I have been doing a lot of research lately on that unbreakable love story between luxury and digital. Both of these industries are huge ! Luxury global market exceeded €850 billion last year, and is still growing at 7% per year. A lot of people thought that the luxury sector was monotonous, and that disruption was not welcome. Digital just proved all these people wrong. And no need to repeat how digital is transforming different industries. Luxury is surprising all of us, day after day. Brands are being extremely creative. They are using all the different tools digital is offering them, putting brand content and customer experience at the heart of their strategies. Burberry, was a pioneer in this area. They were the first ones to grasp the digital opportunity. Actually, digital saved the brand that was growing old.
In her article, Anaelle perfectly explains the different aspects of the digital transformation of top luxury brands. It is very interesting to look at the changes and the evolution these brands are going through, because it is a very challenging task. Heritage, History and brand image are difficult to preserve with digitalisation. Well, let’s see how these luxury brands are evolving.
When luxury goes digital
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