Why Designer Brands Prefer Stores Over Online Shopping?
Ever wonder why big names like Gucci, LV, and Hermes aren't big fans of selling online?
During the COVID pandemic, these luxury brands briefly joined the online shopping wave, but as soon as they could, they rushed back to their stores. This video explains why. Based on insights from the book "The Luxury Strategy" by J.N. Kapferer and V. Bastien, we explore how these brands use a unique approach to keep their items exclusive and special.
They prefer selling only to dedicated fans and making their products hard to get, which means long waitlists and special buying conditions. This way, when someone buys a luxury item, it feels more like earning membership to an exclusive club than just shopping. We'll discuss why luxury brands think an in-person store visit, with its personalized service and special treatment, is essential to their image and why they shy away from the easy access that online shopping offers. Join us to uncover the secrets behind the luxurious world of designer brands and their relationship with e-commerce.
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