COVID-19 has hindered sales across luxury retail, but will it drive the necessary change for high-end brands to finally adapt to the digital revolution? Luxury brands don’t have the community that contemporary brands boast as they are more aspirational, especially for first time buyers. In order to adapt to the changing times, brands need to balance authenticity while taking part in the digital age by embracing virtual fashion shows, social channels and e-comm. In our latest unEDITED episode, Zoe Gauntlett, Account Director at Threads Styling, delves into the luxury market and discusses social commerce's evolution. Zoe has experience working in brand partnerships across many fashion publications including HYPEBEAST, SheerLuxe and British Vogue. Now she manages media partnerships business at Threads Styling.Sign up to our weekly Insider Briefing to get the latest industry news and exclusive market analysis here. Don’t forget to rate, review and subscribe to unEDITED! Get in touch at unedited@edited.com if there’s someone you think would be a great guest for our show too.