Point of view: Luxury doesn’t 'do digital'

This article debunks the myth that the web is for bargain hunters and luxury doesn't 'do digital'.

Point of view: Luxury doesn't 'do digital'

Darika AhrensLDN Stock

There's a myth about luxury and digital. That luxury doesn't 'do digital'. Because the web is for bargain hunters. And luxury items must sell at top whack in a bricks-and-mortar store. Preferably while quaffing champagne as pixies sprinkle gold dust on the floor.

Okay, so the last bit isn't true; but neither is the myth. If luxury and ecommerce don't mix, someone should tell Net-A-Porter and Yoox. The two luxury retailers just merged to create a business with net revenues of £900+ million a year. Even if ecommerce doesn't...

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