Dr. Hemanth Y
Center for Management Studies,
Jain deemed-to-be University, Bangalore
hemanthtrend@gmail.com
Date Received: May 15, 2021; Date Revised: May 27, 2021
Asia Pacific Journal of Academic Research in Business Administration
Vol. 7 No. 2, 56-62 September 2021
P-ISSN: 2467-6691 E-ISSN: 2467-5148
Rise in Changing Luxury landscape - E-commerce boom After effect of COVID-19 Perspective 303 KB 12 downloads
Dr. Hemanth Y Center for Management Studies, Jain deemed-to-be University, Bangalore ...t’s a bit surprise that Luxury is taking a new shape at very faster pace which should have happened few years, but COVID-19 pandemic made this happened earlier for luxury industry to venture into digital platform. Forrester has estimated that luxury gain expected out from e-commerce market is to reach $ 1.3 billion by 2023 growing at a CAGR of 29-percent. Researcher emphasizes in this study the two aspects. The first one is crafting new branding strategy along with digital content specifically user generated content to make better in store experience to luxe consumers. The second one is to predict emerging trends in luxe industry for near future i.e., till 2025. This study has practical implications for understanding the trends which are coming up in near future.
Keywords –Branding, User generated content, Luxury, COVID-19, luxury trends, social media, e commerce