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":"df068ccbe44006cf25e25c05f68dbe17","s":"f2f0954b37b2e21d"}
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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