Digital channels and distribution in luxury market

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 that operate in the high-value market started 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 patterns available online. By analysing 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 scepticism about the use of digital technologies for selling products via online channels. In fact, thanks to the new digital technologies luxury firms are able to recreate online the same distribution models available offline, thereby responding effectively to new consumption patterns and the needs of luxury brand consumers.