Within e-commerce, there are several schools. Firstly, the pioneers who have sided with online shopping as early adopters (Burberry, Gucci, Hermès). Going as far as building their identity on this new consumption behavior inspired by Net-a-Porter or Asos as soon as 2000. Secondly, the followers who looked for their model and preferred supporting their retail.
Luxury & e-Commerce
Synonym of exclusivity and rarity, for a long-time luxury has been lagging behind as an industry when it came to e-commerce, judging the practice incompatible with a premium image. In 2020, will luxury still dispense with e-commerce?