Conclusions and recommendations

From the outlined research, there will be a struggle within the luxury sector. Customers will not be able to access the stores in a global lockdown, and there is little foresight for how this will impact retail. Customers will be less likely to need formal wear like bridal gowns, for social distancing prohibits formal events, and will continue for the next few months. However, when the rules are relaxed, there will be many customers who will schedule weddings or for formal events in the recovering months. So the brand should prepare for this with an upcoming campaign.

Consumers are also more conscious of what they are spending and value what they have purchased. Emotional-purchasing may be a trend where the consumer will buy what is personal to them for they will purchasing less. There is also guilt in buying what isn’t good for the environment, consumers want to support brands that look for sustainable resources and ethical values. Elie Saab is good with it’s online presence, the Instagram page is frequently updated and kept in the consumer’s mind. The brand participates in helpful organizations and has an excellent reputation. The brand could catch on with this and do a campaign surrounded a sustainable issue or women empowerment in the Middle East region/ Asia.

The main marketing plan