Opulence goes digital

Luxury as a segment has been a reluctant acceptor of the digital medium in general. Its touch-me-not and dominant, almost dictatorial attitude, which borders on ‘you-accept-what-we-design’, has always been wary of being seen as for the ‘masses’. Many iconic brands have feared the vulnerability, openness, high visibility and easy accessibility that the digital world is all about. But things have started changing over the last two or three years, and we are now witnessing a trend wherein top luxury brands are engaging with consumers online like never before.

This article was written by Mr Gupta & was originally published in India Today. To read the article in detail, please click here.