While the pandemic ravaged economies and stalled purchases across many categories, the ultra-high-end luxury watches market saw an uptick in interest among high-earning Aussies. Many are seeking out extravagant and extraordinary pieces to add excitement to their monotonous pandemic lives.

While big green ears might not be in, Baby Yoda is behind a frenzy for beauty products, popping up in a number of collaborations that have quickly sold out. With people looking to have a little fun and inject a bit ofkawaiiinto their routines, the sky (or a galaxy far, far away) is the limit for collabs.

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?

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?