Digital Transformation and Sustainable Growth: The Luxury Fashion Sector's Post-Pandemic Strategies

This study examines the critical factors for brand growth in the €283 billion luxury fashion market during and after the COVID-19 pandemic. The research aims to identify how luxury brands have sustained and enhanced their value and digital presence in response to the crisis, contributing to an under-researched area crucial for luxury fashion companies. The study employs a qualitative approach, incorporating critical analysis of existing literature and in-depth interviews with senior luxury brand managers. The challenges faced in securing interview data highlight the sector's secretive nature, yet the obtained insights provide valuable perspectives on brand performance and success factors. The findings underscore the importance of digital innovation, balanced omnichannel strategies, and enhanced customer experience in driving brand growth post-pandemic. The study reveals a significant shift in consumer behaviour towards online engagement, necessitating luxury brands to adapt quickly and rethink their digital strategies. This research contributes to the limited literature on luxury brand growth during crises, offering practical recommendations for luxury brand managers to achieve sustainable growth in a post-pandemic world.