luxury online sales increase

  Annual global online sales of luxury goods have increased more than twice as high than € 6 billion in four years with both brand owners and consumers operate on that channel, a study has argued.

Altagamma, the association in cooperation with McKinsey, consulting, study, 300 manufacturers, together with the evaluation of 700 websites and other relevant comments 2.5m from the net downloaded by consumers.

They predicted that e-commerce sales of premium products rose 28% to € 6.2 billion worldwide last year accounted for 3.2% of sales. The growth of this channel and the class as a whole, which grew by 10%.

For the future, the report anticipates that the net € 15 billion in 2016 to give what. Has a market share of 5.3%, the proposed analysis

"Winning The digital channel is based on the growing interest from major players in the luxury," he said. Geographic "market for growth in the industry." "Together with Asia and South America in the next decade, the digital channel is the most promising to be"

More generally, the study showed that 15% of industry revenues are currently regulated by digital media, such as additional € 17 billion to 18 billion € are "directly created" affected by experiments on the Internet.

Another 34000000000 € of purchases were "influenced" by the Web last year, in the wider context of marketing and brand development mix.

The main priorities of the executives called their online brand by 23% and stimulate direct and indirect sales of 17% and the integration of traditional and new media increased by 12%.

Some € 3 billion in online sales in 2011 accounted for platforms mono-brand and multi-brand with products at high prices, while € 2.4 billion reduction went and event services and 900 M € went to department stores.

Another survey of 2,500 buyers by category Altagamma McKinsey and 40% buy more luxury products on the web, if they receive personal price. Another 19% of respondents said the buying process easy and 16% said they wanted to exclusive products are available.

Price and quality of selection were identified as the most important factors when choosing an e-commerce provider, each indicated. Receives 4.2 points from five beat, the range of products sold at 4.1 points

When searching for these types of purchases, buyers have looked at four sites on average. Department stores have the highest score of 48%, followed by the brand website and 43% on multi-brand sites 38%.