ABSTRACT
One of the major factors that contributed to the evolution of digital channels for luxury goods, alongside technological developments and the changing consumer culture, is the improved logistics management capabilities developed by luxury companies. Direct management digital channels are often adopted for marketing products that are coming to the end of their life cycle. Management of the digital channel can be assigned to a dedicated business unit, or to third parties. For the main companies in the luxury-fashion sector during the period 2000-2005, digital channels were configured as showcase sites used for one-way communication. In the operative reality of the luxury companies several main reference models can be observed, which show the various degrees to which the digital channels can be exploited and, consequently, the different levels of difficulty for the purpose of product sales. Numerous companies that adopt mixed distribution systems tend to integrate the physical and the digital channels.
