As Catwalks Move Online, Luxury Brands Try to Keep a Human Touch

The luxury-goods industry has been particularly hard-hit by the Covid-19 pandemic, as high-rolling shoppers stay home, boutiques remained shuttered for months and more consumers migrate to online boutiques that many brands long eschewed. “These are maisons which know how to do events and beautiful shows, and all of a sudden they have to reinvent their work to create an online experience,” said Anne Michaut, a Professor of Marketing at HEC Paris, in an interview with Bloomberg.