The attitude of fashion and luxury brands towards online retail is changing. Trend Report: Luxury & Designer Brands Online, is a study of fashion brands online, which has been released recently. The designer brands were of the opinion that internet diluted the exclusivity of their brand and that it was not possible to replicate the shopping experience of the store online, as the buyer was paying big money because he expects to get more than just the product.
According to the study, that situation is changing as the luxury brands are emerging from a challenging economic environment. The growth of online sales has made them realize that it cannot be ignored as a channel for sales. The success of some of the brands online has motivated the others to explore the channel for growth which is difficult to achieve under recessionary conditions.
The study reveals that companies specializing in shopping and search engine and social media marketing are growing the fastest today as more and more brands come online. Coach, Gucci, Juicy Couture and Burberry are the leading brands online and are generating a significant portion of their sales on the net. Google dominates referrals to luxury and designer retail sites.