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...