Digital channels and distribution in the luxury goods market
Mosca, Fabrizio
Digital channels and distribution in the luxury goods market - 2020.
8
This paper focuses on distribution strategies in the luxury brand market and digital channels. With the evolution of new technologies and new devices such as smartphones and tablets, companies operating in the high-value market have begun to embrace digital channels as a part of their distribution strategies. However, little research has been done regarding luxury brand companies and the new distribution models available online. By analyzing the distribution strategies implemented online by well-known luxury brand companies, this paper aims to demonstrate that companies operating in the luxury brand market have overcome their skepticism about the use of digital technologies for selling products via online channels. In fact, thanks to new digital technologies, luxury firms are able to recreate online the same distribution models available offline, thereby responding effectively to new consumption habits and the needs of luxury brand consumers. JEL codes: M30, M31
Digital channels and distribution in the luxury goods market - 2020.
8
This paper focuses on distribution strategies in the luxury brand market and digital channels. With the evolution of new technologies and new devices such as smartphones and tablets, companies operating in the high-value market have begun to embrace digital channels as a part of their distribution strategies. However, little research has been done regarding luxury brand companies and the new distribution models available online. By analyzing the distribution strategies implemented online by well-known luxury brand companies, this paper aims to demonstrate that companies operating in the luxury brand market have overcome their skepticism about the use of digital technologies for selling products via online channels. In fact, thanks to new digital technologies, luxury firms are able to recreate online the same distribution models available offline, thereby responding effectively to new consumption habits and the needs of luxury brand consumers. JEL codes: M30, M31
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