Could e-commerce be the golden ticket for luxury brands on the JSE?

Luxury-goods companies have traditionally avoided selling their wares online. How could the online process compare with the touch and feel of a boutique store, with attentive staff on hand?

Exclusivity is key to maintaining brand quality, not so? Brand owners are reluctant to see their handcrafted wares being discounted onWell, shoppers are happy to order online, wait for delivery, and send items back that don’t fit well or look ideal. Also, websites have improved dramatically and now offer a legitimate brand experience.

. The world’s second-largest luxury-goods company is the maker of Cartier and Van Cleef & Arpels jewellery. It has South African roots, and executive chairman Johann Rupert clearly likes the internet. He is active on social media, with the Twitter handleIn 2017, e-commerce was only 1% of the group’s total sales. In recent years it bought Net-a-Porter, then merged it with Italian online clothing retailer Yoox, and finally acquired the whole thing.

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