High-end Parisian department store Galeries Lafayette has launched a live, digital personal shopping service for its luxury consumers. With people craving bespoke services as stores remain closed, brands can cater to shoppers’ desire for exclusivity through digital equivalents.

Taobao Life is injecting excitement into online shopping through avatar games as several cities in China remain in lockdown. With people across the country still limited to the confines of their home, they’re turning to virtual worlds to live out aspects of their lifestyles.

As fears of a recession cause purse-strings to tighten, luxury brands are searching for new ways to reach audiences. Having long relied on the in-person experience, how are fine jewellery firms tackling this challenge? And what will HNWIs prioritise when buying high-end accessories post-pandemic?

For luxury fashion brands that have long relied on their prestige and exclusivity to court new customers, change is afoot. As they face up to a pandemic-induced recession and young shoppers who are digitally-savvy and socially conscious, how are they adapting to earn and maintain loyalty?