The Pandemic Has Proven That Luxury Isn’t About Products—It’s About Connection

Being inaccessible is no longer an option

Shoppers who once scrolled Instagram for the next “it” handbag are now spending time scouring Amazon for hand sanitizer. In a year when the focus shifted abruptly from what’s aspirational to what’s essential, luxury brands are looking for a new way forward.

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This story first appeared in the Oct. 19, 2020, issue of Adweek magazine. Click here to subscribe.