Maincourt, ChristopheAlves, Hiago Araújo2022-06-202025-05-212021-06-292021-05-21http://hdl.handle.net/10362/140313Over the last two decades, luxury multi brand pure players made a huge contribution to the rapid acceleration of the online luxury market. This digital development simultaneously propelled the emergence of personal luxury goods niche brands in the industry’s competitive landscape. By analysing multiple luxury multi brand e-retailers, this study concludes that although it is not easy to break into these platforms, brands can leverage from Net-a-Porter and Far fetch in their image building process by receiving positive brand equity and brand awareness. Amazon, whilst being a good driver of sales, should be avoided due to its deteriorating potential to a brand’s image.engLuxuryPremiumFashionE-commerceFarfetchOnline LuxuryNicheE-retailLuxury distributionLuxury retailLuxury e-commerceE-luxuryNet-a-porterAmazonmaster thesis202894959