Having the new it-bag is now so easy that you can do it in a few clics from home. The digital exceed the reality in many areas, and the fashion industry isn’t an exception.
While all brands propose a web site where we can easily shop any product, the high luxury brands are different on some points. If now they have a dedicated web site for their products, we can’t shop them on the site. You will only see virtually these beautiful shoes, you will have to go in a real boutique in order to buy it! But why luxury brands have decided to create their web site without online shop?
When luxury brands have begin to create their own web site, they permit for a lot the online shop, but concretely, who will pay 2000 euros for a pullover without touching or trying it? Brands have quickly decided to stop online shopping because it wasn’t profitable. In order not to seem overwhelmed, and giving the possibility for a majority of people to see their product, they decided to keep a web site but without online shop. An other reason is the personalization. If you ever had the chance to go in a luxury shop you may have noticed the importance that sales assistants are giving to you. Indeed, one of the characteristics of a luxury brand is the ability to care of their client in a very elaborated way.
Every client is treated in different way which allow an unique experience, the client is feeling important, like a privileged. But internet can’t give that, the personalization is impossible. But to compensate their high prices, brands have a personal service for their client. Finally, the luxury is different from accessible brands with only a real shop, where shopping become an experience where the client is the king. Now you know why it’s impossible to shop the last Celine bag or these sublime Dior shoes!
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