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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vRGeLsAJXg1qIeIjXUtljPTggkOpD3O5DeFBQft2zP91mhYKqW8D3800Y4Z+VQUrdnWZgI7JzMzm32+9GV5Qb3CxsoqBBXji577CJ3GU+wwks\/cRt++sc3BYDGHTTn1odesgCQNDNViqCvdoX7uWuSqnS5bFPrDwjnUftXnmdrxnkM32LatQ+V92BJelmsU5aEohUH7vtRSVEzH3LEgAXU6RUfoHbgwuS8l29JB+yEKrT\/LbsMYPaH33\/yEbCTocMeFDOvDwQmIzHlFiHLYvGSfEKGmeQKSzXQnT+kRD9FOBSuTX49IKs8+gv8dDBMJfAVpHMuOckEGoYrQ36XYH8G6hBSLcI+oHQm5HESAHCaSFyzqveCZW0y3kgi2dL840yQhmv5c1OlHKiuRDRoDeSIXppNNAb0iB5nWaJaNGG3dZK1b3rvnlxn7BbrFmFxDH53UtbvidIpZC49hRqZR7k+NRoXexcFXTr7ld3GPQGV3cHlUbAJPqadoxXNboH8JQukGDmt2pBqNDX1sKBnP2c5Q8rREHwycLwSvV0xb0R2Jy+XuPmzNQ1hqSFQlswminhww29aPEJ+\/8NSSDKt8SHW1c52oBO7Lzcf0kvygUi\/SRp\/fFFVliKlco9YJJMuRkQIf82C2neUK3dbjE9m9raJErEBbs1NUEYJXz3+Nalgp0gdd7mUBF0pUBA+w4jFr7KoZGSpCrZzjrO12LEUy15gvzxgdV+I\/tpxzgeT4wLRUN3uWKtQdtmA80JWjgVrl\/+rzW+dTNtu7WdQL21hXY+rQxvnJBfND35K4Hz591Bv+LLHjntS41pX\/QXB4MzgYar6OowLzx\/d+z+XlYS74hjw8JAR+rfuMkFCrGS2mR7kwdGJSYOF34WhOdZ+K7GcSgmBIm8CTylCY1JrP37yMWme7dW\/SVs7R9aaB+eNPnm7CNJCRwPJig1bFI4OPL0rUBAhRiltrI1W\/Zz4YvwBW2LIx4oecgzfyaOcm6XQIK\/faFkhJ2RkLUG45o23ahBKqhWSgkHc\/DVaD9zLZGbmnfl+B2eDKqjX+5bzaPUYPsLhuyeg5FGsMZtysrd8yWPytZljSnPfnl\/FVgNPqgSitAjaRQkG0hr2qpOSjDLArdBF49YimGydeHDzUD5i2wsVvbT6NMWzqBDJxBMOCvN\/hVpXwjnfsew8fkQ8mMJkkqhkpFuYlrGd5bjaVdlV4cKiUFXrBZ\/ikjITM6vEucx83VeGLIq7oKyXbcbxj9Qjp81VEOdj4XpuJOve+Oo5pKeAXtIQiaQezzMM2pb1snZrc1PFRfFQMNN8xzZgk6mGR69cSEhnGphCdkrkXkiUq1YYz7RoVkXaHr25WEIDkbMWnIVDQTRrzZlaOLTrCEE8Blw+bKC3h\/HlqLKqT0KFPRMYwB5rYhtbs8SwNWUtZZ8\/9tm9ce18at0aJdnyUSln7TQ8RojJccILQU7+9cmcIzRZ3M3IZAzk3ORlXrGuFyHyldMoxwI14QSW74CkVQ4b7VxU0U1RDHGKn2VT+jyPxoxcXkXG\/Qdj22gPQoFOmRo1pak5nBO7wM4SqWJqEe8i86zkLb4lSoJg+ICQbgkhNuJ0l8aKpILdTHix1EOF\/ggUECKWGzvzJF8V4dCc+F8e9G0hLpZBb\/Y6PgTql2tpeLlZDBeMw5J9SSkevlHBb3RfPvZrkaqp2Sb+u6Wot6eVO0VusipRVfBY+h87qzo1uAHqC0lTxsKa+Iq0vU8O\/BP5apBUMDqZXpPQxohMsQS+ZX5Vit5B5EmTko9mBit8nTtB3fO+rtLYnBEIuLFs68EIKDa01YS2cXewnTdaM4LdidjRAOKe7Lw0mWkIqhFv8HcQKIulKok3TOfCR2eFJMAleywr8tmbL8+hlIV\/CxIXa96maGtQXxktYFLimk\/CJT\/3N55cwTcXrZyPzuxBb7oaG\/+SNxJmFca+sTsFLIMm2AyUpia2vj+MJ2ZzyBueV6Qe9qMnuhuQmYbPIsMcej+UJ36s2dNiL0hfBUvS6seMOasIixBVTwP7WdTP0JXGv7XPc+q7ORgPBgzRDKlqJcWGVmnqx8i2ILdxJLb888TFaJA\/r5BXaEpMJmKoKKp6t2LnxtLigeeBrmy7yZx9qxGgcfQR1uvTGuA4rNRvHCgTS3Ue13El\/ecAQlpN7F22H2T0GVENlYkK+KtrBAn9s12ry\/OTwEP0ZHPpv6TtqVJQBU6LQlkzxhl1Gt9n7HYCnIorsDtOpkM87\/1DZeIz9kZGzoLKK9ZpYHb6iXd3pkWNd8DVwD+1MhDULuLNUKUYJxFc3gFZjTXbxofvdbDkPK8\/uSMKmdK7YTkQQFnuvcot9gWqgp+MTwmMWGi\/60E5J9L5spcR5oQ7545LE4ibDdkg70iEE3P4Irq8TpzSnR5QeAHEWGe9kGGua4h0uvd1Wy26H84yusGxcloIozzrzf0e7Pzv4H8GWPAHqRF75x2agE3mvF1k1KofiV83\/WgsTAj5S\/GytmXah79+wbgOGykgIphzwuS45gLPIZLpx2KPFQCmGs7k\/wD\/XjROzf\/u5ddd+RSi696wzJ6kkbUWvL+j+Z3pYn0AGuMXbsN+dTfH5YWu+kCM8GaqMzKDzJkCPqvANR6BL8wIBjq0ypak6iiqe5c4cTiVLPJZZ7t9K1OSXYtbTJj3LY3pMwmF+e8jJ+jAxz4rcGDKKnfvvjC6vZZDFPCq1VQrImW1StZ5lxAo+aYSum2I+khhvH\/kUD6hurnXI\/msLRrXAAB60AQSo+Bx6V5ojZ1e9O6G59qcAIlbJmMIc5IUODWLHaOLj9E0g+mnj9tAEsuKCjCt2rdiBu0sdVURqTPXVRaPScBzppeTom7hVgMbSqZRBLl\/lcIPzhdEKqCQh88OgdNoMT+yxUH3yTPGDYhsULAVgzuAnp\/MDNjT0nJLfO536t4RT52MuVEw61vQrOjGKzZxXc2ppx3LmyDzfj4lsr6jvfrxc+8qm24T3bNnVWs6kto67IwLw+OGZrK92Mv0rWXHZBmANgJfDf4a4NpU7lKzfaFVYeEapDct8V0aXQSFMs0nJd\/i3VYjzfIrThCsL+eJ6CXUcE29D4+YFwOTmXFPSNI6D7g7usKhmJPklK\/nF3wdbJDZzkeAFSwC5G\/EjHFNfSuKNGI2\/AJhSNlY+8wjooHqeOo3K5ndfZ2XRS40i2xu302y0B1f2HOben1IBuKOk\/C0AKwxeMSFBVkirEAnIHTOAphvrKCOAn3TGwtXZsaJNkVSBfzNRoQ4+3jSINL8ARheGXcCaUiap\/09wt0ObQcb\/e5N+Gvs9x1r6JCVp\/ii47BGMw91Y7LpVRep5pHtO1iKVialUI8Gdf\/YhE9TgllFezdlkv\/Mx+3oeM9qGSnlTOzjUH8elz6PhgOrJ09hKa4EmOs+hHRYSxH82XuDxIe9l725GA205tMZbb2qIS3UVO4WeUrqxfTDwP9l4oH9q5A\/fX6kz26wIv\/xW2WUnZSlruNW1xfzws6hUa\/rSD4B52\/Fkew+4tZuj8hfFc0FvpHMke3QIiSM0wVf2qxiONs1v1FqsbeZu1rttmPktFfmwgsz+l2ZfNtwOi9QckwPj8FPlzfh6S\/m1eaBhrQcj3tLxo7Ql8cXumH3i6fip3TArXspanBJfQdj9WSuRlC0uDByj8LJHS3WCWOXSLgXTZze62SieIPM9Ga7uT7Hm37hix94jAGe\/X8KC3CCVVH6Tv8ZbYQvJTk5c+Y4RmCXmRCQyvnlHly2MSbdSResGdDvFvH3mD8BNIAIYdXiHp4Yxfhn5FkVrzEAKifLFouvougSxK+E22K9zU+W9tYVtXh+4TCcsG6MQaR7sGBicAOJYwRDoa5RMyyPL4yFRqlAJkL3hPnp\/xBJC82PMfKmE6PLvWVIkG4tvVuDdDjjiWwNA4XjGW9XR8\/l59X78DPQHdjMVy8nazaYxhc+5ejKLHT3LaxF+huz97QjDzqfVMqYbMtD1GhnU1+ZEyLAL48ETi36Mo18zaPNxexlKrtch3XbokL0SUaK0xomPHmSJEjYMCKOhza3Aldaqz3zw9iXo84tlumb2mKBMbZO9G\/FMAkf0XEkZX0Qo9uO8GZzZEBBxa\/7PJhMLA3TjAiixUQeKCXbxXX8MUggKZU2YeiQeDPmPpvSLlWY9+Sa0pDd5abZ7nwwu\/ax\/IfQQgc3gAuTPcGw5ngVr09ODXrdug0ZUMOagDpc4wo+WGGFIMN99qiD0WuhHFMofDg+cPRpXaKQme74UQ04xWAgxEX02vXSJfuB\/dq7kebYlUDzxVW8TaYr46RQ8aUsPwryxLYKe1w==","iv":"4d3158776073cfb568d15c1952971d90","s":"a3872271dc207c1f"}
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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