Why does luxury not weaken despite the crisis?

Audio 48:30

Luxury does not suffer from the crisis © iStock / Lady-Photo

By: Emmanuelle Bastide

51 min

No more fashion week, closed shops, tourists who have limited their trips… The fashion sector has not been spared by the covid-19 pandemic.

Publicity

The turnover of the luxury industry is even expected to decline by 20% in 2020, according to a study by consultancy firm Bain & Company.

But this health crisis was also an opportunity for luxury houses to reinvent themselves and rely on other buyers.

Thus, the boom in online sales, the increased presence on applications such as instagram, snapchat or tik tok clearly show that luxury brands have taken the path of digitalization and have chosen to open up to a younger population.

How has the luxury sector managed to seduce this generation Z (15-23 years) despite high prices?

What manna represents youth for the luxury industry?  

A program in partnership with Brune magazine.

With:

Marie-Jeanne Serbin Thomas

, editor-in-chief of Brune magazine

Yeba OLAYE

, creator of the Yeba leather goods brand

Eric Briones

, Co-founder of the Paris School of Luxury.

Author of

(Dunod editions) and

(Dunod editions) to be published in January 2021

A report or a Q / A with Nicolas Rocca, RFI correspondent in Seoul 

A report or a Q / A with Stéphane Lagarde, RFI correspondent in Beijing  

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