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

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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.

It’s no small task: Consumers are spending less amid a global pandemic and economic uncertainty, according to data from PayPal and Vogue Business. Luxury sales in particular have dropped 21% as shoppers curb their spending and focus on practical goods like cleaning supplies, face masks and sweatpants.



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