The post-COVID luxury landscape: Gen Z, digital couture and retail-tainment

Emily Safian-Demers

The luxury market, like so many other industries, took a hit in the wake of the COVID-19 pandemic.

The luxury market, like so many other industries, took a hit in the wake of the COVID-19 pandemic. Now, as the industry begins to recover, a new roadmap is emerging for luxury brands and consumers. What are the trends that will define the next era of luxury?

Conscious consumption

Luxury is no longer defined purely by label, material or craftsmanship—it is defined by the impact that the product or brand has on individuals, society and the environment. “We’ve seen many decades of luxury as status goods,” James Glasscock, founder of LA-based GoodHuman, an ethical and sustainable online marketplace that launched...

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