Luxury facing the digital

Luxury facing the digital

Contrary to what is said too often, the actors of luxury are not afraid of digital. In reality they fear an excess of success. Put on sale on the net an iconic Chanel bag is to double sales. But is it good for the brand? Another problem on the Internet, it is very difficult to distinguish between true and false luxury luxury, in the mass and prestige called “bridge” brands. Anyone can create a beautiful site. If Chanel doubled its sales over the Internet, how this great house she will keep pace while his model is based on rarity, a real rarity, not just immaterial: a rarity ingredient, attentive and manual.

 

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Manon Le Corre

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2015-12-08T20:38:58+00:00