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?

Frank Ocean has launched a store in New York City focusing on luxury accessories and fine jewelry. With more younger consumers interested in high-quality jewelry, they're connecting with brands that are leaning on relevant cultural references rather than heritage and prestige.

As the lines between fashion, entertainment, and digital self-expression continue to blur, retail giant Selfridges' immersive offering of both physical and digital retail is tapping into consumers' desire to explore their identity across their physical and digital lives.

COVID-19 has led to an uplift in e-commerce, and customers are planning to keep much of their shopping online way beyond the pandemic’s end. Canvas8 spoke to brand expert Mark Pilkington, author of Retail Recovery, about the role bricks and mortar stores will play for consumers in the future.