The online shopping experience and the image of luxury brands

Abstract

Luxury is seen as an iconic sign of "status", wealth and power for those who use it. The fact that luxury is the object of so much desire has led business models to evolve, and it is possible to define several levels of luxury: affordable luxury, intermediate luxury and inaccessible luxury. In the brand context, the definition of luxury derives from the perspective of consumption or product.
E-commerce is the action of selling goods or services over the Internet. In general, we can consider E-commerce as a process of distributing goods and services through electronic means.
The main objective of this study is to find a problem for investigation by reviewing the most relevant aspects, theories, controversies about luxury, ecommerce and consumer experience.
A virtual store at its maximum potential performs the same or similar functions as physical stores. Migrating from a traditional commerce environment to an E-commerce environment is something that many brands have already done, however, this transition can be delicate in the context of a luxury brand.