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Should Luxury Brands Sell Online?

Screen Shot 2013 09 19 at 11.59.26 AM 800x476 Should Luxury Brands Sell Online?

Modern Luxury–Discussing the online shopping market, WWD digs into the split over luxury brands entering the digital landscape. While brands such as Burberry or Saint Laurent have been quick to embrace the internet, fully stocking their online store and even offering exclusive pieces occasionally, several labels still have reservations. Standing behind the luxury retail experience in a brick and mortar store, Miuccia Prada is not on-board with a strong digital retail presence, sharing, “Yes, we don’t like it. I don’t care. My husband [chief executive officer Patrizio Bertelli] hates it and we think for luxury it’s not right.” When it comes to buying clothes in person versus ordering online, Prada thinks that “It’s good in countries that don’t have the shop nearby. [Otherwise] the choosing and sending home is too complicated. Personally, I’m not interested.” Meanwhile, Yoox backs brands such as Giorgio Armani and Dolce & Gabbana, who along with their counterparts accounted for 30% of the e-retailer’s sales last year.

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