At the time of writing, Singapore is in Phase 2 of the government-imposed circuit breaker. Shopping malls and retail stores have reopened, with safety measures in place. But long before that, people were already basking in the pleasures of shopping in the comfort and safety of their homes. For luxury, the experience has become an elevated, more intimate one that analysts predict will continue even after we come out of the woods and people are allowed back into physical stores.
How has the pandemic made luxury shopping feel more exclusive?
SHOW OF SOLIDARITY
When lockdowns around the world started confining people to their homes, fashion forces swung into action like superheroes to the rescue. On one hand, they marshalled their resources to combat the crisis, making monetary donations to fund public hospitals and emergency services, lending muscle to fundraising initiatives and relief efforts, as well as pivoting into the production of single-use masks and PPE (personal protective equipment).
On the other hand, they thought about emotional wellbeing too. They brought comfort in the forms of positive messages, entertainment and fun activities, in a bid to alleviate the depression and stress of living in isolation during a global health crisis.
Dolce & Gabbana was one of the fashion houses that acted early by making a donation to longtime partner, Humanitas University, which is doing scientific research on the coronavirus. It also sought to raise more money by dedicating a portion of proceeds from e-commerce sales of its Devotion bag to the institution. To distract those frustrated from being cooped up at home, the brand hosted a series of digital workshops that families could enjoy together.
この記事は Prestige Singapore の September 2020 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は Prestige Singapore の September 2020 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
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