Marketing
April 27, 2020
Designer Giorgio Armani hosted a virtual fashion show this year to stop the spread of COVID-19 infection. Image credit: Giorgio Armani
By Dianna Dilworth
When the COVID-19 coronavirus pandemic finally subsides, chances are that nothing will go back to the way it was before. The challenge will be to translate the tangible into the intangible, from bricks to clicks without missing a beat.
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","iv":"14455bfb0e7e43276d71f516c095fa3c","s":"5ed043fda2b74480"}
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In discussing how luxury will move ahead in the midst of, and after, this pandemic will not only be digital. Don’t forget tactile. Beautiful look books, mailers – things that are rich and luxurious visually AND tactically will support the new uses for digital experience.
People are also very digital weary at this point and we need to look to other ways to ‘shake things up’.