Opportunities of Luxury Retail in a Digital World

Luxury brands need to better understand their customer base and take advantage of social media, says SMU marketing professor Srinivas Reddy

“Luxury and digital were previously an oxymoron; it is no longer so.  But the luxury brand must create a seamless experience.  If the online and offline stores are fully integrated, and if consumers trust the brand, they will be willing to buy from it, regardless of the channel.”

-        Srinivas Reddy, Professor of Marketing and Director, Centre for Marketing Excellence, SMU Lee Kong Chian School of Business.


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