Luxury brands selling at home

When consumers have stop going to global luxury brands what do the global luxury

brands do? They simply knock on the consumer’s door and make a sale. Italian luxury brand SalvatoreFerragamo gets 30 to 40 per cent of its sales in India from home visits. Dolce & Gabbana, Ferre, Trussardi and Lladro are all achieving about 15 to 20 per cent of sales in India through this route. The conversion factor through this channel for most brands is very high and transaction values have also been relatively higher. Many luxury brands in India are now using this route not just for discounted sales, but also for their newly-launched products. This is working all the more in India because the cost of setting up retail infrastructure is very high.

Many wealthy Indian families prefer personalized service in the privacy of their homes over and above visits to upmarket retail outlets. The ‘shopping at home’ concept is very well received among corporate chieftains who are short of time and prefer their homes for selecting clothing and lifestyle products. One advantage shoppers derive from this format is that they can choose and select in the comfort of an environment which is far removed from the normal stress and bustle of a retail environment and can make decisions that more closely approximate their true feelings.