What is this fear of associating the world of luxury and of the digital?
Nowadays brand uses the internet with caution.
Luxury groups remain cautious about the use of the internet to boost their sales. Communication and digital marketing have become an essential tool for building brand strategies, but online sales can damage the image of exclusivity and scarcity of luxury goods, and are by definition at odds with the hyper-luxury concept and customization services.
Fears of brand dilution generally limit the expansion of luxury groups on e-commerce sites.
The new work houses, is therefore whether, handle with dexterity internet offered mass consumer image with the image of luxury goods, rather selective in their consumption.
“Luxury means to live free of conventions and expectations.” – Anton Wolfgang Count Faber-Castell.