Luxury, the Internet and the Buying Process
Recently, the Journal du Net published the results of a study led by Benchmark Group concerning the process of purchasing luxury goods online. What is the Web position in this process? Among the services available on luxury sites, which are the most appreciated? What products are bought online? These are just some of the questions researched.
Altogether, the results are hardly surprising, confirming what common sense suggests:
On the other hand, this study highlights some tendencies that might have been underestimated until now. We learn that:
Globally, this study confirms that the future of luxury brands is deeply linked to the Internet. Whether being used as a direct sales channel (e-commerce site) or to redirect visitors to the boutiques, the web is inescapably becoming part of luxury brand strategies.
The complete results from the Journal du Net are available here.
|By IC-Agency | March 26, 2008 | Luxury Watch Special , News & Trends , Sectorial Analysis|