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The Impact of E-Commerce on Luxury Brands: A Case Study on Brunello Cucinelli
Adesso, Isabella Corea Valle, Andrea Carolina
Adesso, Isabella
Corea Valle, Andrea Carolina
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Abstract
This paper explores the digitalization process within the luxury fashion industry. Specifically, we analyze how luxury brands are implementing digital strategies, such as ecommerce platforms, and the impact on the operations, image and reputation of the company. Using a qualitative approach based on primary and secondary data on Brunello Cucinelli, a major Italian luxury fashion label, we note that Cucinelli has been a pioneer in implementing a rigorous digitalization strategy for several years. Their strategy can be considered a one of a kind within the industry as it aims to find a balance between technology and human knowledge: the dualism between innovation and tradition has proven to be a decisive advantage for the company. The constant emphasis on maintaining its core values and combining them with a look to the future is what truly contradistinguishes the company within its industry. Overall, our study shows that the digitalization process in the luxury industry has become a necessity for every company in the sector. However, luxury companies should find a balance between innovation and their values to keep exclusivity at the core of their businesses.
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2025
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Keywords
AI tools, Digitalization process, E-commerce platform, Luxury fashion industry
Citation
Adesso, Isabella, and Andrea Carolina Corea Valle. "The Impact of E-Commerce on Luxury Brands: A Case Study on Brunello Cucinelli". BA in International Business Capstone, John Cabot University, Rome, Italy. 2025.