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E-commerce revive the luxury goods sector
10/18/15
reflect the steps LVMH Apple, a change in the concept that prevails in the luxury goods sector, which is estimated strength of about 224 billion euros a year. The most recent appointment of Ian Rogers as director of the Department of digital strategy at LVMH, a sensation among the Silicon Valley and elsewhere. People did not give up like an expert in online music, for his job at Apple that they represent only the big dream, but walked reverse the pace of talent that pushed many of the luxury goods sector managers in the world of e-commerce flow. In 2013, Paul Deneuve shifted from his position as CEO of Yves Saint Laurent, to fill the post of Deputy Special Projects Manager at Apple. Angela Ohreinndts as abandoned, for the post of CEO of Burberry luxury fashion, to occupy the post of Director retail strategy at Apple, which recently revealed, for an agreement with the French Hormuz company high fashion, to become both a recent new partner for American company in the design of smart watch. And it confirms the appointment of LVMH to Rogers, the seriousness with which is characterized by the luxury goods sector in the adoption of digital technologies. But perhaps locked in luxury goods companies such as, for Louis Vuitton and Fendi and the Chateau and Krug, in some of the risks assigned to such experts. Recognizes these companies for a period of time, the potential risks of its products which relied a long period of time on the pillars of the old economy of traditions and crafts that justify the reason for the high this kind of goods, which price handbag in which up, for example, 36 thousand euros. Behind the doors of the workshop in the skin of Hormuz company in the north-eastern suburbs of Paris, craftsmen working on the industry of handbags calfskin and crocodile, ostrich and even snakes, bringing the price of one of them to tens of thousands of euro. All of this is that, in the stone of the capital, Paris's throw away, but the ways of the company in the preparation of their products, fixed remained unchanged since its inception in 1837. year, but despite that, sees some experts, that the luxury goods sector thinking toward digital sales, began It is changing very quickly, but other sectors such as financial and travel was preceded by several years. Among the reasons that prompted the sector to shift towards digital commerce, customers themselves, where they found a group of wealthy people have seized upon e-commerce platforms change. This trend is reflected strongly in the United Kingdom and Germany, where sales of luxury goods made on the web of less than 3% of total sales in 2010 to nearly 12% this year. Chinese consumer and stands behind the technical reasons that led to the change, which is expected to constitute 30% of the global luxury goods sales this year. Showed that the consumer in the opinion of some experts, the level of adoption of digital technology is unmatched in which another consumer. Moreover, consumers of luxury goods showed more closely shopped mail electronic devices more, compared with others. A report released by McKinsey, the rise of electronic sales of luxury items from 6% at present, to 18% by 2025. It is believed Luca Sulka from my bank BNP Paribas, that e-commerce measurement alone in the sector of luxury goods, reduce the value of the digital dimension , where it ignores the fact that 21% of the shops, sales of these commodities, has yet to visit the client in the Internet first. It considers that this underlines the need for a strong presence of these goods on the network. The success of luxury brands, to the extent they relate to the power of the Internet. It is expected by many experts, that digital initiatives play a big role in building brands. The French continue Hormuz in the establishment of the shops, but they want to use digital technology as a channel through which enhance the story behind the success of these products. He says Axel Dumas, CEO of Hormuz: We reaffirm the commitment our credibility of our brand, while we use the Internet means available to facilitate the workflow. And works of Hormuz to get their message across to their customers digital world and is considered the best way to accomplish this task. » The company recently launched, to Omanevst de Hormuz, the private men's products the new site. Kering and invest, the Parisian Group, which owns a series of companies that include Gucci, Balenciaga and Gerard Birijoo, in the field of e-commerce as well.
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