Online is revolutionising retail, and it’s not just for mass-market brands. The MO Down has had much to say on this topic, last week we spoke at length about the relative reluctance of luxury brands to embrace this new domain, and the potential ramifications for sales. Slowly but surely, brands are hopping on the online bandwagon. This week’s medal goes to Armani.Armani has developed a two-birds-with-one-stone strategy, launching a new online store targeted specifically for China. It’s one of the first luxury initiatives of its kind in China, and we are impressed. Chinese online shopping increased 117 per cent last year, and we don’t need to reiterate the increasing significance of the Chinese market to the luxury industry. Armani is the first fashion house to offer a ‘flagship shopping experience’ online, and to do so in China… This will almost certainly be a success. From a strategic and marketing perspective, it is a very interesting time to be in luxury. We are noticing all kinds of attempts at engaging consumers, and it is exciting to realise that the future of brand loyalty may well be won and lost online.
Image credit: fashionshops.wordpress.com
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