Luxury brands rely significantly on the spending of Chinese shoppers, who account for one third of global luxury retail sales. However, with most of these shoppers now staying at home as a result of the Covid-19 pandemic, this sector of the retail industry has faced the crisis by engaging with consumers proactively and positively through initiatives in brand communication, digital marketing and customer engagement, according to Forrester senior analyst Xiaofeng Wang.

As SA begins its own fight against the virus, with President Cyril Ramaphosa closing schools and encouraging social distancing; many people are looking to self-quarantine and the economy will most certainly be affected. SA brands can look to these examples to navigate what will certainly be a trying time...

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