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Luxury Apparel, Accessories and Shoes Soar in Online Sales, Business and Industry Trends Analysis

After a few false starts, luxury apparel and shoe makers are marketing more and more goods over the internet.  High-fashion sites featuring many different brands are proliferating.

One example is YOOX SpA ( ).  The Italian site offers more than 250,000 items from designers such as Chloe, Dolce & Gabbana, Jean Paul Gaultier and Prada.  Another haute site is which was launched in 2000.  Having grown to the level of millions of visitors each month, Net-A-Porter became a valuable company.  In April 2010, luxury goods giant Financiere Richemont agreed to acquire the firm.  In early 2015, the company was sold to YOOX.  This helped cement YOOX’s position as a global leader of online luxury goods sales.

Haute couture companies such as Dior, Louis Vuitton and Bottega Veneta are also operating their own web sites.  Although once seen as unnecessary (or even unwanted) competition to their physical boutiques worldwide, which are extremely expensive to build and operate, company web sites are proving to be absolutely necessary.  At Dior, has been one of the firm’s fastest-growing points of sale.  Unlike the company’s brick and mortar stores, the web site does not require exorbitant rent payments, world-class architecture and staggering overhead in the form of staff and customer perks.  The company has been a heavy user of short videos that attract viewers back regularly to view the latest offerings. 

Another trend in online luxury is the broadcasting of designer trunk shows.  Once held only in stores and open to favored customers only, online trunk show videos are open to the public and can be accessed for up to two weeks instead of limited to a single day in stores.  Online shows can also be augmented by footage from runway shows and interviews with designers.



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