7/18/2023 0 Comments Zipster jobs![]() Asian shoppers buy luxury goods outside their home countries not only to benefit from lower prices in Europe, but also because shopping has become an integral part of the travel experience: buying a brand in its country of origin comes with a sense of authenticity and excitement. 1 Aimee Kim, Lan Luan, and Daniel Zipser, “ How young Chinese consumers are reshaping global luxury,” April 2019. ![]() In 2018, Chinese consumers took more than 150 million trips abroad we estimate that purchases outside the mainland accounted for more than half of China’s luxury spending that year. ![]() The luxury sector appeals to a global consumer: 20 toģ0 percent of industry revenues are generated by consumers making luxury purchases outside their home countries. To survive, wholesalers are likely to adopt aggressive commercial and discount policies-which, at least in the medium term, could hurt the luxury positioning of brands that don’t have a concession model.įrom global traveler to local shopper. The damage could extend to brands that have not yet fully transitioned to a vertically integrated distribution model, as well as to upstart brands that need wholesale channels to reach new customers and to finance the development of their full collections. This pandemic might force some of them out of business. Even before the pandemic struck, independent luxury-goods wholesalers in Europe (many of which are small, family-owned boutiques) and some of the large North American luxury department stores were already struggling-in part because of luxury brands moving to vertical integration over the past 20 years and, more recently, the growth of e-commerce. While it’s too early to quantify COVID-19’s total financial toll on the sector, the pandemic has certainly shaken some of the foundational aspects of the luxury industry-and some of these changes could be permanent. We then recommend two sets of priorities for industry executives: short-term actions for “navigating the now” and longer-term considerations for shaping the future. In this article, we discuss the impact of the crisis on the luxury-goods sector. At the same time, with millions of people relying on the luxury-goods industry to make a living-from factory workers and retail-store employees to small-town artisans and craftsmen-industry leaders are planning ahead and wrestling with longer-term strategic questions to ensure the survival of their businesses. Indeed, luxury companies have pivoted to address urgent public-health needs: factories that produced scarves and perfume now manufacture face masks and hand sanitizer, and many luxury groups have made monetary donations to hospitals and other not-for-profit organizations. Amid the coronavirus pandemic, every company’s first priority is, of course, to protect the health and safety of employees, consumers, and business partners.
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