MULTIBRAND SPECIALTY STORES
A major existing paradox
lies in creating “desire” and
‘exclusivity” of luxury brands on
the classless virtual world.
Versace did not have a website
until 2005; Prada until 2007.
Though luxury industry is known
for creativity, it has been slow on
digital channels. Luxury brands
have since become more
accessible, collaborative, and
experiential. Today, brands
across the luxury spectrum
mediate tension between
exclusivity that protects brand
desirability and the inclusivity
needed to attract new customers
on social media networks.