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Post-Pandemic, Who Even Is the New Luxury Consumer?

  • Words: Christopher Morency

  • Research by: Tattiana Lamas and Mike Nallan

Our latest research, presented in our New Luxury, New Normal: How the Last 18 Months Have Changed a New Generation of Consumers report, reevaluates the changing relationship between youth culture and luxury goods in a post-pandemic world. For access to the findings, sign up for a direct download link and a breakdown of the biggest takeaways delivered to your inbox.

Last summer, shelter-in-place orders flipped the attitudes of new luxury consumers — they demanded more social involvement, less ostentatious branding, yet remained optimistic about the road to recovery. Eighteen months later, with reopenings underway, do these dramatic shifts in values hold true? Which have been pushed further, and which, if any, have been retracted?

Our latest research, presented in our New Luxury, New Normal report, reevaluates the changing relationship between youth culture and luxury goods in a post-pandemic world. In it, you’ll find:

- What new luxury shoppers will buy next: How our audience’s time and money is increasingly dispersed outside of fashion.

- Why they’ll buy it: The values that will guide consumers’ decision-making process.

- Where they’ll buy it: The kind of experiences shoppers are expecting, online and IRL.

- An introduction to ‘The New Minimalist’: Who they are and how the group’s characteristics might be an early look into the buying behavior of the mainstream.

For access to the full findings, sign up above to receive a direct download link to the complete report and a breakdown of the biggest takeaways delivered to your inbox.

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