Why Luxury Brands Are Racing To Embrace E-Commerce

Farfetch is on the cusp of accomplishing something rare in the world of luxury retail: It potentially could become one of the few luxury tech “unicorns” with an upcoming $5 billion IPO. The lofty valuation marks a remarkable turn for an industry that had long been resistant to selling online, fearful that the internet’s mass access would damage luxury brands’ exclusivity. But now luxury fashion houses from Louis Vuitton to Chanel and . . .

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