You need to rephrase that question because successful luxury brands ARE all using digital. The reason is simple – the world is digital, your customers are on digital channels, and any brand, luxury brands included, needs to market in this world. Sure, luxury brands have the additional challenge of keeping their mystery and exclusivity intact but there are some great examples of smart and thoughtful luxury digital marketing out there. Burberry is blurring physical and digital worlds. Ferrogamo lets you customize their iconic Vara shoe. Luxury brands have been late to the party, but they are all making up for lost time.