This article focuses on the factors affecting Millennials purchasing online or offline choices in luxury fashion. In particular, in relation to the rising literature in Millennials relation with luxury brands, it is focusing on the missing literature on the variables that are affecting their choices in the increasing debate related to their online brand relation and purchasing orientation.

ABSTRACT
 Introduction
 Theoretical Framework
 Methodology
 References

• Serena Rovai(Excelia Group - La Rochelle Business School, France)
• Silvia Ranfagni(University of Florence, Italy)
• Simone Guercini(University of Florence, Italy)