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  • How are luxury brands appearing useful at a time of crisis?
  • How are luxury brands appearing useful at a time of crisis?
    @LVMH | Twitter (2020) ©
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How are people connecting with luxe brands at home?

The widespread disruption caused by COVID-19 has forced brands in the luxury sector to rapidly rethink how they connect with customers. With high-end shoppers unable to peruse stores and attend exclusive events, how are labels adapting to stay relevant and ensure long-term loyalty?

Location Global

Scope
For years, the luxury fashion industry has been wrestling with its role in the global climate crisis and facing criticism for its out-of-touch approach to everything from diversity to the use of fur. The COVID-19 pandemic has plunged the sector further into an existential crisis, with rapidly changing circumstances leading people to reconsider their values. “The consumer mindset is not focused on spring trends or finding the It-bag of the moment. They are feeling denial, anxiety, dread and, for some, hope,” writes Chantal Fernandez, a senior correspondent for The Business of Fashion. [1] Disha Daswaney, a ...

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