Can cultural clout keep luxury shoppers loyal?
6 Jul 2020
Can cultural clout keep luxury shoppers loyal?

For luxury fashion brands that have long relied on their prestige and exclusivity to court new customers, change is afoot. As they face up to a pandemic-induced recession and young shoppers who are digitally-savvy and socially conscious, how are they adapting to earn and maintain loyalty?

Mimma Viglezio

Mimma Viglezio is a creative consultant. She was formerly an editor at SHOWstudio and Lula Magazine, and has also worked at PPR (now Kering), the Gucci Group, and was the communications director at Louis Vuitton.

George Serventi

George Serventi is a fashion journalist and illustrator who graduated from Central Saint Martins in 2019 after launching satirical fashion platform Skip Dinner. He writes for LOVE Magazine among other publications.

Bryant Lee

Bryant Lee is a senior buyer at MACHINE-A, an e-commerce platform with a physical space in London’s Soho.

Joseph Brunner

Joseph Brunner is an assistant menswear buyer at Browns, a fashion boutique based in London.

Lara Johnson-Wheeler

Lara Johnson-Wheeler is a writer, editor and broadcaster. Formerly features editor at SHOWstudio, she contributes to London-based platforms including LOVE and Vogue, as well as V Magazine. She is features editor at Dapper Dan, contributing editor at Tatler and is a consultant for non-binary fashion brand ART SCHOOL. She also dabbles in luxury copywriting – contributing to Browns on a freelance basis – and public speaking, chairing panel discussions and debates.