A New Era and a New Look for Luxury By Sarah Willersdorf, Joël Hazan, Guia Ricci, Alexandre Prénaud, Filippo Bianchi, Javier Seara, and Veronique Yang

Luxury brands spent decades turning design, aspiration, and high-quality goods into a $380 billion global behemoth. The coronavirus pandemic changed it all in a few short months. Sales have plummeted, leading to forecasts for a precipitous decline in 2020 revenue and massive uncertainty about the ability of many brands to rebound.

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