Online Presence of Luxury Brands in India and Their Engagement Strategies

Authors

  • Dr. Shubhendra Singh Parihar, Dr. Pradeep Bajpai

Abstract

Luxury segment is gaining ground in India now. Although the size of the market is small but substantially profitable. The size of HNWI is increasing after 2008 financial crises. The trends are changing towards of consumption of Luxury products and services. The main characteristics of Luxury is non reachability and exclusivity or a dream kind of thing whereas online sales channels are reachable to all which is contrary to maintain the exclusive or selective distribution of products.  So how Luxury brands are using online and offline channels together to create a seamless experience to their targeted audience without touching the exclusivity which is one of the basic characteristics of Luxury concept. This study is a comprehensive content analysis of websites of luxury brands and their social media presence. The nature of study is largely exploratory. This study has two sections. First section is focused on the characteristics analysis of websites and second section is focused on how category of products influences the online purchase behavior of individuals. The key research objective is to understand how luxury brands use the internet and to determine difference in website characteristics related to online selling.

Keywords: Luxury retailing, Brand exclusivity, Customer reach, Online luxury brand retailing

Downloads

Published

2020-05-18

Issue

Section

Articles