Do luxury cosmetics brands really need to go online?

Published: 20-Apr-2016
Retail Marketing

Multichannel strategies are the focus for many, but luxury players are slower to act

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Luxury cosmetics brands have been slow to the e-sales party – and some are still yet to arrive. Massimo Fubini, CEO and Founder of digital direct marketing company ContactLab, explains why the moment to move online is now...

Why do luxury brands lag behind in e-commerce?
Historically high margins and growth have caused luxury companies to neglect digital. The slow-down in the last couple of years, mainly due to Chinese and Russian customers decreasing luxury spending,has raised concerns for various companies. Such trends in spending are likely due to consumers demanding more digitally-orientated services and brands failing to provide for this. Therefore, more companies are re-organising their models to embrace digital.

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