Australian women’s fashion retailer Sass & Bide launched its Spring 2014 campaign with the world’s first interactive, shoppable ‘3D’ advert, FREETOWN. But as digital and luxury continue to merge, will it dilute or magnify exclusivity?

Consumers of luxury goods are hungry for new experiences. Burberry's new flagship store combines digital with luxury – with their recent drop in share price, can this innovative approach rekindle demand?

Luxury brands have used heritage to differentiate and add value, but too much focus on the past can detract from the present. Hermès' 'Festival des Métiers' celebrates its craftsmanship and the incredible skill behind every item they sell today.

Luxury and digital are no longer anathema. Highly secretive and steeped in tradition, Chanel rewards visitors to its new microsite with unprecedented self-disclosure, proving that ‘heritage’ needn’t mean ‘out of touch’.