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":"58dc05807b4fa268317938673d52e457","s":"2e6f35912f6c5cc1"}
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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