Mastering the digital transformation as a heritage luxury fashion brand

Beitrag in Band 37: Rethinking Luxury BusinessDigital transformation presents the world of fashion and luxury with new challenges. Especially the relationship between luxury brands, digital technology and the Internet is an intricate one. Disruptive innovations driven by information technology are forcing luxury fashion brands to adapt and future-proof business models must make use of digital technologies and e-business concepts in order to adapt to changing consumer behavior. However, what might be seen as obvious for large, multinational companies or for recent start-ups does come with various challenges in the case of small and medium-sized heritage luxury brands with decades, or, in some cases, centuries of history and a culture as well as a reputation tied to it. The present case study examines how a traditional Swiss heritage luxury fashion brand chose to react to the digital transformation and derives insights and recommendations for similar companies