Online Luxury Sales

According to a survey for the businessoffashion.com of 5500 consumers across 48 cities, conducted for Exane BNP Paribas, a mere 7 percent of Chinese luxury consumers purchase from luxury mono-brand websites. In contrast, 45 percent buy online through local e-tailers, 35 percent buy via daigou (professional agents who buy in the West and sell locally) and 13 percent buy from foreign websites. By allowing grey market imports and fakes to fill the online gap, luxury brands not only lose sales, but risk losing control of their brand image.