Vogue: Which pieces were your customers particularly responding to in 2020? Kate Davidson Hudson: I’ve seen a definite return to investment pieces and pieces with a sense of familiar iconography. It feels as if consumer behavior on the luxury end of the spectrum is somewhat of a psychological reaction to the pandemic in that as everything around us is changing so rapidly and with such rampant unpredictably, shoppers default to the most familiar options.
As a result, the heritage and legacy brands, along with pieces rendered in classic silhouettes or treatments, connected with the most resonance this year. Legacy brands such as Chanel, Hermès, and Dior, along with classic pieces including diamond studs, tennis necklaces, and simple gold chains, were the most popular jewelry investments. Consumers seemed to disproportionately favor familiar designer name brands across all categories.
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