemont (Cartier, Lancel, Chloé) announced the acquisition of Watchfinder.
A site for buying and reselling pre
wned luxury watches. Chanel, for its part, invested usa phone number data n Farfetch, a luxury goods sales platform with the aim of offering “personalized services” based on digital. A few months ago, LVMH also took its first steps into the world of online sales and integrated Lyst, a search engine dedicated to fashion. Why are these brands looking for a viable business model in online shopping?
It’s all about digital transformation in order
to reach an increasingly mobile, social and global yeezy 350 boost v2s population. Today, consumers have changed and so have consumption patterns: online sales represent 9% of the global luxury market. This share is expected to rise to 25% by 2025 thanks to millennials. Many of them prefer this type of purchase because it is faster.
simpler and more efficient. It has therefore become this problem generates another essential for major luxury brands to collaborate with pure digital players to meet future challenges. So, digital does not kill luxury, on the contrary, it pushes it to innovate. Particularly in the personalization of customer relations.
Brands can use data to enrich the customer experience and generate a stronger attachment to the brand. We just have to keep the luxury standard, for example by investing in “turnkey” applications. Keywords: luxury , digitalization , digital transformation Currently rated 2.6 by 5 people