Online Retail: act Certainly luxury groups to make their mark in the virtual world

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Shopping franchises to strengthen their brand to their online presence, arguing luxury groups control over their activities in the physical and virtual worlds.

"E-commerce strategies reflect luxury groups, which in the physical world," says Claudia D'Arpizio, head writer of the annual luxury bath board.

Burberry, the British luxury group, is at the top, have been in control of their online presence. World Burberry, as he calls them on his website contains an online store, but also streaming fashion shows, social networking, and even music specially selected.

PPR last year a joint venture with Yoox, the global online retailer dedicated to construction management for selected brands Kering - Bottega Veneta, Yves Saint Laurent, Alexander McQueen, Balenciaga and Sergio Rossi.

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Behind the scenes, manage Yoox online activities such marks Kering, to help them quickly grow their web presence.

Experts say that, just as in the physical world, where luxury groups still want to sell through upscale department stores, they want to continue to sell on the best multi-brand sites.

Sites like Net-a-Porter, Yoox, My-Wardrobe, mytheresa Feel Unique in beauty and all have shown that it is possible to sell luxury goods online. Moreover, they can reach a wider and different from the autonomous public websites.

"The physical world of luxury is more mature than its counterpart online stores a reference to the retail experience online, while you are online, the situation is somewhat different. We are just beginning a long journey," says Federico Barbieri, E-commerce Vice President Kering.

"In both the physical and digital world, one must always take good multi-brand stores," he said. "They give the customers a wider range of products to play with. Owners of our brand sites range goes further and offers the entire range, a pure representation of the brand and integrated services outside line."

Sarah Curran, founder of my-wardrobe.com, said while there may be a period of adjustment for multi-brand websites, they will continue to play an important role.

"This is a natural fit ... I think the two are very different," she said.

With luxury brands offer more exclusive or limited edition pieces to their websites, Mrs. Curran said purchaser on multi-brand sites will work harder with the brands to ensure that it is in the collections they buy a unique item.

To thrive, Mrs. Curran said multi-brand websites, as well as with the offer to pay for the content, style and editorial high, the need for a luxurious experience intervention package with excellent customer service.

Christine Cross, the senior adviser for retail and consumption of PwC, the multi-brand websites, such as websites operated by major Top Stores luxury groups with complete data about customers and their buying habits.

New forms of multi-brand 'websites, online shops mixing with editorial content.

"Be conservative rather than distributors" The best multi-sites, says Gregory Jackson, a partner at gpstudio, a brand consultancy.

Barbieri says: "There is room for different business models in multi-brand online I see the new type of online magazines that you can buy to become the police to more popular We all need to develop our presence in the digital space.. and there are several ways to do this, but it must be done in a way that better positions our brands to a new generation of online consumers. "Selective and qualified

Ms. D'Arpizio said there was always a small selection of physical memory - such as Colette in Paris and Browns in London - where the consumer shops very fashion-oriented.

"Well, there are probably some retailers who play the same role, but in a stronger way because they also offer a lot of editorial content you have the best of both worlds. Vogue and the best of the best of Colette place," said them.

Mrs. Curran argues that "multi-brands and private labels ... can exist online as they do on the high street.

"No one would say," because Burberry has a new flagship store, Harrods or Selfridges or Harvey Nichols [Will] lose sales opened. "Nobody would this hypothesis. It's the same with online."

If luxury groups can reduce their dependence on multiple pages, with those that sell luxury goods or offer discounted called Flash.

Outlet and flash sales sites are still growing, Ms. D'Arpizio said because they "do not continue to grow but the luxury brands in this way to market." New brands to add to their portfolios,

Rob Feldmann, CEO of BrandAlley, a flash sale site for luxury, says: "We have the premium brands with which we work are much more selective about where to see them sell their products."