Marketing
September 11, 2020
Shoppers and staff are required to wear face masks in Neiman Marcus stores. Image credit: Neiman Marcus
By Sarah Ramirez
In the six months since COVID-19 led to prolonged lockdowns across the globe, it is clear that the pandemic has transformed consumer behaviors, attitudes and even lifestyles.
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","iv":"d87e82bea9bb37b19be5bb5411ee5938","s":"22b087ec77a58d07"}
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I beleive the broader issues and implications for the luxury market are as follow
The Myth of Revenge Spending
I’m Here, I’m Safe and I Still Have Money
The New Luxury Is Modest, Discreet and Functional
Is It Really Luxury If No One Is There To See
Luxury Is a Very High Price To Belong When No One is Watching
These are game changing issues that many of the luxury brands have yet to address. The world post-pandemic is much more than the increases in contactless payment or consumption of alcohol