Personal Site & Portfolio


People are changing, and so should luxury brands. Digital transactions will equate to 36% of overall transactions by 2025 and the majority of said percentage will be made on the brands’ own site*. This calls for digital luxury optimisation. But how?



how digital integration can add value to the luxury shopping experience

While more luxury brands are investing in digital, there are still apparent issues that the industry needs to address. Beyond translating the luxury experience online, brands need to realise the changing demands of the consumer and what adds value to them. To help address these changes, the framework helps drive optimisation of digital luxury that adds value to customers.



Having digital channels 'just to tick the box'

There is a common misconception that a brand needs to have certain digital channels. However, not all channels are relevant to the core consumers and as such does not add enough value. Too many channels can overwhelm the customer. Instead, a focused array of synergised channels that work together can enrich the shopping experience when done right.

The debate of exclusivity vs accessibility

With the changing customer attitudes about accessibility and exclusivity, limited distribution or inconvenient accessibility instead makes it difficult for high-earning luxury customers to whom the true luxury is time and convenience. Being able to answer the demand to make the luxury shopping experience not only more convenient but with exclusive 5-star service is what can add true luxury value.


Digital channels need to be very personalised and bespoke for it to matter to the customers. It needs to be something that they care about. Growing the shopping experience needs to be made with the client at the heart of every single step, ensuring that it brings value to the customers.

The Framework


The framework was created by putting together the knowledge gained from the research findings and through examples from case studies of successful and organic digital integration in luxury fashion, from which five main points were identified. The specific channels that can be used to apply these concepts can and should be unique to each brand to give a bespoke experience, though there are baseline examples discussed in the full paper.

The framework can be used as a guide containing the five key elements of successful digital integration. The elements in the framework work together as a system and, following the theories of omni-channel commerce, should not exists separate from each other. Together, different channels, including offline, can work together as a cohesive system that brings the luxury value to the clientele.


This paper was done as part of my MA Design Management thesis in Northumbria University. After looking at the revolution of true luxury value and conducting a case study on growing brand Christopher Kane post-Kering acquisition, I am looking at digital luxury after observing how much luxury is lagging behind compared to other e-commerce sites. More information can be read in the full thesis below.