REPLY: Virtual selling on the internet

REPLY: Virtual selling on the internet

I’d like to give my opinion on Nicholas’ article concerning e-commerce of luxury brands.

Bearing in mind the leading article (Understanding the world of international luxury brands: the dream formula), the subject ‘e-selling for luxury brands ' is very exciting. Will internet boost sales too much and this way destroys the prodigious character of luxury brands?

On the one hand, I agree with Nicholas that customers will have a quick and easy access to the brands available collection. This way they can make up their own mind without being bothered by the salesman who’s trying to sell them things they’re not interested in. Clients could find their stuff online and buy it via internet or visit a store.

But on the other hand I’m not swayed by his opinion on linking the internet to the world of fashion. I am convinced that online stores would take away the exclusivity of some luxury brands. For a customer, it’s much more interesting to go to an outlet and sniff the scent of a chic boutique. I think people get more relief from the shopping experience than from sitting behind their computer and purchasing stuff online.

Another intriguing question: will the internet actually hike up sales? First of all, I assume that people belonging to the middle class would take their time and rather visit a store than buying expensive goods online. This is logical, since their budget isn’t that big. They need to be aware of what they acquire. Secondly, affluent people would rather go for the shopping experience and just ignore the possibility of buying online.

Perhaps a very exclusive site could boost awareness without taking away the dream level. Prospects could find their way to the site and be evoked to visit a store.
Possible ways of doing this would be a very interesting part of our paper.

Andreas Verleysen