Seismic Shift of Luxury Brands in India
Abstract
With the financial difficulties brought about by the COVID-19 induced pandemic, the fashion and lifestyle industry saw a colossal shift. During Pandemic, we noticed marriage of many acclaimed luxury brands with the Business Houses. This gave much needed impetus to the luxury brands to stay relevant in the digital era. The Industry which was meant only for niche-class customers witnessed entry into affordable luxury brands and territory which were untapped till date. This paper is an effort to highlight the economic outlook of the e-commerce sector in India and analyse key legal issues and disruptive trends which one should consider, to ensure a successful brand collaboration.
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