For years Ecommerce and Marketplaces such as eBay and Amazon were dirty words amongst the luxury brands out there.
Many were thought to have looked down on the marketplaces as online garage sales rather than the alternative to bricks and mortar stores which they have become.
Also luxury brands such as Louis Vuitton have previously always known exactly the demographic of their customers. The type of traditionally older person with a respect and for things done properly and often with a personal or intimate attention to detail.
Those days however are slowly changing with the times. The millennials are the now generation and the ‘New Rich’ are arriving more and more.
Maria del Carmen Fernández González, CEO of marketing and e-commerce agency Infinitum Ecommerce has noted:
…the average age of luxury shoppers has gone down from 48 to 34.
Thanks to the internet it has never been easier for this new generation to make their fortunes and much quicker than has ever been possible in previous years.
This has led to some of the more savvy luxury brands starting to dip their toe in the eCommerce ocean.
Perhaps unsurprisingly some of these early adopters are the luxury watch brands.
Ultra luxury brand Vacheron Constatin has partnered with the New York based site Hodinkee to sell the Cornes de Vache 1955 timepieces exclusively online. With an asking price of $45,000 this is the first time a model has been made available exclusively online.
Hermes, Luis Vuitton Chanel, Burberry, Jimmy Choo are just another handful of luxury brands who have recently started their own eCommerce journeys.
LVMH (Louis Vuitton Moet Hennessy) have also taken it a step further with their brand Tag Heuer who has recently launched it’s own dedicated shop on the Alibaba owned T-Mall marketplace in the far east.
As Alibaba has started to actively pursue legal action against those trying to sell counterfeit products on their marketplaces that must have been the green light to LVMH to start experimenting with the marketplaces.
It makes sense that the luxury brands are now going to adjust not just their marketing but also their product visibility in places where their new and younger customers are actively shopping.
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