Instead of seeking a full-service in-store experience, luxury consumers are increasingly seeking low-touch convenience. That is especially true for affluent customers, especially emerging ones ages 18 to 39 years old. In the same week, 69% of emerging affluents and 56% of hyper affluents used their smartphone to research products and prices. The percentage of emerging affluents and hyper affluents purchasing products on their phone is the same.

M&L-04 (1) So how are luxury brands optimizing their online presence for these mobile shoppers? The Prestige Beauty category is ahead while Watches & Jewelry investments in mobile lag. 91% of brands in L2’s Prestige Beauty Index had a mobile-optimized site in 2014 vs. just 67% of Watches & Jewelry brands. The majority (71%) of Beauty brands are making their mobile sites commerce-enabled vs. just 26% of Watches & Jewelry brands.

M&L-01 (1)
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