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Should luxury brands expand into food production to get “essential services” classification?

LVMH's Moet& Chandon could offer snacks to go with its wines. Image credit: LVMH LVMH's Moet& Chandon could offer snacks to go with its wines. Image credit: LVMH

 

When the world shut down for the COVID-19 coronavirus outbreak, the luxury business was hit across sectors from retail to travel, forcing many brands to explore new revenue streams to help hedge their bets in future pandemics.