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 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 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 is a senior buyer at MACHINE-A, an e-commerce platform with a physical space in London’s Soho.
Joseph Brunner is an assistant menswear buyer at Browns, a fashion boutique based in London.
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.
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As fears of a recession cause purse-strings to tighten, luxury brands are searching for new ways to reach audiences. Having long relied on the in-person experience, how are fine jewellery firms tackling this challenge? And what will HNWIs prioritise when buying high-end accessories post-pandemic?
Branded merchandise was once solely found at business conventions and in the wardrobes of fervent fans, but it’s enjoying a renaissance as Gen Yers and Zers seek new ways of expressing their identity. What does this resurgence reveal of the shifting nature of consumer-brand relationships?
As people spend more time at home under lockdown, loungewear is experiencing solid growth. But beyond being just a comfortable indoor option, they’re becoming a status symbol for shoppers – Entireworld’s pastel hues and eco-friendly basics tap sustainability-keen luxury buyers.