At the beginning of 2020, the luxury industry was at the precipice of a seismic shift. Consumers were increasingly choosing experiences over things, facilitating the rise of the resale and rental markets, and inspiring luxury brands to move further into hospitality. China, which accounted for the lion’s share of growth in the market for personal luxury goods in 2019, had never been more important to the survival of old brands, and the development of new ones. E-commerce was steadily gaining market share and, while tourism remained a significant revenue-driver for luxury brands, growing government regulation was already making local customers more important.
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