Marketing strategies and changes in times of crisis comparing high-end and low-end brands during the pandemic

HIGHLIGHTS

• What: The authors report the brand strategies high-end product (LVMH) and low-end product (SMFK) are using to face the crisis and surveys on consumer behavior change during Covid-19 to further confirm the analysis above. The aim of this paper is to provide insight into how low-end and high-end fashion brands in China managed to survive through the pandemic by adapting their marketing strategies.
• Who: Yiling Qin and colleagues from the The Stony Brook School, Stony Brook, United States have published the research: Marketing Strategies and Changes in Times of Crisis . . .
  

   

  

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