Many luxury brands have resisted the lure of selling on Amazon
for a long time. A oft-cited argument was that they didn’t want their products to be sold in the same place as people are buying their toilet paper. (Ironically, toilet paper became a luxury item in 2020.)
Now these brands are playing catch up. Practically all shopping activities shifted online during lockdown, and some of those behaviors are going to stick. High-end department stores like Neiman Marcus have filed for Chapter 11 bankruptcy protection, and we’re only seeing the start of that.
But customers are buying luxury beauty