link.png Dior's first e-commerce venture: a sign of things to come?← Back

 
‚ÄčThe luxury industry has been reticent to embrace the digital world, but it looks like the situation is slowly about to change.  
 
This year has seen a number of high-end brands embrace the retail possibilities offered by the Internet. The latest brand to have crossed the threshold is one of the mainstays of Parisian fashion: Dior. It was announced today that Dior is to partner with retailer Bergdorf Goodman on an online pop-up shop. The French luxury fashion house is cautiously easing itself into the e-commerce game: for this first attempt the pop-up will focus on footwear only. 14 styles from Dior’s Cruise collection go on sale today, up until the 31st December.   
 
 
Dior isn’t the only high-end fashion label to have branched out from relying solely on the traditional bricks-and-mortar retail model.
Chanel not only partnered with Net-a-Porter for the Coco Crush jewellery collection, the French fashion house has just started it’s own e-shop. For the time being the in-house e-commerce venture is limited to eyewear and the site is only accessible to online shoppers in the U.S. Like Dior, the fashion label is clearly starting off slowly when it comes to selling online.
Meanwhile, Kenzo  - a label which has always had a strong digital presence - expanded its e-commerce base to also encompass the US just last week, having previously only been available to European shoppers.
 
A recent report produced by McKinsey in conjunction with Altagamma, suggests that online sales of luxury goods could triple to 70 billion euros by 2025. We can therefore expect more high-end labels to start selling their goods on online platforms.
 
Do you think this is the right direction for luxury brands to take? Is digital the way forward for luxury?