Luxury marketing: Examining the ‘new normal’ after COVID-19

Ksenia Samoylenko

The luxury industry is in flux after the COVID-19 pandemic, with new demographics and consumer priorities shaping brand strategies.

Luxury marketing in an era of change

This article is part of a series of articles from the WARC Guide to Luxury marketing in an era of change. Read more

When the pandemic hit across the world in 2020, economists and marketers predicted a second wave of the “roaring 20s” once the doors would be open again. As it turned out, those predictions were correct. Both LVMH and Kering groups announced double-digit growth in Q3 2022, despite the unstable political situation in Europe and continuous lockdowns in a key luxury growth market, China. While Q4 results are showing...

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