High quality (47%) and fashionable (32%) are the features most associated with the top well-known luxury brands
The lack of a “luxury” experience represents the main barrier to e-commerce, in fact on-line sales represent only 16% of total sales
Off-line shopping outperforms e-commerce, but 40% of traditional sales are strongly impacted by digital touch points and content
Top 6 touch points with highest impact on brand awareness and intention to buy are boutique experience (61,3%), boutique windows (60,8%), official brand websites (54,7%), face to face opinions of friends/family (52,1%), search engines (45,8%) and on-line fashion publications (43,5%)
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