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":"7985deb2c355a76e6476610f6e2fc8f8","s":"d0b81dcca8624af3"}
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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