Luxury Brands Turning To Ecommerce

The average luxury buyer’s age is 34

Luxury brands around the world are beginning to move into the ecommerce sector. After delaying the move into online retail due to customers being perceived to want a more intimate, personalised experienced with higher prices, many high-end brands are starting to sell online. This includes the luxury watchmaking brand Vacheron Constatin moving to sell a limited edition 45,000 US dollar watch exclusively online at hodinkee.com. It follows in the footsteps of Chanel, Burberry and Jimmy Choo, who have also recently invested in ecommerce. A spokesperson from the marketing and ecommerce agency Infinitum Ecommerce has explained that the move could be in part due to “luxury brands finally understand that their customers” are more likely to buy online, after a luxury brand buyer’s average age recently fell from 48 to 34 years old. 

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