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":"52db55bfa36ee55aa00be43729a883c2","s":"5c695246712c004d"}
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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