This thesis explores the evolution of digital sales from its beginnings, where it was merely considered a complement to physical sales, up until its latest declination: the omnichannel strategy in the luxury fashion sector. Initially reluctant due to the fear of losing their status image, luxury brands are now quickly catching up and embracing this new technology, which can no longer be considered just an option but has become a strategic imperative. The thesis aims to define, by consulting the latest research, what constitutes an omnichannel strategy today and how it is applied in the luxury fashion sector, explaining how well-known brands have been able to successfully leverage these strategies to their advantage.