Luxury consumers shopped online more than ever in the past year, forced by coronavirus-related restrictions to stay away from city-center stores and airport duty-free concessions. But while the shift toward e-commerce might seem to herald the dominance of the digital, the physical store could still have a role to play in the future of luxury.
Since the coronavirus pandemic began its spread across the globe a year ago, luxury-goods stores have had to roll down their shutters for a good part of the year as governments attempt to limit contagions. International travel, too, has been curtailed on a massive scale–and with it, the big business of luxury travel retail.
Conversely, e-commerce sales have skyrocketed, with many if not most brands reporting increases in online revenue.
Online sales at Gucci’s