The trajectory of digital in luxury has come into sharper focus. Digital is a critical source of growth and a powerful way to increase brand equity. It also enables companies to reimagine key enterprise processes, both front end and back of house. A Luxury 4.0 operating model has begun to emerge: brands and retailers use data to get closer to customers, capture emerging preferences, and streamline the process of turning ideas into new products. But digital will probably bring on further disruption—and players in the luxury market should prepare for it. Digital is having an even greater impact on how luxury shoppers choose brands and goods. Nearly 80 percent of luxury sales today are “digitally influenced”: consumers hit one or more digital touchpoints in their luxury-shopping journeys. Although digital’s impact on consumer behavior and luxury purchases varies by product category and price point, nearly all luxury shoppers have enthusiastically embraced the digital lifestyle—this isn’t just about millennials. Get the full story at McKinsey & Co.