Impact of covid-19 on online retailing strategies for luxury brands: status-quo of personal luxury brands’ attitude towards online retailing

Abstract

Introduction In the world of marketing, the best practices for the luxury industry are usually counterintuitive to the traditional frameworks and concepts of the field (Kapferer & Bastien, 2012). Maintaining controlled distribution, providing personalised service to the customer and making it challenging to purchase are some of the 'anti-laws' of luxury marketing (Kapferer & Bastien, 2012). Hence, luxury brands refrain from entering online retailing because it would directly contradict the 'anti-laws' mentioned before. However, in 2022, with the changing global context due to various external circumstances and customer behaviour, it is possible that the luxury industry too could see a change with respect to providing online retail options. Through this paper, we aim to identify if there's been a change in the online selling for luxury brands, specifically for Personal Luxury brands. Along with this, we would analyse and try to understand the online retailing trends across various countries and categories (of personal luxury).