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The Internet: tailor-made for accessories marketing
The National Retail Federation’s Shop.org e-commerce division says online sales of accessories, footwear and apparel is now a $20-billion business (second only to travel, the top category in online sales), while jewelry alone accounts for $5.2 billion in sales. As the “State of Retailing Online” report further explains,“The continued implementation of features such as rich imaging (e.g., zoom and and color swatching), rich Internet applications and product configurators have also helped push consumers online, making them comfortable with otherwise difficult and complex
online transactions that in the past have required the physical inspection of items.”
According to a recent Unity Marketing study, 46 percent of luxury consumers shopping for fashion accessories, jewelry and watches used the Internet in support of their recent purchases. “The Internet has a powerful influence on luxury consumers in terms of spending,” says Danziger. “Luxury marketers and retailers that also offer a website get a significant return on investment in terms of more spending,” she adds.
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