The concept of luxury has its roots in the past and has always been associated with something that goes beyond basic necessities. But to talk about luxury, we first need to define what luxury actually is, which can be understood in several different ways. In addition to its functional value, luxury also offers a wider range of benefits that add value to the consumer. Luxury goods consumption has become dynamic and growing over the last decade - both in volume, supply and impact on consumers. However, measures to contain the covid-19 virus have had an impact on consumer purchasing habits. Consumption of luxury goods is often associated with well-being, high and stable incomes. In my thesis, I wanted to focus on how the consequences of the covid-19 epidemic affect luxury consumption and the valuation of luxury goods. I tried to answer this question by analysing primary and secondary sources, and in the empirical part of the thesis I used the questionnaire method. The findings suggest that the covid-19 epidemic has had both negative and positive effects on the luxury goods market. A large proportion of respondents confirmed that they spent more money on luxury goods before the epidemic, and there are also changes in the structure of luxury consumption itself. On the other hand, there is also the growing popularity of online shopping for luxury goods and the incentive for brands to adopt new paradigms of value creation to adapt to the new situation.
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