LVMH and Kering’s new battlefield is online
What is going to happen post-COVID19 in Luxury Groups ?An acceleration off online commerce as a strategic asset?
The pandemic highlighted the strategic channel internet as a more important retail channel during the lockdown.
Bain expects e-commerce to make up 30 per cent of the luxury sales by 2025 (from 12% in 2019- with big variations among the brands).
LVMH & Kering follow their strategy to offer the best digital experience to their demanding clients.Each group define a different approach at group level or band level.Other sales channels such as WeChat or WhatsApp are key for sales operated directly by sales associate to their dedicated clients.
Discover more in Vogue article.