How virtual stores became a reality in the world of luxury

The rapid spread of Covid-19 in Europe in the weeks after Valentine’s Day meant watch and jewellery houses had to close their boutiques and focus on selling through virtual channels. Online chat rooms, video conferencing, WeChat stores and augmented reality on smartphones may pale in comparison with the ceremonious service luxury houses are known for, but as long as products could reach their customers, few companies minded the unusual setting. In fact, many have found more efficient ways to run their operations and plan to keep the arrangements in place once the pandemic is over. Read more (FT.com)

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