Luxury Brands Just Got One More Reason to Hate the Internet: Spoofing

New study reveals it's a bigger problem than many believed

Animation: Yuliya Kim

As recently as 2015, prominent luxury brands such as Fendi and Louis Vuitton were only starting to test out ecommerce. They embodied a larger hesitancy in the luxury segment to embrace digital transactions. The cold feet were understandable: Luxe brands feared that selling online would mean a loss of prestige. Many were afraid shoppers would be reluctant to hit the purchase button and part with very large sums.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.