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Wachstumspotenziale im E-Commerce für Luxusmarken

In: Praxishandbuch Digitales Management

Author

Listed:
  • Dario Müller

    (Founder & CEO DARIO’S GmbH, Professor für Fashion Management IU International University)

Abstract

Zusammenfassung Die Präsentation einer Luxusmarke über den E-Commerce-Kanal ist eine große Herausforderung, da eine Luxusmarke im direkten Widerspruch zu einer jederzeitigen Erreichbarkeit stehen muss, wie sie aber internetbasierten Angeboten zu eigen ist. Es ist also zu prüfen, wie eine Luxusmarke eine Digitalstrategie implementieren kann, die kohärent ist und im Einklang mit ihren Werten steht. Hier ist insbesondere auf die Eigenheiten der Luxusgüterkonsumenten einzugehen und ihr Verhalten sehr genau zu erfassen, damit die Strategie erfolgreich ist. Des Weiteren muss über den weltweiten Trend zur Demokratisierung des Luxus nachgedacht werden. Dieser bietet einer etablierten Marke enormes Wachstumspotenzial, insbesondere über den E-Commerce-Kanal.

Suggested Citation

  • Dario Müller, 2026. "Wachstumspotenziale im E-Commerce für Luxusmarken," Springer Books, in: Stefan Detscher & Michael Hepp (ed.), Praxishandbuch Digitales Management, pages 149-160, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49614-2_64
    DOI: 10.1007/978-3-658-49614-2_64
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