Abstract: World has become a small village with seamless internet connectivity. The shopping journey of consumers has drifted from physical stores to virtual stores. The pattern of luxury consumption has changed due to growth in the mass prestige brands. Nowadays, online retailing is the effective remedy to appeal to wider luxury consumers and enhance the luxury brand sales as young affluent are more comfortable in online environment. Websites could be used by luxury brands to reinforce the brand identity and achieve favourable consumer attitude. The expanding role of internet is changing the marketing landscape and creating a new way of competition. In fact, digitalisation has resulted in wider options, easy access and convenience for luxury consumers.
Keywords: Interactivity, digitalisation, virtual stores, e- commerce, touch points.
Title: Digitalisation of luxury- An Overview
Author: Amrita Dhaliwal, Dr. Devinder Pal Singh
International Journal of Interdisciplinary Research and Innovations
ISSN 2348-1218 (print), ISSN 2348-1226 (online)
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