Among the main drivers of the great digital transformation that we have lived through for 10 years and that we continue to live today, we find several notable ones that have been decisive in the process: digital disruption, demographic changes and customer expectations (Ebert and Duarte, 2018). When we talk about digital disruption, we refer to that phenomenon that accelerates digital innovation and that commonly tends to alter the landscape of several industries at the same time (Skog et al, 2018). In the fashion industry, technological disruption created boundaries between technology and brands with the emergence of e-commerce; fashion brands began to adapt with apps for their products and creating company profiles on social networks (Knickrehm et al, 2016). But it is not only that, you have to have a good digital strategy to get engagement with the consumer community. A luxury brand that has successfully overcome the barrier of digital disruption is Burberry, which according to was one of the best brands with a presence on social networks. Its digital strategy is complete, the images and videos are of high quality, in its ecommerce channel users can customize garments, purchase products with the option of picking them up in store, they even have a live assistant on their website in case you need help (L2inc.com, 2015; Aiolfi and Sabbadin, 2019). But e-commerce has its disadvantages and there are possibilities that physical stores will be affected, Burberry in this case attacked digital disruption and digitizes its physical stores with screens where they play videos of the brand, its history, catwalks, etc (Naylor, 2016). The objective was to provide the same online service as in physical stores and they did so.

Other drivers of digital transformation are demographic changes and customer expectations. The generations are getting ahead of each other and the new generations are technological, they do not know life without technology, and this becomes a problem for companies since barriers have been encountered such as how to attract this type of customer to which is added their expectations, since the digital transformation and the scope of instant communication has created a much more demanding customer profile (Bhardwaj and Fairhurst, 2010). It has made it a difficult task to achieve some exclusivity for some brands (Bhardwaj and Fairhurst, 2010). Louis Vouiton, who works every day to offer exclusive quality to his customers, developed a strategy in order to attract a different target, the boomer generation; the strategy was based on creating armours with the design of the brand for the game LOL better known as League of Legends (Huttu-Hiltunen, 2020).