Blog on ZARA fashion brand, personal luxury product portfolio expansion from personal luxury for women to other brands targeted at men, millennials or children. Online shopping and digital environments on the retail landscape are personal luxury products' and brands' next challenge which are relevant to all marketing topic perspectives - consumer behavior, strategy, distribution or IMC - and a current question is whether COVID-19 will be the end of luxury retailing. Digital strategy can be adapted to every single market where the needs of emerging markets are very different from developed markets?