In this turbulent context that the world has been going through for a few months and in the midst of media and human scandals, the luxury and fashion sectors must adapt their methods.
Galeries Lafayette: more than ever digitized
The Parisian department store on Boulevard Haussmann reopened a week ago. But to strengthen their turnover while continuing to provide a unique experience for their customers, they rely on a new digital strategy. Through their website, they develop the concept of Exclusive Live Shopping. Now you can experience the store from your couch. Thanks to this new system, you can request the help of a brand advisor or a personal shopper via the video format to best accompany you during your shopping. In addition, the service is available 6 days a week and in several languages. 
Louis Vuitton: a summer air
On June 4th, the French fashion and luxury leather goods label opened a pop-up store on the ground floor of Galeries Lafayette Haussmann in Paris. Pop-up stores are a new concept highly appreciated by luxury brands. Indeed, they make it possible to test a customer presence over a short period. They are also used to enter a new market. They offer a unique experience to the consumer, as was the case for Lancôme. Louis Vuitton's pop-up store is dedicated to its summer collection LV Escale. With the air of beach sheds, a surfboard branded with the monogram and tones of the seaside, Parisians will be able to travel by visiting this shop. 
Sergio Rossi: self-service luxury
Like the French label, the Italian shoe brand Sergio Rossi relies on the pop-up store. It is via its Instagram account that the brand announced the opening of this store in Milan for the whole coming year. In view of the current economic situation, the brand prefers to limit investment risks and therefore relies on this new concept. An unprecedented operation is set up. Customers must make an appointment via their smartphone to get there. The layout of the point of sale is just as unique as its concept. A pipe-like tube sits in the middle of the store and allows customers to receive their shoes. Indeed, the latter is connected to the warehouse. 
Lacoste: a solidarity crocodile
To be able to thank all the volunteers, all the extraordinary people who were on the front line during this health crisis, the fashion brand Lacoste is creating an exclusive polo shirt. As always, the values of the brand are embodied by the crocodile and worn on the heart, it was logical to embroider a heart on it. This is the classic and unisex polo shirt. All winnings will be donated to the International Federation of Red Cross and Red Crescent Societies. The brand has also launched a range of cotton masks at a price of €15
Kering: the fight against racism
Many public figures quickly reacted on social networks to the death of George Floyd. With the #Blackouttuesday or #Blacklivesmatter, social networks have been privileged to demonstrate with one voice around the world. Brands also wanted to respond with messages of support. The Kering group has differentiated itself because it has opted for concrete action. Through an Instagram post, the luxury group led by François-Henri Pinault announces that it will make donations. These will be donated to the NAACP (National Association for the Advancement of Colored People), as well as to Campaign Zero. Thanks to all these unprecedented initiatives, fashion and luxury brands can try to maintain their numbers. They also generate essential publicity and communication in these complex times.
