How luxury brands can leverage digital disruptions - Denis Morisset - Master Class Essec Business School 2016

 

The Digital Revolution has changed the business landscape significantly, transforming the ways in which brands reach out to consumers and how consumers interact with brands. Being present on digital channels has thus become necessary for brands to continue engaging with their customers effectively. An often-asked question then comes into consideration : Does this apply to the Luxury industry, where exclusivity is seen as a key element of value to brands ? Has the Digital Revolution disrupted luxury brands, and how can they balance this element of exclusivity with the open nature of digital channels ?

 

See more at : http://www.essec.edu/en/news/are-luxury-brands-disrupted-digital-revolution/