Luxury is in a state of flux: political, social, and economic forces are moving the dial, blurring the lines between high culture and subculture. The COVID-19 pandemic and uptick in digital commerce means luxury brands will need to adapt to new behaviours.

According to Chris Donnelly, CEO and Founder at VERB Brands, now is the time for the luxury category to embrace digital strategies. A survey of more than 1,000 affluent consumers showed patterns of behaviour whereby consumers’ digital literacy appears to have more of an impact on their interactions with luxury brands than age.