What Pandemic? American Luxury Brand Mark Cross CEO Ulrik Garde Due, Plans Luxury Bag Launch

Mark Cross' President and CEO, Ulrik Garde Due, famed for reconstructing and repositioning myriad high end brands with the likes of Georg Jensen, Temperley London and Burberry is doing it again.

By choosing to launch a unique luxury bag, similar to the one that the company produced way back in 1905 costing around USD 2,790, Garde is surely challenging the status quo created by the pandemic globally. It is surely a bold move.

As per Garde Due the simple rationale behind this bold step during these times by the American Fashion brand is the belief that there are luxury purchasers who still want to buy genuine top notch quality luxury brands. He says he is drawing from his past experience during the 2009 economic slowdown where many luxury consumers still scouted and bought good quality and value for money luxury goods.

His thought process is in alignment with a McKinsey report that predicts the luxury industry scenario after the Covid pandemic is over. As per the report based on their research, this humungous crisis will leave a strong emotional impact on the psyche of the luxury consumers. This impact will apparently guide them to make a change in their choices with regards to luxury and make them adapt to what is known as Silent Luxury. Classic and rustic luxury factors, heritage, kind of craftsmanship, customized design, less glamour and more substance will be preferred in luxury goods.