Comparative analysis of the use of digital marketing tools by premium brands

The article conducted research on which brands can be classified as premium. It is shown that luxury brands can be of various categories. The features of the use of e-commerce in various brand niches of premium products are analyzed. It is shown that despite the skeptical attitude of managers of premium brands to e-commerce, the sphere of trade in premium brands is expanding. The trade of premium brands in the field of cosmetics and attributes is especially effective. Enterprises that produce premium brands are going to expand trade on the Internet by producing products close to premium, but which are much cheaper.