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":"f490334b2e275e75a8d1f79788388ec8","s":"c19644ee795f317d"}
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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