Will luxury brands ecommerce make brick and mortar stores redundant?

Answered by Meeta Malhotra

That question has been asked over and over. A few years ago, it was asked with a bit of a sneer. As if anyone in their right minds could possibly believe that the answer was affirmative. Today, it is asked with no small degree of trepidation.

My answer is that ecommerce for luxury brands will make brick and mortar stores redundant, IF customers stop going to brick and mortar stores to experience their luxury brands.  So the question really is that with the digital medium as we know it today, can a digital experience completely substitute a real-world luxury experience? The answer is no, but that’s today and maybe for the next few years. No way of predicting how the digital world will evolve in the future.

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