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Case Study | The Next Wave of Luxury E-Commerce

Online luxury retail is now 20 years old. But after two decades of innovation, once-groundbreaking multi-brand giants face significant changes in consumer behaviour — and a growing, diverse stable of competitors — just as the coronavirus epidemic turns the world upside down. What happens now?
The Next Wave of Luxury E-Commerce
The Next Wave of Luxury E-Commerce (BoF)
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Over the past 20 years, the business of luxury has transformed dramatically, as family-run heritage brands became multi-billion dollar fashion powerhouses, expanding the luxury goods customer base far further than Louis Vuitton and his steamer trunks could have ever imagined. In 2019, the market for personal luxury goods was worth €281 billion (about $310 billion at current exchange), according to Bain & Company, up from €116 billion (about $128 billion) in 2000.

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