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Published by:
INSEAD (2018)
Revision date:
35 pages
Data source:
Field research


For over 60 years, Bluebell, a major actor in the luxury B2B ecosystem, has been helping Western luxury brands such as Louis Vuitton, Davidoff, Moschino, Manolo Blahnik or Jimmy Choo enter key Asian markets. However, the luxury industry is experiencing digital disruption and increased competition fuelled by the rise of online e-Commerce and international travel, along with increasingly connected consumers. While Bluebell's role as a link between the brand and the local consumer is still vital, it needs to alter its business model to remain in the game. Its adaptability has been the reason for its success so far, but to add value in the future it needs to evolve from a predominantly transactional role centred around distribution to one with greater connectedness, integrating new channels such as social commerce, and anticipating evolving customer tastes.


Luxury; Digital disruption; Social media; s-Commerce; Omni-channel; Marketing; Distributor; Digital transformation; Brands; B2B intermediaries
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