Just a couple of years ago, it was almost a taboo for fashion labels to sell online, for it is something that is associated with the masses and since it is more democratic and everyone has access to the products sold on the virtual store, it would kill the exclusivity of the products, or so thought many fashion insiders.
However, the success of Net-a-Porter and other luxury sites indicate that it is going to be a downhill task for those who set up stores online in the luxury industry. The demographics are changing very rapidly and within no time one could expect the nouveau-riches to shop online from home for Louis Vuitton and Gucci products.
While most people believed that it would kill the exclusivity, it would hardly do that. Since the ones who really want to buy would buy it anyway, selling luxury goods online just makes them more accessible to the ones genuinely interested. Just because the products are available online does not mean the masses would go purchase them anyway. They would still stick to their chinos and t-shirts.