Digitally Rich

Abstract

International luxury brands have recognized, although belatedly, the significance of developing a luxury digital strategy. Country-specific factors, however, remain a critical determinant regarding how luxury brands can leverage the digital marketing opportunity. This chapter raises the question: `how can international luxury brands develop digital capabilities in order to gain a digital competitive advantage in China and India?' Evidence suggests that many international luxury brands are underperforming and there is significant scope for improvement. This chapter discusses the opportunities.