Exploring luxury fashion brands strategic decisions during COVID-19 crisis

Abstract

The aim of this research is to understand how luxury fashion brands can cope with the COVID-19 crisis. To answer this research question, I conducted a multiple case study on two luxury fashion brands, Burberry and Moncler, which have experienced the impact of the crisis in several areas of their businesses. The findings suggest seven main strategic responses: 1) adapt supply chains; 2) improve digital sales; 3) do not increase prices; 4) digitalize events; 5) focus on localized content; 6) reduce expenses; and 7) support the community. By providing insights on how luxury fashion brands can deal with this specific crisis, this research may help existing and emerging luxury fashion brands managers to develop the required crisis management strategies for surviving a potential future crisis. In addition, this study enriches the literature on luxury crisis management.

Date of Award	26 Jan 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Laure Leglise (Supervisor)