Some luxury brands including Burberry, Gucci, Hermès and Missoni are actively investing in building a robust online retail presence, while others including Prada and Chanel are holding back because they believe that traditional boutiques and upscale department stores are the best showcases for their styles. In the long run, it's likely that every brand will have some sort of e-commerce presence, luxury marketing professor Ketty Pucci-Sisti Maisonrouge said.

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