Extend your online offer while still holding a catalogue share available only in stores. Increase the average price (+ 3% average) of the available products by lowering the entry level band. It is on this dual track that is articulating the product and pricing strategies of luxury brands in the relationship between the web and physical retailers. It supports the “Online Offer Dive & Pricing Landscape FW16 / 17” report conducted by Conctaclab and Exane BNP Paribas by a 32-brand analysis between 2014 and 2016. It is an area where the online proposal grows while brands try to maintain the need for the customer to visit the boutiques. Each brand articulates its strategy autonomously and differently. While Prada and Ferragamo have steadily increased the online offer; Gucci has reduced it (especially in strategic areas such as handbags and soft luxury), pushing on ready-to-wear. Similarly, but with different goals, British label Burberry increased brand exclusivity by drastically reduced the offer and consolidating more available lines such as Brit. According to Marco Pozzi, senior consultant at Contaclab, “Although the top prices of online shopping products have increased, well over 11 brands of the 32 analysed sell products at a price below $ 20. The online channel, in fact, is ideal for attracting more aspirational customers.”
According Contactlab and Exane increase web without neglecting boutiques and entry price are the moves of the second luxury
