Luxury convalescence: fast-forwarding
In this particular context, MAD undertook a detailed report on the strategic challenges of Luxury Maisons post-Covid-19.
The study “Luxury convalescence: fast-forwarding” will be released in several stages, every two weeks, from the end of May to mid-July 2020.
Part 1: 2020 – Managing the unmanageable, from economic shakedown to reinvented clients
An introductory part of the study on the post-Covid-19 economic impacts and the challenges of changing customer behavior.
This first part offers a financial analysis of the Industry, covering the Maisons’ latest statements, and a consolidation of the 2020 perspectives.
It then details how the crisis became a ruthless accelerator of at least 4 cross-category trends for the Maisons, originated by the Luxury clients before the outbreak: the Chinese Luxury market, the conquest of local client, the “No-Channel” and the “Brand Purpose”