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Digital Go-To-Market Review: Luxury Fashion Brands
In this report, Forrester has reviewed the digital experience of 15 luxury brands.
Content of the report
“Luxury brands can no longer rely on their brand heritage or exclusive in-store experiences; to succeed, they must focus on building and enhancing their own digital customer experiences to drive overall sales and engagement across touchpoints “
In this report, you’ll learn:
- The urgency of owning your digital destiny
- Which luxury brands are best-in-class, and their online practices
- Future trends that will shape the digital luxury market
Key Findings
Between 49% and 53% of luxury buyers in France, UK, and US are Progressive Pioneers: they expect brands to deliver innovative, easy, and emotionally engaging experiences, both digitally and in stores
Over a three-month period, US online adults who purchase luxury products spent more online ($1,814) compared to those who shopped in-store ($1,187)
Immediate access to support through tools such as live chat is important for 75% of metro Chinese, 53% of French, and 55% of UK luxury buyers
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