LUXURY CONSUMER BEHAVIOUR DURING THE COVID PANDEMIC. THE REDISCOVERY OF THE STRONG VALUE OF THE INSTORE EXPERIENCE PROMOTED BY THE DIGITAL WORLD.

The history of the luxury market The democratisation of the luxury market The many consumers of luxury goods and the focus of Generation Y and the Millennials The revenge of retail Boutiques reopen and experience-based marketing wins, with new forms of shopping.Focus on the Pop up store. The luxury sector during Covid and the importance of the online channel Fashion brands lead the recovery. The case histories of Tiffany and Moncler Consumer reactions during Covid: market questionnaires The consumer educates the brand