Despite an increased number of luxury brands finally moving online, most luxury brands lack digital savvy, said Scott Galloway, an associate professor of marketing at NYU Stern School of Business, who looked at 109 luxury brands across 11 categories, including fashion, electronics, jewelry, hotels and automobiles. Their fear of losing control of their brands, when coupled with a lack of digital and social-media skills, has contributed to the dismal state of the category online, he said.
