Luxury retailers to hang on to pricing power this year after strong holiday season

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Taking advantage of hot demand for certain products, the smartest luxury retailers analyzed pricing, inventory and demand trends to stay ahead of the market, confirming the consumer’s willingness to pay full price.

With thousands of new products in the mix and online prices changing every day, for luxury apparel brands, it is safe to say that we witnessed a Roaring Twenties Redux for luxury ecommerce over the holiday season.Luxury apparel has grown steadily

With supply chain-driven scarcity, the clamor for Louis Vuitton products became so high that consumers have agreed to be put on waiting lists.our data shows a significant decline in promotional activityFor example, before the pandemic, nearly 92 percent of Louis Vuitton accessories were discounted. During Covid in 2020, this number fell to 37 percent, and through 2021, no luxury accessories – zero – have been discounted on Farfetch.

The trends we see through our data suggest that similar patterns of competitive response to price changes will happen if there are more lockdowns or other future crises.Consumption habits seem to be shifting from essentials back to desires. The year-over-year story from January 2020 to January 2021 was even more dramatic. Including both price ranges, there was an overall lift from 19,169 to 110,643 SKUs.The face and age of the luxury consumer is changing, too, requiring changes in target marketing efforts.By 2025, millennials will account for 50 percent of luxury sales.

 

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