Open Access Opinion

Reconnecting With Customers through Culture – Revisiting the Concept of Cultural Diversity in Luxury Fashion Brands

Jenny Ma*

University of Greenwich, United Kingdom

Corresponding Author

Received Date: April 09, 2020;  Published Date: April 16, 2020


After Prada began manufacturing masks and LVMH started producing hand sanitizer in some of their perfume factories , most of us realised that the Covid-19 pandemic would not only force many businesses to adapt to the unprecedented and challenging new situation, but also lead to a change in our consumption activities. For example, it has been suggested that consumers might reconsider certain luxury consumption activities as the global pandemic may encourage consumers to take on a new set of values when spending money [1]. Therefore, the key challenges facing luxury brands after this pandemic will be to prove the value of their brands to their target customers and to attempt to reconnect with them. Continuing to embrace the concepts of sustainability and diversity will thus still remain the central brand strategy for luxury fashion brands.

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