How luxury brands adapt their marketing strategy face to the development of e-commerce?

Abstract

Internet is omnipresent on the business side, in 2015 the number of commercial sites increased in 16% in one year, in other words 182 000 websites. Thanks to websites, companies can analyze surfers path, their hesitations, and their purchasing decisions in real time to better meet their expectations. E-marketing designates online marketing whom objective is to reach consumers: personally, targeted and interactive. It demands an excellent control of traditional marketing tools and concepts but also understanding commercial uses, information technologies and communication. That is why marketing managers should take a close look evolutions and revolutions to develop a good strategy. Luxury is synonymous with scarcity, unique know-how, which symbolizes elegance, beauty has not the choice that to be present on Internet today. Internet is based on the concept of dissemination and accessibility. Faced to this contradiction, luxury brands have not the choice to launch their e-commerce websites. However, luxury brands are afraid to lose control or dilution of their values. Luxury field is constantly evolving: it innovates, looking for growth leverages. Internet represents a development and dynamism opportunity for luxury brands.