The digital revolution has also changed the face of fashion. Initially suspicious about the trend, the fashion houses are nowadays fully committed to the digital world, constantly reinventing them and telling more and more upscale stories. Vogue and W Magazine, creating the legendary Style.com website- virtual bible of the fashion sphere- have convinced the high-end brands to be present on the Internet to the detriment of their survival. According to a recent study, the shoppers are “accustomed to having new styles in the stores all the time, and this is forcing luxury brands to be more similar to Zara and H&M in the way they emphasize newness, entertainment and the in-store experience”. The brands have to start rethinking the way they market their collection by creating new consumer experiences.