It found that people generally have a strong preference for a brick-and-mortar experience when buying luxury items. Online luxury sales picked up during the pandemic but have since come back down to earth. The overarching theme is that many consumers haven't warmed up to shopping luxury — namely, ultra-luxe items and brands — online. AdvertisementWe try to treat luxury with the same e-commerce experience we use for paper towels, and that just doesn't work. For the most part, luxury brands prefer that customers would rather shop in-store.

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Persons: Gen Z, Claire Tassin, haven't, Jason Goldberg, hasn't, Goldberg, Luca Solca, Solca, Nora Kleinewillinghoefer, Prada, Tassin, Louis Vuitton, Kleinewillinghoefer, Emily Stewart Organizations: Walmart, Morning, Moda, Groupe, Bernstein, Bain & Company, Burberry, Gucci, luxe, Companies, Amazon, Business Locations: —, Kearney