The Merger Of Net-A-Porter And Yoox Has Caused A Sensation In The Luxury Industry.

While many luxury brands are still thinking about network development strategy, some high-end department stores have begun selling products online.

The merger of NAP and Yoox, the two largest online fashion stores in the world, has made a wake-up call for luxury brands: luxury brands should no longer be as high as they used to be. Instead, they should follow the trend of marketing channels after years of conflict with e-commerce providers.

Reporters learned that top luxury brands such as Prada (Prada) and Christine Dio (Christian Dior) still hold the idea of selling online clothing and selling them through luxury boutiques.

Stefano Cantino, Prada's marketing director, said: "in view of the fine standards of our brand production processes and the image of the brand that is bought and sold, we feel that if we want to achieve a perfect shopping experience, we should stay in the physical store.

Consumers need a physical environment to try out products, and they need specialized services, which can only be obtained through boutiques.

However, more and more people choose to buy online instead of going to San noy or New Bond Street. That stance is increasingly untenable.

Products that cannot be purchased online (whether ordinary goods or luxury goods) are facing the risk of losing customers, and customers will be caught by other brand competitors who open online stores.

Luxury executives know that the network platform is the key to future sales success, especially in the face of the so-called "millennial generation" consumer groups, because customers born in 1980-2000 years are very proficient in the Internet.

However, top luxury brands such as Louis Weedon, Hermes, Prada, Chanel and so on have been reluctant to invest in e-commerce, while other products retail departments have invested in large-scale electricity providers in the past ten years.

Some luxury brands focus on shopping experience and products themselves, expand worldwide, and refurbish their stores with the help of famous designers.

Ann Sharma, consultant of Matter of Form, a consultancy, said: "many luxury brands have yet to think about how to innovate and create through the Internet. It looks as if they are afraid of trying new things."

Sharma said: "many luxury brand websites have copied the black-and-white portal design of luxury shopping website Net-a-Porter."

After Yoox and NAP released the merger agreement last month, Chanel immediately announced that it will start online retailing next year.

This month, Chanel has begun to pass.

Shopping website NAP sells new jewelry product lines.

Roberts, an international luxury analyst, said: "the merger of Yoox and NAP has sent such a signal to the market. You have to choose to develop the electricity supplier or choose to be eliminated."

According to Ou Rui International, 40% of all luxury brands will be sold through the Internet in less than five years.

The usability of designer websites is quite different, but there are few such websites that offer much help to consumers such as luxury shopping website NAP. NAP showcases clothing by model, providing detailed details of size fit and with a hint of shape matching.

Prada's e-commerce website does not offer products that are bought and sold, but insists on selling bags, shoes and other accessories.

In addition, the Hermes brand logo, the price of up to 8000 euros Kelly Kylie and bag Birkin (bag) still can not be purchased online, even to the physical store order, it will take more than a year to serve the buyer.

(Neiman Marcus, the high-end department stores that run luxury goods, including Goodman Bergdorf Goodman, New York's largest and top luxury department store).

At present, 24% of the business comes from online sales, which has increased by 15% compared to five or six years ago.

Last year, Neiman Markus bought My Theresa, a German fashion commodity retailer, aiming to better serve consumers outside the US market.

Harroz (Harrods, a famous British department store) has 3 million monthly visits to its e-commerce website, and is also accelerating investment online.

Michael Ward, head of Harrods, said: "our consumers are demanding a full retail shopping experience. We must respond to the leading position in the luxury retail industry."

Bernard Arnott, President of Louis Weedon group, said that more and more luxury goods will be sold on the Internet. Louis Weedon group is also working hard to adapt to this trend, Bernard Arnault.

Cartire, the jewelry brand of Richemont, has sold jewelry on the Internet since 2010.

Cartire's online store sales have leapt to third of the top brands of the group, second only to the two major flagship brands.

However, Patek Philippe, a private label, has not sold its watches on the Internet for more than 10 thousand euros.

The luxury watch brand said in an interview with Reuters that there was no intention of selling online.

Although the average growth rate of the luxury goods industry has dropped to 5% this year (four years ago, the growth rate is still over 10%), the annual sales volume of luxury goods is up to 15%-25%.

At present, the major brands have already completed the deployment of globalization.

The industry estimates that 5%-6%'s luxury items are purchased online, though the proportion has risen to about 8% in leather products, such as leather products such as shoes and handbags.