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Publication Detailed Description
2021 Global Fashion Marketing Conference
Year (definitive publication)
2021
Language
English
Country
Republic of Korea
More Information
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Abstract
A qualitative study was conducted with the aim of analyzing luxury brands adaptation concerning the Covid-19 impact on the luxury sector. To this end, luxury brand managers from Lisbon were interviewed as a means to collect insights. Our findings indicate that virtual reality was crucial during the pandemic, as stores were closed, and brands needed to sustain their relationships. Managers enhanced social media as a powerful tool as well.
Acknowledgements
ISCTE-IUL / BRU-IUL
Keywords
Luxury,Immersive technologies,Fashion show,Covid-19,Interview,Qualitative
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UIDB/00315/2020 | Fundação para a Ciência e a Tecnologia |
