Forget about brand positioning. Make your product difficult to buy. Do not sell openly on the internet. Can you believe these were just some of the “rules” luxury retail brands were conforming to as recently as 2017?! Everything changed when the French luxury conglomerate LVMH launched their multi-brand eCommerce site and leveled the playing field once and for all. Keep reading to learn how technology is changing luxury retail and the strategies retailers can implement to take their unique experience online, including: ? Modernizing the online purchasing experience ? Creating intimate digital connections through personalization ? Engaging in post-purchase communication