Finding sustainable growth factors for global luxury brands post-pandemic: a qualitative study

The COVID-19 pandemic profoundly disrupted the luxury fashion industry, challenging traditional business models and consumer interactions. This qualitative study examines the critical growth factors enabling global luxury brands to navigate and recover from the pandemic. Drawing on interviews with ten senior luxury brand managers in London, the research identifies three key strategies for post-pandemic growth: prioritising tailored consumer experiences across in-store and digital channels, enhancing digital engagement through innovative platforms, and achieving an effective omnichannel balance. The findings highlight the importance of understanding consumer preferences to create bespoke experiences that maintain brand exclusivity and heritage. Case studies, such as Hermès, exemplify the potential of creative digital content in sustaining brand value. These insights offer actionable strategies for luxury brand managers to address future crises while reinforcing market positioning and customer loyalty.