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March 27, 2026
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Publishing

Did content keep the goodwill going for luxury brands during the lockdown?

June 18, 2020

Salvatore Ferragamo ran an Instagram trivia game to entertain consumers on COVID-19 lockdown. Image courtesy of Salvatore Ferragamo Salvatore Ferragamo ran an Instagram trivia game to entertain consumers on COVID-19 lockdown. Image courtesy of Salvatore Ferragamo

 

By Dianna Dilworth

As countries initiated lockdowns to prevent the spread of COVID-19, many luxury brands backed off on ads and turned to engaging content in a strategy that aimed to soothe consumers during distressing times.

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  1. Cartier celebrates 20 years of Women’s Initiative
  2. Stone Island pays homage to Naples with ‘A Sopres’ docu-film
  3. BMW Group to host Concorso d'Eleganza Villa d'Este 2026
  4. Mulberry to resume ready-to-wear with new creative director
  5. Disruption is focus of FT Business of Luxury Summit May 20-22
  6. Swarovski, Ariana Grande release sophomore capsule collection
  7. Longchamp, France’s Shapers Club form artisanal connection
  8. Audemars Piguet brings AP House concept to Miami Beach
  9. Chaumet expands environmental efforts with WWF France partnership
  10. Ralph Lauren strengthens ESG strategy, sets 2030 targets
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