How digital is ‘devaluing’ luxury fashion brands and what marketers can do about it

Once a mysterious entity shrouded in secrets, luxury fashion brands have been forced to adapt for the digital age by overhauling their season-based approach to selling, and making goods available immediately via an online click. However, they are now at risk of “devaluing” their brands by bowing to the pressure of younger audiences who are constantly demanding for the new, and instantly.
2016 has been a turning point for many luxury fashion brands. Burberry led the way earlier in the