Today’s luxury has been largely based on creating high emotions built on human touch and connections, both on the supply and demand sides.
On the supply side, the human element is essential for consumers. Just take the hand-made craftsmanship of products and the delivery of high-quality experiences by professionals at the top of their game in showrooms, stores or hospitality.
On the demand side, the human touch enables consumers to establish deep connection with other cultures and loved ones through the consumption of original, creative, unforgettable goods and experiences.
But what if COVID-19 and the probably longish measures of social distancing ahead undermine the very possibility of protecting some of this human touch? How can consumers continue enjoying the high emotions and the sense of connection at the core of luxury if the human touch effect is temporarily weakened?
