Luxury brands in China are going digital to help people maintain normality amid the COVID-19 pandemic. By live-streaming fashion shows that would otherwise be cancelled and offering ‘See Now, Buy Now’ options, brands are hoping to mitigate financial losses and maintain loyal followings.

As social media becomes a bigger and bigger part of our life, brands are tapping into this with ‘social-first’ strategies that meet people on their beloved platforms. But as we click-til-you-drop, how are luxury labels finding their voice and appealing to people in this new landscape?

The widespread disruption caused by COVID-19 has forced brands in the luxury sector to rapidly rethink how they connect with customers. With high-end shoppers unable to peruse stores and attend exclusive events, how are labels adapting to stay relevant and ensure long-term loyalty?

Branded merchandise was once solely found at business conventions and in the wardrobes of fervent fans, but it’s enjoying a renaissance as Gen Yers and Zers seek new ways of expressing their identity. What does this resurgence reveal of the shifting nature of consumer-brand relationships?