2015数字奢侈品体验报告（英文版）.pptx

Authored by: Nathalie Remy Marco Catena;The authors would like to thank Altagamma Foundation, and in partcular Mr Andrea Illy, Altagamma President, Armando Branchini, Altagamma Executive Director, for their valuable contribution to the research. Altagamma Foundation, which convenes the leading Italian luxury goods companies, supports the yearly Digital Luxury Observatory in conjunction with McKinsey? Company.;3;5;7;;Offline;10;Luxury e-commerce nearing tipping point How might luxury e-commerce develop over the next 5 to 10 years? To answer this question, we analyzed the online sales trajectories of over 50 luxury brands over the last decade. What we found is that luxury brands online sales trajectory most often describe a S-Curve that can be disaggregated into 3 steps. (Exhibit 4);12;21 touchpoints we analyzed reaches at least one in five luxury buyers. Or to put it another way, at least one of every five luxury shoppers will be exposed to every piece of content you create – or that consumers create on your brand. Thus, players should leverage all possible touchpoints in order to increase their presence in the initial consideration set as well as convert customers throughout the course of their complex decision making.;14;;16;;Apparel, Fashion Luxury Group July 2015