Marketing
September 11, 2020
Shoppers and staff are required to wear face masks in Neiman Marcus stores. Image credit: Neiman Marcus
By Sarah Ramirez
In the six months since COVID-19 led to prolonged lockdowns across the globe, it is clear that the pandemic has transformed consumer behaviors, attitudes and even lifestyles.
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wO8dkpjqmFl4BFYYY5lDnTNbzn+RqRx6SKK4pRpehXrdTvMWd1b9ss3fNSrkwfLRIxr2Mbte\/lEhjXCligzIkHiv89I6nKMiw8ppTrRvsQ0W7riJEXG71BXjYUCdW+IoZzq2Lnq+CCEDZodcBqlMGmyAoSz9McjmZ50daTOiPFT8pXA2qIfjTeDbH+VggU4zPSUhy3HJ7dgoJyupEPQIbNKoZ+cr9PVKqcrapfRV5w+sOWua5LFfTqh8zHxD5aa++Ixp+xVsA45+Vg1eFSt6VwKfVtazCMqBZNyjoaNlL93aM2Zgs5G2jNxvMO749JmqNcchwdl6wDntI9\/v0tJ2Sn82UlcmA9+phVALfkVdq50CC6e55NDt\/\/50HxNRqWkRftl6nwM\/RDBh0EZsw5186d6Ner58jBVdSsz1IHQzTCU5Zud1pcCuMlm4\/ywT0MMdbHISN+qk4JuH12F3KCR2EuOBBO18h0395ym3htfT9lkVV43ZtKcpYodWG9ULekc2shbvK\/D5MajEREdqyHBfnK5ZB37aoLj6+TIBeismcXxtA+UxGxZNSeYFn2XWzFSiYl3vNF2MGWk0\/A4gafYGtnHJHLMVJqOv7DjLo3b+nuy+Trdey6yBliXTIVwtw3cVGQl27TzOKv8c7dLzZ7Ny1TXJkklnHmEt0P0hlCUJxBEF6+z2IOarXzmnsc+gwm\/G5S8mu6r\/XOPzR8at3IE5LlsxYmbOLeZPLf5K4vLJxMVh4yoCTLHOUa\/hQG2c3wuZPtpt5xit14EmpQ1XY\/y9jYXYherHzdxb0x5U8NvgjnekFR92U56w5TwYAG84kOhPz20soEMf50A6nMEjfA8mT8aEa7Gr77d01hVRGCgJMZ3Lt+Pm72qnO+F5cRjI9FeyvJGJ3xjz+a58vwNZlbeP\/kw0P3oIHpCZlK89M9hk3J5eMOiYD9f8kap1r3MsWPyzldAwtA5La2SvAHzVg2l9rdJSy7\/vZmVV3jJjdNR289xg9pEDTe8sTZIHZNj+HIni+Eivgi9t1Fshgj909kYWf5pi+R9hcirBB9j1Mk3I34FrrZzJjAWU0FXU\/iCrGOfGJCJR5ZWOART8JWHqDnOhuzc2k4dhe2ebR+e1OebZCmROrchLq02YGxgQMnDL\/1Sr4LIGK6AAj+OE26BZIrBAdtFTim4S+tnl+9gSP49CGg8TNUeLpKV5Vo314UAHh687PoiUcfxT8S6wJ6yKMpglpO0XM8kT+CpmzVzsm6PXXFKa77RG\/UiKS\/4IxFCm3m52O+CxMX\/+Xgrvx8tSEwZYAab9cAsGMbSLjfwRMW5tekgogNHzm06WjgyYkFpPcYh1hzruDq611WJhZr90Pgq85SHwOMa9q6QsF47PqZwQe0mPYKezQHMwROOqJYSIq7I7L8+BxYTabI23F6\/1xVfYFDgt+nRL35akb8j8sdmAXtbw7aTh46G9PfhCVtQVcq5GHoBbbr\/3YMSqp357hG5Z2p7Rn+2I4ULTkZuBCgd+yLFCRaI18cE1aA7biG7u4Cobz7jSs\/JB+tB5uWqrhm2LpPl43CzkX5Z94gj4c1JbBFhkSCz82PNNgOsmmqGzBJtcjA6oWo7Fk29PBDhGjfToez2TO3peVmpZQVVAH0u2HxkEvysY+1fVS1jF2z7T3RuuJB4PYuNrrB8RtKhYQNxSw2IUo\/7oBO\/7YB+tj5aAaV4b8RnVreq0IwXanlsoxeneqQ85w6rCPzdaoqigftdMg7xX\/Wqb7RoQSFJjFsshnVUnQ+BPJlOKCroIVMlzsbZJsPxrEK75gdDDgjwCwzjpHo2JEIcbr2RUI\/ny\/FaUE2w9xq7w2vei0A17991d55Xfuo\/O\/vc5MzAkVt05m98N+Sr8c6qbV+ESN5VmVZcxXNHwP\/OLz+NUoPddyb1SHIjtAU29YEA6VpjCpJLMZiioeFadodUP4nxcXkOTYyN+XhO5pDiqt77+F9H90yASn2KjO9+fsyQ+cUKwW\/oH3LIkHcCPkt6UoFiqxzCnlEGCDVe5tBZoNpMqqFvF0eUnBmG3fhxS4\/Ffnz9BYhYC1i\/aJMace189+kaY2DXA83caHlZo+dmdOA69TtivW7F34RkNONZ7QPbkb5tz91anZXVSFN2dcyFISOxww9Fe7vYAskhNi0cn99XwpO815M9t2iW\/ddNu6i1QERcv1AvhsaohTz9ydJ5GWiSoKrF8OolpWxYPURz7WAhOr4h3VQNmhwziI1yDu8DaC6d84zmmrNpQfG\/jlSN2qOBv+e2nLtgHJIZ\/TUh2l\/Kavqxm8iGf\/4dWwev+BXCEvZ8ahSV7xnNsoINeljyjG25Z5YXA6dj98Ir15Mm6HWHoxy6YFIQv6VWXtfvciXCR94lGqSWbnrjTI0dnpFSMkxiYV2i0poKHPovzv+S9MRctrQMGn4PIQyEVxpKfuPFMiVnQsHuG++Gh\/h2WLV3ztapfCJcC676JpWzUHJV38rqbP2iyTMuSPXMaRwWJ\/K6N4R+cp+zp5\/JwZQduyqP+nXGTeknZ+hDOIINWnJrZ0fVFw+CrgdiT60rzBM9706t9\/Ab+7AaZDmo1g9tu\/BR\/Uhf1ARshOeDAIc2Quse65NRKABGkXsgl6las0VZ08Fo8lFZcgwSQIp5NNJKSHmvy3Ha41dUAl8OTwfEksglLgoYd9oFqryixVcaB4GjuJmDz2kYu7Zz+XcyKWaPt302EIb3ilxZhl3\/0OYjPggIoZ1YjOl7MrcA379hR8GmPSA4djTe2QiAQl6iqzKMPbflgJI5xwb8rgTZdH7h8e9OXlxwaIY4ApeXqDUDOxJUF10MNIh\/Z34ADVURSI\/WL+jWSsqwz+oxYVJ6ZHs9BxRVtI\/q8eHrioj4lWIpC2NvK4IFdRvz5nqMXxWv3isyzFp1fzKjda3crTXQWHa\/HDRI\/l4gOxXa6zXFgbQ7NN9p\/\/T7ZTZHUgr7KxwcFowj6cuhdg3\/gzxGCjSh3isWRNBizXFrL0fk8kPG\/xqGMi79z9RsqCXMAW9JO\/WN2IfMGvlvJWT8E3KOkbrhYgWgHfcR15JgBn89WpHB4F+KGXNSPmuSpCBFOvyTLIfIHXqNPsLVx3YC+62N3EAME9GgIzxH15\/ij75\/5a2Ed4SnVDO5tYuqKP3qoglienEcbVPtmIITVSbe6bZrmIYtcluecDe6Fywjg9S6WW\/6RVk69a\/9CCBgg1JGCYPkSfj8Yt0TYKMx1oWzmWKtE1n0VHQe8L1UO7\/l1ZjksC+ajjPjIZjxHdKXYwEg064EqCGfvPTMFVD7aKNjCaEF\/voG1sxsPmZqPliyT1ko63Jy4dCsX4iy2KMpIdG\/EAKDUpWBEAXI28vlrn6D8TlbyvapvorPQyyD7fIvH+uJfZj1NtpUMiE5jeYEDdsJ65bRrYk4+Glp2bkD0bDw+Dyygc4KzONuIY2271AT1fdsKPzWET1Xl9IUyVuJAQ112V7ZMO5xUyZCHqzRO+Z+P9TxEO6iKlYChWTxTeI3mv2k8ttMSOQ\/jXQLOZqxhPgopiIcJo\/or8f1rCDN2RtrzISnWMhwGDXhvx77zIBVyiLc559lpyddwgTVZVvE8SGZ6e5O4CRWfSArbs1dNTA8Irnojvp8is\/Drrz7DrAgG0E8O9QojNlTiLMpslqUBBKbhfri6jenCU+KopNkAERHifBGXobe2rHCgb+WGE+2docPWx86MDrRmKC0ejCeoSLNT0HZzE\/yo872V2B\/wTgyNlR+9nymVGdhfwJQp+lS2ShsIQsjTfgq6ahYXRQu\/a1ISgqeOPErhfsIhmj0Nn9Y2jwn4p7wMpSvlALs\/CpnOWnUxD8Sdu1gwZyFQlW+yeejhrgphv4HO\/bT2WAiDTNaAcDQW9PkDzCjbTYuJYX8kfITTs1NAen5Revt3t4mxM\/0\/yIhYn0q\/1Wz3mPg82GJYwlaS7xeD9j+URsU2nwnY9d9BZg269CBD1ywTax5d63J4nsGX9umLLUPMScGeXm8tWs26bz5+AFqitbkZYSKprqoqLekc\/h0hWRw\/QANytv3rVZ6phJrVvm78uw8aWPOazDfzI3aOPCDn7O1y7pQVsrRTeqpYlOLPCzy6HB7PMu3RZ9pUsmppL\/9CO+pWelsCLa2JI9e4Zqd239IH9PRQcvJ3JW6QxYAvH4Nvqb2RMl4+IKPZF3oUriS+RCbxudZpF5OFX\/DB7wha1b\/44yv+IZqFMBIemDbhwjNcjLseJCA9ElhVJSvXpNaqAs34rg7c5nCh1pJpiQKLxKeGPuP0iEcfZKLYi4wwUSkaaIRKc5uCZbmLZCrEfKi7tbxT6J00E6nsoFolzLoUR\/uA==","iv":"6daac00bb65573f449f39be415e45783","s":"b76bf5ae4a50bf1c"}
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I beleive the broader issues and implications for the luxury market are as follow
The Myth of Revenge Spending
I’m Here, I’m Safe and I Still Have Money
The New Luxury Is Modest, Discreet and Functional
Is It Really Luxury If No One Is There To See
Luxury Is a Very High Price To Belong When No One is Watching
These are game changing issues that many of the luxury brands have yet to address. The world post-pandemic is much more than the increases in contactless payment or consumption of alcohol