Luxury Online Hegemony

Brands need to start thinking about multiple channels.

Covering eight categories of products, including fashion, jewelry and watches, yachts and cars, the results show that for a gradual integration of complete formats, online and offline channels are complementary and indispensable in two ways.

According to the research results, online luxury products in 2010

In June this year, an online survey of the main western markets and the Chinese market was conducted. Among the 1500 consumers interviewed, the first 67% of European consumers expressed the habit of consuming products before shopping for physical stores. 63% of the respondents in China and 67% of the American consumers also used the shopping process.

The results show that blogs and social media play an increasingly influential role in the development of online consumption, especially in emerging markets such as China.

Contrary to the above, in 2010, 70% of European consumers would go to the physical store to find out the product before buying luxury goods online, and 59% of Chinese consumers and American consumers were also in the same situation.

The social media platform releases 150000 luxury items every week.

In terms of online brand recognition, Louis Vuitton and Herm s respectively reach the top in the category of clothing and accessories, while Ermenegildo Zegna is the same as Salvatore Ferragamo in terms of customer loyalty.

Rolex and Swarovski are the most recognized brands of jewellery watches. Swarovski and Chopard have won the most loyal customers in this category.

In addition, according to the study, China is expected to surpass the US in online luxury consumption by 2016.