The COVID-19 pandemic has affected the luxury sector across the globe, changing the ways that HNWIs splash their cash. How have wealthy individuals in Ireland reacted to travel restrictions and lockdown orders? And how can high-end brands turn a sudden shift in values into long-term loyalty?

High-end fashion brands have generally not performed as well as fast fashion on transparency rankings. With exclusivity and a sense of mystique among the segment’s unique selling points, luxury labels have long been more comfortable with opacity. But could consumer pressure force a change?

After a year of digital-first shopping, luxury retailers are using an unexpected tactic to whip up interest in new collections: the trunk show. The old-school mainstay helps brands stay on top of accelerating trend cycles while building loyalty and rapport among key customers.

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.