Consumer interactions with luxury brands in digital spaces

Abstract

The evolution of luxury retail has witnessed a significant shift from traditional in-store experiences to dynamic digital interfaces, with platforms like Farfetch and Net-a-Porter redefining how consumers engage with luxury brands. This study explores how these digital luxury marketplaces influence consumer behavior, emotional engagement, brand loyalty, and perceived authenticity. Through qualitative methods—including thematic analysis of interviews with young Indian consumers aged 20–25—we examined how emotional satisfaction, sensory expectations, and digital trust shape luxury purchasing decisions. The study applies consumer psychology theories such as Self-Concept Theory, Social Comparison Theory, and Risk Perception Theory to analyze emotional dynamics in the digital luxury experience. Findings reveal that while digital luxury offers unmatched convenience and personalization through AI, it often lacks emotional depth, sensory engagement, and trust-inducing cues found in traditional luxury spaces. Consumers still value tactile experiences, emotional storytelling, and human interaction. Mistrust toward AI stylists, virtual try-ons, and counterfeit risks remain significant barriers. However, positive peer reviews, hybrid concierge systems, and emotionally intelligent AI interfaces offer solutions. This project provides actionable insights for luxury brands to bridge the digital-emotional divide and maintain exclusivity, identity, and trust in a tech-driven luxury ecosystem.