Digital Opportunities for Online Buying of Luxury Brands in UAE

Page 2
AGENDA
I. Introduction
II. Research Objectives &
Scope
III.Market overview : U.A.E
IV.Literature Review
V. Research Methodology
VI.Analysis & Findings
VII.Conclusions &
Recommendations
VIII.Research Limitations
IX.Progress on Drafting
Final ReportFinal Group Project on 23rd of November, 2018
869816869816

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I. Introduction
Final Group Project Presentation on 23rd of
November, 2018
Luxury is a culture, a
philosophy and an identity
which requires deep
considerations and
planning before application
of e-business practices.

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II. Research Objectives & Scope
(Executive Summary)
1. •In overall, to explore on digital opportunities or influences for online buying of luxury brands in the U.A.E.
2. •To identify the factors on both general customer and retailer’s luxury brands buying decision in the U.A.E.
3. •To identify, to what extent, internet/online will be able to influence customers behaviour in luxury brands buying decisions in the U.A.E.
4. •To identify on effectiveness for luxury brand’s successful engagement with digital/online/e-business tools
Final Group Project Presentation on 23rd of
November, 2018

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III. Market overview: U.A.E.
Final Group Project Presentation on 23rd of
November, 2018
Source: Euromonitor
* Sales of luxury goods by category: % value growth 2012 ~ 2017*
Online sales platforms adopted by major luxury retailers in
U.A.E. in the last few years
Internet users in U.A.E are growing rapidly and VAT
introduction effective in 2018 January was significant

Page 6Final Group Project Presentation on 23rd of
November, 2018
IV. 1 Literature Review: Overall
U.A.E. Culture
& Luxury
consumption
Demographics
Cultural
Dynamics
Luxury brands
& the Internet
Website quality
Vendor/
Product
Characteristics
U.A.E.

Page 7Final Group Project Presentation on 23rd of
November, 2018
IV. 2 Literature Review The U.A.E & Luxury
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Page 8Final Group Project Presentation on 23rd of
November, 2018
IV. 3 Literature Review: The U.A.E. & e-retail
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Souq.com, Tejari.com, burjmall.com have successfully launched to fit
the needs of online consumers in the U.A.E. online market.

Page 9Final Group Project Presentation on 23rd of
November, 2018
IV. 4 Literature Review: The U.A.E. & e-retail
Source: Euro monitor and McKinsey
Luxury brands and the Internet: It is essential for luxury brands to
understand the scope and extent of the digital world in order to
create an online luxury experience. And also important to balance
exclusivity with accessibility to profit from internet consumers.