New Choice For Luxury Goods Companies In Europe And The United States: Network

When a famous fashion brand Oscar Renta launched a sales website a few years ago, it predicted that people would buy small objects such as belts and perfume on the website.

Last spring, a $80 thousand mink coat order came from a new customer in New Hampshire, who surprised the company.

The client obviously could not come to New York in person.

Internet customers have been snapping up the core product of the company, the $4000 women's dress.

Alex Boren, chief executive of the company, said: "our expectations for Internet sales are really wrong."

Although Internet sales still account for only a small part of total sales, they are growing rapidly.

Most luxury businesses are relatively closed.

Many people in the industry ridicule the Internet as a plaything for the common people.

A French fashion leader once wrote in a book he published last year that products sold online are no longer a product.

Managers of luxury enterprises explain that the products sold on the Internet are too popular, and their products need to be tailored to customers' requirements.

Anyone who can buy online means a loss of individuality.

Luxury companies like to use luxury stores and fashionable advertisements to win customers, so they consider beauty and taste, regardless of the price.

On the contrary, the network must indicate the price.

The manager of a watch business lamented, "that's the last thing I want people to think about."

To a large extent, Internet sales are always linked to low price goods, which is the problem of the luxury industry itself.

Over the years, some enterprises have dealt with off-season products in a discounted way through the Internet.

However, there are many indications that buyers of full price luxury goods are keen to make use of the convenience of online shopping.

So luxury enterprises are forced to adapt to this demand.

In April this year, the Swiss luxury goods group, Net-a-Porter, acquired a professional fashion online retailer, Net-a-Porter, through a 350 million pound agreement.