After the strong impact of the pandemic, the recovery rates are totally positive and are growing. And one of the main indicators of this recovery is precisely the luxury sector.

If we look back we will realize that between 2008 and 2009 its value decreased, but, in just two years, it recovered its growth, according to a report evacuated by Statista. This does nothing more than affirm those words that Coco Chanel said categorically "luxury is a need that begins when the need ends."

The years have passed and companies have demonstrated their ability to emerge stronger and with a high level of reinvention. For example, the value of shares in LVMH, the world's leading French luxury conglomerate, and Kering, owned by François Pinault, have been steadily rising. It is as stated by Eduardo Irastorza, Executive MBA Professor at OBS Business School, “When things are worse, luxury is more powerful”.

What will the world of luxury look like in the near future?

The reaction capacity of this sector is very large. Despite the fact that in 2008 there was a great recession, and that we are facing the pandemic, companies have been able to resist and still come out strong, to the surprise of some and the joy of others.

The statement made by Eduardo Irastorza that "When things are worse, luxury is more powerful" is true because the indicators clearly show that, despite the economic crisis and the subsequent consequences, luxury is a sector that hardly suffers at a time when the economy is affected.

This is because luxury acts as a safe haven or safe haven in times of economic unrest. These values are safe protection because they maintain their value and even increase it.
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