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Reinventing Luxury Retail for the Post-Pandemic Era

With e-commerce set to become the leading channel for luxury sales, brands must rethink their stores to make sure they remain relevant and profitable, writes Pierre Mallevays.
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Burberry’s 'social retail' store in Shenzhen melds physical and digital channels. Burberry.
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BoF PROFESSIONAL

The share of luxury goods sold online almost doubled to 23 percent in 2020, with digital helping to mitigate the loss of sales from brick-and-mortar outlets. And in the not-too-distant future, e-commerce is set to become the sector’s dominant channel.

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