The challenges of a connected market


We are already in 2018 and depending on the expectations of the business segment and the will of customers and consumers, the new year should definitely be marked by a reheating of the market.

And just like the organizations that operate in the most diverse economic sectors, the world’s leading luxury brands have already set their goals and, in particular, have devised strategies aimed at this new moment. In this scenario, without a doubt, e-commerce should occupy a privileged position.

According to a survey published last year by the Bain & Company consultancy focused on the high-end market, if the average online sales index for brands and luxury currently reaches less than 10% of the total, economic forecasts indicate that in less than ten years, that is, in 2025 this percentage reaches 25% of the global premium market.

The analysis, while emphasizing the progressive growth of the virtual market in the next decade, also points to the destination of physical stores: according to the study, the sale of the brands in their traditional addresses should reduce by up to 30%.

Another piece of research that is absolutely essential for organizations operating in the luxury segment is that the millennial generation should account for approximately 2/5 of the market by 2025. In other words, changing consumer behavior should impact brands, since the high level of demand and the concern for social and environmental sustainability are issues that this new public takes very seriously.

The democratization of access to the internet through the most diverse resources plays a decisive role in this scenario and consumers of the new generations are not only interested in acquiring products, they want to live experiences. The year is only just beginning and the future, of course, has already begun.

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