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Cautious Steps Towards Digital

In: Omni-personal Luxury

Author

Listed:
  • Rebecca Schmitt
  • Arnaud Rossi
  • Albert Bensoussan

Abstract

This chapter explains that many luxury brands have approached the digital world carefully to protect cultural heritage and brand equity. Brand websites, shopping clubs and second-hand platforms have become a starting point to overcome an ambivalent relationship with the Internet. Meanwhile, social media platforms make omni-personal relationship building obligatory, giving customers their own voice.

Suggested Citation

  • Rebecca Schmitt & Arnaud Rossi & Albert Bensoussan, 2022. "Cautious Steps Towards Digital," Springer Books, in: Omni-personal Luxury, chapter 3, pages 35-50, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-85769-1_3
    DOI: 10.1007/978-3-030-85769-1_3
    as

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