On-line sales as effective instrument of «luxury goods» exporting by national producers to the international markets: fur goods
Abstract
The paper reveals characteristics and feasibility of B2B and B2C distribution strategies of «luxury goods» of Ukrainian companies, using means of e-commerce technologies for fur goods as an example.
The paper highlights the features of online sales of "luxury goods", analyzes the current state and trends of fur goods in the world markets and in Ukraine in particular and raises the question of the risks involved – counterfeit, material authenticity and quality of finished products – and means to minimize them. The study shows that auction trading prevails in B2B strategy, which reduces the risk in material trading. Along with this, the paper reports there are new conditions and opportunities for low-cost strategies, within B2C strategy, for small and medium companies to move to «luxury goods» markets beyondUkraine, in particular, the introduction of fur into theUSand the EU markets through Amazon marketplaces and related Fulfillment services
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References
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