Bloomberg notices that, despite the current crisis (high inflation, employment uncertainty, the threat of a recession), the luxury sector is still booming. Marketing professor at HEC Paris Business School Gachoucha Kretz offers several explanations. Firstly, the post-Covid era gives customers a "carpe diem" attitude. Secondly, luxury houses have become more global and therefore more resilient: booming geographic markets can offset slowdowns in other areas. Finally, "there’s a perception for some of the top products that they’re estate-like assets: for timeless products, some customers are OK to pay the price.”