It’s fair to say that consumers who buy luxury are generally tech-savvy and they research about brands and products on their hand-held and Internet-enabled devices. Realizing this trend, brands have invested quite a lot on their digital platforms. Studies have suggested that most of the consumers research high end products such as automobiles and premium watches on their devices in the comfort of their homes or offices. However, when they have to make a
purchase of more that $1,200, they like to feel, touch and experience the product. Brands have to maintain a fine
balance between digital platforms and physical stores. What can they do to turn these digital explorers in to buyers? How attractive should a digital platform be and what it should entail? Will this trend grow in the future?