What's the role of luxury in a COVID and Post-COVID world?

‘Living the life of luxury’ is a term that has been redefined enormously in the past 12 months. With small freedoms the norm, we value experiences and materialistic things differently. Our aspirations have altered, and parts of the luxury sector have become unattainable in many ways. The pandemic prompted an outbreak of heart from brands, not a tone normally associated with luxury - a £48 billion sector - it also forced many firms to rethink rapidly and adjust the way they do business.