Aline Conus – On Luxury Strategizing

Should a luxury company sell through Internet ? E-commerce is developing: net-a-porter is probably the best example; Pomellato just announced that it would open its e-boutique. But how about luxury e-commerce in China ? According to Aline Conus, CEO of  Chinese based e-luxury brands, e-commerce can be a good opportunity if companies accept one condition: the management analogy is less the “one stop shop” exemplified by a yearly contract with a provider like Fedex, but more like “pizza delivery”, with drawbacks like no insurance and the need to deal with several logistic partners. But it does work and it can represent an interesting opportunity if the management is able to challenge its mental frame.