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CASE STUDY

Measure current and future impact of COVID-19 on attitudes and purchasing in luxury goods market

Objectives

  • Measure how the COVID-19 pandemic is impacting shopping and purchasing behaviors
  • Understand how attitudes toward luxury goods have changed during the pandemic
  • Determine how the pandemic might affect future purchasing behavior

Research Design

  • 3,000 shoppers in two categories of luxury goods were surveyed regarding their attitudes and purchasing during COVID-19
  • Results were compared to a pre-pandemic 2019 shopping and purchase habits study

Results

  • Client is better able to anticipate changes in the market during and after the pandemic
  • Client altered messaging to better address changing emotional and functional needs
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