A synergic relationship between traditional store and webstore for the luxury brand

Over the last few years, the level of use of e-commerce has steeply increased, partly driven by the success of the Internet and consumers’ feeling more at ease with such channels. Therefore, the turnover of e-commerce has increased, with almost no industry spared. This paper is focused on a specific industry, luxury fashion and it’s inspired by the assumption that shopping for luxury brands is affected by the presentation and the shopping experience in both online and traditional stores. The paper shows the results of two surveys regarding the assessment of some luxury clothing web sites. The results found that users are generally very satisfied with the websites, especially as regards the possibility to acquiring information but they prefer to go to the point of sale in order to make the purchase because of a number of reasons. The paper shows the results and discusses the principal managerial implications.