Luxury Brands Must Fully Embrace Digital Customer Relationships To Survive

Luxury brands have felt the pain of lockdown and store closures; Forrester’s latest European data on consumer behavior during the pandemic helps illuminate what they can expect from consumers as lockdowns ease. Post-pandemic “revenge spending” in the West won’t follow the same patterns as in China, as economic anxiety tempers pent-up demand. Values-based communication takes priority over product influence for luxury brands during the crisis. The forced shift to digital commerce spotlights luxury brands’ digital experience and execution capabilities. Digital business leaders at luxury brands should use the growing consumer momentum to accelerate their own digital initiatives, as digital is here to stay.