Exclusivity Under Threat: Luxury Fashion’s Ambivalent Relationship with E-commerce

The fashion business environment was investigated through producing a creative business report on luxury fashion’s relationship with e-commerce entitled ‘Exclusivity Under Threat: Luxury Fashion’s Ambivalent Relationship with E-Commerce’. Extensive research was carried out on the historical context, the consumer and macro environment and various analysis tools were used including a PESTLE analysis and market map. From drawing together the different strands of research, recommendations were offered that luxury brands could employ to respond to the growth of e-commerce.