Information Technology Reference
In-Depth Information
Featuring digital technology in the shopping environment will become
inevitable for luxury brands in the near future as clients transfer their collec-
tive experiences from Internet and mobile technologies to their expectations
from physical store environments and offerings. Recent research by TNS
indicates that 73 percent of shoppers worldwide anticipate using technologi-
cally driven tools such as touch-screens in dressing rooms in the next five
years. This calls for urgent action from luxury brands. The brands that will
lead the way in this direction will undoubtedly establish a strong positioning
among increasingly digital-minded clients in the long term.
It is apparent that the landscape of luxury has changed as a result of the
arrival of digital technologies on the Internet, through mobile phones and as
a result of technologically driven innovation. The vast scope of these appli-
cations and systems provides real opportunities to support different aspects
of luxury business operations. Their applications within several aspects of
the luxury value chain will, however, need to be approached strategically and
applied through a defined process to complement and enhance the spirit and
heritage of each luxury brand.
