The demand for luxury goods is continuously increasing. As the
population in most cities rises, the number of potential buyers
increases, too. Additionally, most social classes steadily grow
wealthier which is why more people can afford luxury goods. Still,
luxury brands stand for exclusivity, elegance and scarcity. But in the
recent past, a conflicting development changes traditional business. The
innovative approach of digitalization exerts pressure on luxury brands
and still is determined as one of the most influential trends in the
whole industry. The internet is accessible to everyone and represents a
retail channel that sells mass products at discounted prices. Luxury
industry has to find possibilities to manage the growing phenomenon of
e-commerce while preserving the brand image from dilution. But how can
the luxury industry benefit from the technological innovation? Is it
possible to integrate this growing and profitable mass market channel
into the privacy of the exclusive luxury strategy? Anastasia Sobolev
examines how the incongruences between the internet and the luxury
industry can be solved. She develops an e-commerce model which offers
useful solutions for luxury brands in order to expand their distribution
network. In this book: -luxury industry; -e-commerce; -digitalization;
-luxury brands; -mass media
