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Against all Odds - E-Commerce Success in the Luxury Goods Industry

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  • Huber, Sebastian
  • Gebien, Oliver

Abstract

For many years, it has been debated if at all – and to what extent – high-priced goods in general and luxury brands specifically are suitable for online commerce (e.g. Arrigo, 2014 or Dall'Olmo Riley and Lacroix, 2003). Many distinct characteristics of strategic luxury brand management intuitively contradict the dynamics of e-commerce, with its fully transparent pricing and an affinity for lower-priced items, the focus on immediate order fulfilment, a generally younger and highly technology-savvy consumer audience and democratic interaction between consumers and brands, to name just a few (c.f. Müller-Stewens and Berghaus, 2014).

Suggested Citation

  • Huber, Sebastian & Gebien, Oliver, 2018. "Against all Odds - E-Commerce Success in the Luxury Goods Industry," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(5), pages 76-81.
    • Handle: RePEc:zbw:hsgmrs:276005
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    References listed on IDEAS

    as
    1. Klaus Heine & Benjamin Berghaus, 2014. "Luxury goes digital : how to tackle the digital luxury brand–consumer touchpoints," Post-Print hal-02313198, HAL.
    2. Angy Geerts, 2013. "Cluster Analysis Of Luxury Brands On The Internet," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 6(2), pages 79-92.
    3. Klaus Heine & Benjamin Berghaus, 2014. "Luxury goes digital: how to tackle the digital luxury brand–consumer touchpoints," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 5(3), pages 223-234, July.
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