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":"2cef420239d1c2b604cbd24cf172bfe4","s":"2016fd99c32ab679"}
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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