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":"5e771e5551eee0e9d2dd1f56e1b3ac12","s":"7430bb3a5c0d867c"}
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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