As the world prepares to fully re-open for business after the Covid-19 pandemic, many fashion, beauty and luxury brands are asking the same question: do we need bricks-and-mortar shops since people have gotten so used to shopping online?
Brands lost a lot of money during the pandemic having to pay rent while shops remained closed. In most cases, e-commerce sales were not enough to make up for lost business in bricks-and-mortar stores. So how should they tackle the expected economic recovery? With caution -– sticking to e-commerce? Or open as many shops as possible in the right locations to capture best what industry experts call “revenge spending”?
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