Abstract
Today practice of creation own online of business is widespread in the USA and Europe while in Russia similar practice only gathers gradually a turn. Nevertheless, in Russia start treating a similar kind of activity more seriously. An objective of this research - to determine expediency of maintaining by the luxury fashionable companies of commercial activity online on the example of the largest foreign players. As a result of research it is defined that purchase online of goods of haute couture – a question ambiguous as many do not find in general need for acquisition of similar things owing to economic prerequisites and personal claims. During research it was revealed that the beginning of active sales of luxury goods, in particular clothes subjects, can negatively influence brand representation for perception of the consumer. The following conclusion concerns the main channel of communications between the buyer and the seller. Despite probable negative effects of sales online, nevertheless, the companies should be reoriented and conduct vigorous marketing activity in a network. Physical shops – an important aspect of maintenance of the status, but it is possible to assume that this services industry is developed quite strongly. Other situation is about online marketiny for фэшн the industries, after all in fact, 10 years ago the companies as Chanel, Dior were categorically against similar shift of values towards digital technologies, today it is inevitable.
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