Online Luxury Has Limits

The Web is a better place to market big-ticket items than it is to sell them

Here's a question for all you business owners out there: If everyone in your industry threw next year's profits off the Brooklyn Bridge, would you do it, too? Mom's old line about resisting the crowd is an apt one for the latest group of retailers to appear on the Internet--the luxury bunch. In the past six months, the Web has welcomed some of the biggest names in glitz, from Saks Fifth Avenue to European giant LVMH. This star-studded group has spared little in its quest for online glory, pledging millions of dollars and scads of staff to make its e-stores a success.

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