Luxe Streaming: How Luxury Brands are Live Streaming Amidst Pandemic

What makes a brand premium? It’s exclusive. It’s expensive. And it’s rare. It’s like an exquisite diamond that only a select few can afford. This elite status is what keeps luxury brands alive for decades. People buy into luxury for the prestige. But how do luxury brands remain relevant amidst the pandemic when they have to uphold such exclusivity? Live streaming has been adapted in their marketing strategies, but it’s not at the same caliber as we expect.