As many luxury brands struggled to stay connected to their audiences during the pandemic, Hermès is one company that has been remarkably resilient. The brand hasn’t been bested by the pandemic thanks to some successful innovation within its well-established brand codes.

Accustomed to rapid service and easily accessible products, Gen Yers and Zers are causing the luxury industry to bend to their e-commerce expectations. What do they want out of a high-end shopping experience? And how are haute couture brands grabbing the attention of these digital natives?

As a first step in reopening its doors safely post-lockdown, luxury department store Harrods is launching a personal shopping service for premium customers only. Brands that show how they’re prioritising safe services in their post-lockdown plans will build trust and maintain loyalty.

A global survey has found that many shoppers don’t feel recognised when interacting with businesses online, despite the fact they have access to their data. They’re looking to brands to use their information to provide seamless and personalised shopping experiences.