Digital luxury marketing: Technology shapes a new era in luxury consumption

Abstract

Luxury products are marketed unlike any other product — the focus is not on the need of the consumer but instead on the indulgence and affluence of the consumer. While luxury brands have often strayed from facilitating information by engaging in online activity, the new drive in e-commerce is proving to be more beneficial than harmful to companies. Creating an online presence generates a new channel of communication between brands and their existing and prospective customers. Research data shows that an increasing number of luxury consumers, particularly within the new market are having their first interactions with luxury brands online. While additional data support that increase, the engagement of luxury brands online can result in increased sales. The future is today, and the decisions and adaptations brands make today — determine their ability to remain in the market. However, adaptions and changes do not come without its challenges, but in the long run, the benefits are worth it.