2021’s Most Glamorous Cities in the U.S.

Global sales of luxury goods in 2020 declined to 2014 levels. What does this say about consumers’ attitudes toward glamour during the pandemic?

As in any case of a global-level negative event such as a disaster, social unrest, or terrorism, a pandemic causes consumer uncertainty. Thus, people focus on the basic needs rather than wants and retreat to saving mode.

It is not a surprise that glamour is not the priority of the majority right now. Consumers are uncertain about what lies ahead, unsure about their financial or physical well-being. Even if they are physically well, their psychology is not at equilibrium.

The lack of socialization has a huge impact on their psychological well-being as well as their buying behavior. People affect one another about what they buy and consume, and glamour is included; the reduced art of socialization means a reduced rate of social influence, despite the increased level of social media influence nowadays.

How has the pandemic reshaped fashion, especially now that more people are working from home? What are the three most surprising trends that have emerged?

1. The growth of social media. We all are subject to social media information, whether we like it or not, believe it or not, seek it or not, we get bits and pieces of information from some social platforms.

2. The focus on home improvement. More time at home redirected some attention to unfinished projects, renovations, or maintenance at home.

3. Focus on sustainable practices. The pandemic was a wake-up for humanity to reevaluate our actions and priorities.

What new status symbols of glamour and wealth have you noticed during the pandemic?

Well-maintained homes and gardens, online consumption, focus on health and social media activities are some of the new symbols of glamour.

What are your top three tips for living a glamorous lifestyle on a budget?

1. Do your research for price comparisons; take advantage of consumer platforms for suggestions and feedback on deals and coupons.

2. Don’t lose sight of what matters the most; don’t lose your focus on health; any luxury spending for health is justified.

3. Award yourself for an achievement by going a little over that benchmark once a month, especially for health (e.g., spa, massage).

What post-pandemic changes can we expect from the glamour industry (arts, beauty, fashion, fine dining, luxury goods, and services)?

They will be serving diverse market segments, a little different from their current consumers. Once people are confident about the future, there will be a buyer boom. With the relief of surviving a pandemic, consumers will go beyond their normal limits and enter new territories.

This is where the preparation of the glamour industry will make a difference. Will they have the marketing intelligence to convince consumers why their products are worth the time, money, and effort of a pandemic veteran? They should be preparing for the changing consumer needs and wants now.

Global sales of luxury goods in 2020 declined to 2014 levels. What does this say about consumers’ attitudes toward glamour during the pandemic?

The main reason for the decline is lack of opportunity to wear glamorous clothing and accessories due to the COVID lockdown. A second reason is a prolonged uncertainty about how long the pandemic will last. I think there is no change in attitude about glamour.

How has the pandemic reshaped fashion, especially now that more people are working from home? What are the three most surprising trends that have emerged?

The most likely consequence of a prolonged pandemic and working from home will be to make causal clothes glamorous. Fashion will extend to pajamas and home decor as well as masks and virtual backgrounds. Home offices will become more glamorous and a conversation piece.

What new status symbols of glamour and wealth have you noticed during the pandemic?

Masks, home offices, (home decor, bookshelves, flowers, plants, and virtual backgrounds.

What are your top three tips for living a glamorous lifestyle on a budget?

Go digital. Make artificial real. Splurge in affordable luxuries such as designer wines, gourmet treats, and baked cookies.

What post-pandemic changes can we expect from the glamour industry (arts, beauty, fashion, fine dining, luxury goods and services)?

The post-pandemic will blend glamour and fashion with convenience. People are now enjoying online shopping, home deliveries, and no-hassle in buying daily necessities such as paper towels, toothpaste, and personal care products.

Just as Uber made ride-sharing so convenient, it will also be necessary to make shopping more accessible and personalized. We will use our smartphones to try fashion online and get a virtual experience. Both brick and mortar, as well as virtual experiences, will rise to a new level of customer experience with smart mirrors, artificial intelligence, and virtual reality.

Global sales of luxury goods in 2020 declined to 2014 levels. What does this say about consumers’ attitudes toward glamour during the pandemic? 

Sales of luxury goods have declined for several reasons during the pandemic.  Some people can no longer afford them. Others don’t want to flaunt their affluence during the pandemic because that’s just not cool.  And another group sees no reason to spend on luxury when we are locked up at home and there is nobody to show off to. Seems like a waste of money. 

How has the pandemic reshaped fashion, especially now that more people are working from home? What are the three most surprising trends that have emerged?   

During the first month of the pandemic, it was common for people to log into video meetings in their pajamas and have their cat in their lap.  When it lingered into months (and now almost a year), people missed the routine of getting ready to make a good impression at work. 

People dress for work now, even if they are working from home using a tiny camera.  And people are thinking about the background.  Instead of hiding the background, people take a little pride in it now.  Who has the best “real” background on a Zoom meeting?   I like to take calls by the fire pit that I built (during the pandemic).  

What are your top three tips for living a glamorous lifestyle on a budget?   

Live below your means and hope people think you make less than you actually do.  If you want to live the lifestyle of somebody making $300k, go out and make $600k.  Don’t do the opposite, because people will just assume you are a fake.   

What post-pandemic changes can we expect from the glamour industry (arts, beauty, fashion, fine dining, luxury goods, and services)? 

“This time it’s different” never holds true.  These things go in cycles.  Luxury will be out of vogue until people all start saying luxury is out of vogue.  That will mark an upturn.  Buy low, sell high. 

Global sales of luxury goods in 2020 declined to 2014 levels. What does this say about consumers’ attitudes toward glamour during the pandemic?

I think this points to two separate catalysts. First, this could be a reflection of the K-shaped recovery that is occurring. Although many individuals are doing fine (e.g., white-collar workers), many other Americans are experiencing high rates of financial stress and unemployment. The decline in sales may be reflecting that segment of the population’s financial hardship.

The second reason is that I believe many luxury goods are purchased not for utility but rather for others’ to see that you can afford the luxury goods. What use is a fabulous bag if you have nowhere to show it off?

What new status symbols of glamour and wealth have you noticed during the pandemic?

There was an interesting trend on Twitter for a while, where zoom backdrops were being scrutinized. Any celebrities or experts that went on air with zoom could be analyzed for what was in their background. I think home decor and improvement has been a focus on many of our minds as we are stuck at home and could be a revitalized focus.

What are your top three tips for living a glamorous lifestyle on a budget?

My biggest tip for anyone and everyone is to track your spending. I don’t mind what anyone spends money on, I think that is a personal preference. But I hate it when people don’t know what they are spending money on. Intentionality will breed happiness because you will know you are actually buying things that make you feel glamorous rather than wasting money because you aren’t thinking about how it impacts cash flow.

Focus on what really gives you pleasure. You don’t have to be glamorous in every aspect. Maybe you love fashion. Then don’t waste your money on a fancy car. Maybe you love a beautiful car, then don’t waste your money on fashion.

Third, focus on what you think makes you glamorous rather than worrying about what others think of you. Some people call it “keeping up with the Joneses.” Others refer to it as relative deprivation. Whatever you call it…if you worry too much about what other people have, you will never be satisfied.

What post-pandemic changes can we expect from the glamour industry (arts, beauty, fashion, fine dining, luxury goods, and services)?

It will be interesting to see what emerges post-COVID. Many companies are being forced out of business so I worry about monopolies developing, but as I said earlier, the K-shaped economic recovery means there is a group of individuals doing better than ever. I think when COVID is over there will be massive opportunities in all areas of art, beauty, and glamour.

Global sales of luxury goods in 2020 declined to 2014 levels. What does this say about consumers’ attitudes toward glamour during the pandemic?

People have more important things to worry about and nobody to show off to, except maybe their dog, spouse or roommate!!

How has the pandemic reshaped fashion, especially now that more people are working from home? What are the three most surprising trends that have emerged?

In light of the pandemic, these things aren’t that surprising, but they include:  the “dressed from the waist up, athleisure from the waist down” trend, which I find works great for professional Zoom calls!   Another is using higher quality or luxury fabrics for leisure wear, like cashmere sweatshirts, for instance.  People want to feel cozy.  The third is wearing statement necklaces and earrings, which are noticeable on virtual calls, unlike more modest jewelry.  I’ve bought a few.

What new status symbols of glamour and wealth have you noticed during the pandemic?

I’m personally not interested in conspicuous consumption and don’t look for it, but glamour is often fun!  It’s a good antidote to the sameness of stay-at-home days.  I’ve noticed more middle-aged people coloring their hair purple, blue and pink, among other colors, sometimes coloring the back or underneath layers so they’re not visible on professional calls.

What are your top three tips for living a glamorous lifestyle on a budget?

I’ve spent most of my life trying to be fashionable on a budget, and it’s easier than ever now.  I love The Real Real and am buying most of my clothes from that site.  I’ve never minded buying good quality used clothing and The Real Real is sustainable, offers a wide variety of styles and is affordable.  What could be better?  I’ve also bought on ThredUp from the designer section and Poshmark.

What post-pandemic changes can we expect from the glamour industry (arts, beauty, fashion, fine dining, luxury goods and services)?

Hard to say exactly, but expect even more online offerings.  There probably will be more market segmentation than ever, since income inequality keeps increasing, unfortunately.