With virtual connectivity overpowering every human function, you may think buying your favorite luxury product is only a matter of a few quicks clicks. While this may stand true for most luxury labels, LVMH strongly begs to differ. Even when online sales( in association with e-commerce portals) are the key revenue source for most labels, luxury conglomerates like the former still prefer selling the traditional way; and this is probably why LVMH has outright refused to sell its merchandise via Amazon.
In an endeavor to widen its reach to what may be the only online sector it doesn’t dominate i.e. Clothing, Amazon is seen to adopt a rather robust approach with luxury brands worldwide. While the e-commerce giant may have strategically succeeded in getting brands like, Calvin Klein and Kate Spade on board, the LVMH group is probably one nut it won’t crack easily, at least in the near future. If we are to believe the brand CFO – Jean-Jacques Guiony, Amazon’s business model does not sync up with their strategies in any possible way.
This is probably true considering that the one factor that sets high-end brands apart is their detailed marketing and selling strategies. Placing an uber-luxurious LV handbag or a pair of Marc Jacobs in a pool of not-so-classy labels might just not be the LVMH way. Further discounts and bonanza schemes offered by e-commerce portals may further disintegrate the royalty the brand rightly commands. However, with the LVMH share value toppling over 14 percent this year, its selling tactics are probably not be blamed. So while you pick your favorite from the LVMH clan off departmental / flagship stores, you can only dream of adding one to your “e-cart” soon!
[ Via : Hypebeast ]