The Covid 19 pandemic has heavily changed people's normal lifestyles, consumer behavior and consequently the marketing strategies of companies. In each country there have been different consequences on both people and industries, due to the different local social and economic situation, also creating a new perception of personal relationships. The luxury markets have been strongly affected in several countries, but China represents a case of interest for its peculiar characteristics and for being one of the largest world markets. The article analyzes the changes in the Chinese luxury market during and after the pandemic and how an Italian luxury company, Moncler, has adapted its marketing strategies to the new situation. The main trends that emerged from the Covid19 experience were a growing digitalization of the offer, greater attention and focus on new generations of customers, general omnichannel solutions that integrate online and offline proposals.

The Luxury Fashion Industry in the Covid-19 Era The Moncler marketing strategy in China

Tiziano VESCOVI
2022-01-01

Abstract

The Covid 19 pandemic has heavily changed people's normal lifestyles, consumer behavior and consequently the marketing strategies of companies. In each country there have been different consequences on both people and industries, due to the different local social and economic situation, also creating a new perception of personal relationships. The luxury markets have been strongly affected in several countries, but China represents a case of interest for its peculiar characteristics and for being one of the largest world markets. The article analyzes the changes in the Chinese luxury market during and after the pandemic and how an Italian luxury company, Moncler, has adapted its marketing strategies to the new situation. The main trends that emerged from the Covid19 experience were a growing digitalization of the offer, greater attention and focus on new generations of customers, general omnichannel solutions that integrate online and offline proposals.
ANZMAC 2022. Reconnecting and reimagine
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10278/5011040
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