Marketing Reset: How to Drive Brand Performance in a Post-Covid Era

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Since the start of 2020, the Covid-19 pandemic has disrupted the global fashion, luxury and beauty industries, forcing brands to reconsider the way they communicate with customers as well as their approach to marketing. 

Moreover, the past few months have become increasingly important for brands as they have had to press pause and re-evaluate their business strategies, goals and values to respond to the global and political movements that are shaping the industry. In these trying times, brand equity is more important than ever and as the landscape changes, consumers are looking for relatable stories and information. 

While the market reopens and transitions into the recovery phase, what will be crucial for brands to understand is the impact the crisis has had in order to make actionable decisions that will have positive implications on their brand performance moving forward. 

Throughout this session we will cover the following:

  • An evolution of the fashion, luxury and beauty industries before and during the pandemic
  • The most impactful Voices that are shaping the new normal
  • How digitization and budget reduction will force the optimization of resources
  • How measuring will be key to take not only smarter but faster decisions in a moment where things are changing from one day to the other


Michael Jaïs has been the CEO and Co-Founder of Launchmetrics since its establishment in 2016 following the merger of Augure (which he co-founded in 2002) and Fashion GPS. Throughout his career, he has held several management positions at leading firms such as Thomson Multimedia and Accenture, as well as other founder roles with companies including ETL leader, Leonard's Logic, which was successfully sold to a subsidiary of OpenText. He holds a Master's degree from Sciences Po Paris in Economics and Finance, where he now serves as a part-time adjunct Marketing professor for their Master's program. 

Tatiana Ferreira, Launchmetrics' Chief Customer Officer, joined the company in 2011 as Client Relations Manager handling customer success in the US before going on to manage the team as Director of Client Relations. Additionally, she has served as the company's Chief Experience Officer where she founded the Launchmetrics Academy to provide training and development to all employees. Tatiana holds a degree in Marketing and Information Systems from Loyola University, Maryland.