Historically, luxury brands have been standoffish towards the internet. And now, e-commerce still accounts for a small percentage of sector sales (6%) while 80% of growth in the category is tied to digital. L2 Co-founder and Head of Research & Advisory Maureen Mullen explains why the future of luxury e-commerce looks more like Burberry than Kate Spade. Burberry does not report e-commerce revenues in its annual reports as digitally influenced sales measure the full ROI of digital investments.

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