'Luxury brands must harmonise online, in-store activity'

18 Mar '16

4 min read

“It is surprising to see that not many luxury brands are optimising the relationships they can have with their customers. Luxury brands are faced with competition with online retailers and so need to up their game in order to take advantage of the online sphere,” said Massimo Fubini, CEO of ContactLab.

Brands are in the first steps in digital and physical integration and many luxury brands are facing the challenge of having to implement new technological devices to improve the customer shopping experience.

Department stores are the best performing group, reaching half of the maximum potential; Ralph Lauren leads in bringing digital innovations into stores with interactive mirrors in their changing rooms connecting the online and offline worlds, followed by Bergdorf Goodman and Burberry. Yet, 14 brands have not adopted any digital tools or exploited a few of the potential channels given by digital proficiency.

Massimo added, “Modern consumers cannot be categorised as online or offline as they expect multi-channels as a paradigm to engage with a brand. Brands need to not run their online and in-store business activity as separate but need to bridge the gap and offer a seamless shopping experience.” (SH)

Fibre2Fashion News Desk – India

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