The hope for luxury and Fashion Brands to revive as life in China appears to return to normal.

After nearly two months of lockdown, the Chinese are emerging, life is returning slowly and signs of life are back with a safety measurement that becomes “ New normals”. Meanwhile, the other part of the world still fighting Covid-19 and the Global economy is predicted to collapse.

As China lifted its lockdown and life seems to return to its normal conditions, Brands has been relying on “ Revenge Shopping” to revive the world’s second-largest economy.

So, How much can brands rely on “ Revenge shopping”?

Photos from @hermes Instargram account and @louisvuitton Instagram account

Leaving your ex normal life wearing winter clothes to come out of quarantine to a new normal and find yourself in Springtime. That was the reality for most Chinese due to the pandemic outbreak. Although it was a hard time, the Chinese were back in stores forming a long line and respecting social distancing, people queued up to enter the shopping mall

And others posted on Wechat their binge shopping.

Getting Chinese consumer back in its feet, seem as a refresh for luxury and fashion brands. Hermès has benefited $2.7 on sales in the reopening day of its flagship store in Guangzhou’s Taikoo Hui last Saturday, LVMH has seen a rebound as Louis Vuitton, its biggest brand, have increased by 50% in the past two weeks according to WWD report. Some other brands have seen a modest jump in their sales.

It looks like a warm-up for the luxury and Fashion Industry. However, It will not weather the global crisis as the hope settle for ‘Revenge Buying’. Yes, Chinese will keep buying but they will shop wisely as consumers become more conscient about the environment, the economy and their health.

New things have changed due to Covid-19 that redefine Luxury and the meaning of life that will impact Chinese consumer behavior. Luxury and Fashion Industry need to act smart and offer healthy and sustainable stories to its ‘woke’ consumers. Chinese recovery case is a test on how Luxury and Fashion brands should react as the other part of the world still on lockdown.