Digital Luxury distribution is at an Inflection Point:
The Last of the Mohicans are on the Bandwagon
Exane BNP Paribas | RETAIL EVOLUTION 2018 2
“[..] We want to invest heavily in the digital program.”
(Patrizio Bertelli, Prada CEO -12/04/2017)
“What we want to do with this big cash flow is mostly self-
fund our growth activities and development activities in an
industry we are not fully familiar with yet, i.e., digital, but
it certainly requires a big investment in human resources and
consulting and development.” (Patrizio Bertelli, Prada CEO -
12/04/2017)
“We all now understand that consumers tend to buy
through both channels at the same time, so through both
retail physical stores and through e-commerce channels.”
(Patrizio Bertelli, Prada CEO – 08/09/2017)
“Our digital strategy, which is based on 3 pillars: first,
driving online sales through our e-commerce platform as
Mr. Bertelli was telling you before; second, developing a
seamless omnichannel shopping experience; and third,
increasing our investments in digital communications.”
(Chiara Tosato, General Manager and Digital Director, Prada
08/09/2017)
Digital Luxury distribution is at an Inflection Point:
Luxury brands are embracing digital in China
Exane BNP Paribas | RETAIL EVOLUTION 2018 3
Source: Luxury daily, ecommercechina.agency, digiday
Digital Luxury distribution is at an Inflection Point:
We record a sharp ecommerce acceleration in the USA
Exane BNP Paribas | RETAIL EVOLUTION 2018 4
Digital luxury accounted for 9% of the market in 2017 – It is projected to exceed 25% in 2025E
Styles available for purchase online (including Pre-Order, US, FW17/18 vs. FW16/17)
Source: Contactlab analysis, Exane BNP Paribas
FW16/17FW17/18y/y chg (%)GroupDelta
as % of
total