Luxury brands increase online offerings to cater customer demand

E-commerce is increasingly becoming a critical component of the retail industry. Online sales have reached 6% of all sales, a percentage that will continue to rise as customers continue to demand online offerings. Luxury brands are incorporating e-commerce into their business strategy later than other retailers. This is because luxury brands initially had security concerns about e-commerce and feared that it would diminish their brand equity. With prestigious brands like Louis Vutton and Chanel now tapping into the e-commerce market, luxury brand online sales are expected to reach 18% by 2025. However, the transition to e-commerce has not been easy for luxury brands that focus much of their attention and capital to the experience of the customer. Luxury stores spend lots of money on building fancy showrooms that offer the kind of pristine environment their customer’s desire. Luckily, the higher margins of the luxury products give the companies more freedom in experimenting with different product delivery strategies.

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Virginia MacKoul

Virginia is a graduate from the University of Florida's College of Design Construction and Planning with a degree in Sustainability and the Built Environment, and a minor in Urban Regional Planning. Virginia joined the Front Street team in 2011, as an intern. Upon graduation, Virginia joined the Front Street team full-time as the Director of Client Services. Ms. MacKoul’s addition furthers Front Street’s continued growth and expansion within Gainesville and other North Central Florida markets. She was promoted to Director of Marketing in 2014 and now manages the firm’s team of interns and oversees all marketing and branding activity. Virginia was born in Boston and moved to Lee County, Florida in 1997. Virginia graduated her high school's International Baccalaureate program and started at the University of Florida with a focus on Architecture. Virginia shares Front Street's passion of giving back to the community and those in need. Virginia's hobbies include photography, cooking, football, movies, music, and spending time with her dog, Brinkley.

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