In an era where even the giants of luxury have awoken to the need of e-commerce play and the idea of omnichannel (yes we need a new word as it's getting way overused..), we still look to one of the earliest pioneers. There is only one who has continued to execute with effortless cool, streamlined engagement, and unbelievably creative in highlighting one staple item over and over again. The queen of digital, Burberry, is now powered under the leadership of Christopher Bailey, upon prior CEO Angela Ahrendts' move to Apple (as we all continue to see what she does next - stirring a possible new retail revolution in the Apple store?).
Back in 2011, only as Burberry capitalized on the social media revolution of the 'Art of the Trench', which blew up the websphere, did the rest of the luxury industry start to pay attention. While Burberry still drove online sales dominance, other players are catching up in different angels as well. For user experience, the new leaders seem to be Louis Vuitton, Gucci, and Tiffany & Co. For digital strategic support, brands turned to joint venture partnerships as well, including such top brands as Saint Laurent, Bottega, and Balenciaga.
While other brands like Celine continue to hold steady with a solid retail and wholesale experience and minimal online presence (as led by the fearless creative director Phoebe Philo), the reality of traditional retail growth (as seen in Asia) is starting to taper. It seems that the white space of the digital platform will become inevitable as physical space diminish and the convenience of online shopping continues to hold supreme. It's certainly an exciting era and consumers are expecting only the best and boldest to continue to dazzle and hold their brand loyalty.
Source: http://www.businessoffashion.com/2014/10/burberry-remains-digital-luxury-leader-celine-trails.html
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