Digital transformation in luxury brands

Abstract

Luxury brands are facing great challenges, such as digital transformation in a sustainable world, due to the changes that are taking place after the pandemic caused by COVID-19. In this context, luxury brands are integrating digital transformation and sustainable practices to respond to the new consumers’ demands. Based on case studies, the luxury firms analyzed in this paper use the technologies to show how they are building the omnicanality and also how they integrate sustainable activities in their business. The results obtained serve to demonstrate that, in times of uncertainty, there are challenges and opportunities to reach the most demanding consumers used to physical experiences in the luxury industry. In addition, luxury firms are responding to the global trends in the field of sustainability, facing new sustainable challenges in the fashion industry. As a result, the companies analyzed are using digitalization to transform their businesses and to integrate a circular economy to be more efficient. As a consequence, technology is helping to seek efficiencies in this sector and contributing to improve sustainable business models in the luxury fashion industry.