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

Being inaccessible is no longer an option

Black and white image of two models
High-end brands are rethinking how to speak to customers in a time when there’s undeniably less need for their products. Cuyana

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.

This story first appeared in the Oct. 19, 2020, issue of Adweek magazine. Click here to subscribe.
@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.