Luxury Brands Turn To Digital Platforms

54% of affluent buyers used official brand websites before buying

Top-end brands are starting to appeal to affluent consumers successfully for the first time on digital platforms. A new study from LuxHub reported that the most relevant information sources used by this demographic during the path-to-purchase were the physical boutique experience and boutique window displays. But in third place for the first time was official brand websites, which 54% of affluent buyers used before buying. It was also revealed that amongst luxury-fashion buyers, physical shops stimulated interest in products even before the research phase. However, the study showed that outside Europe, in China and the Middle East social media was a much more significant step for buyers purchasing from high-end brands. 

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