麦肯锡-网络达尔文时代（英文）-2018.1-24页.pdfVIP

Apparel, Fashion Luxury Group The age of digital Darwinism Enhance the customer experience and transform your business to survive and prosper in the luxury digital era Introduction The trajectory of digital in luxury has come into sharper focus. Digital is a critical source of growth and a powerful way to increase brand equity by creating brand advocacy and a compelling story. Digital also enables companies to reimagine key enterprise processes, both front-end and back-of-house. A “Luxury 4.0” operating model is emerging, in which brands and retailers use data to build customer intimacy, capture emerging customer preferences, and streamline the process of turning ideas into new products. Brands can enhance the customer relationship and restore the authentic personal experiences that defined luxury when it was confined to a small elite. Finally, the trajectory of digital will likely bring further disruption, for which players in the luxury market should prepare. In this paper, we look at the impact of digital in luxury from three perspectives: 1. Customer experience 2. Changes to the enterprise 3. Future disruption. We believe that investors, brands, and retailers can benefit from these perspectives as they build the systems, competencies, and organizational muscles needed to take full advantage of the digital opportunity. The age of digital Darwinism Introduction 1 2 Document Title Section Heading Experience: the dynamics of the digital luxury journey Online sales of personal luxury goods — apparel, footwear, accessories, jewellery and watches, leather goods, and beauty and perfume — account for 8 percent of the €254 billion global luxury market, or about €20 billion. That is up five-fold from 2009 and we expec