Demand Fоr Luxury Gооds In Ukraine, russia, Kazakhstan

COVID-19 and introduced lockdown restrictions reflected significantly on the consumption and the way of producers interact with consumers. Offline service, as a value added bonus, became unavailable due to the close of offline stores. It had motivated brands to switch their efforts in terms of attraction of new costumer to online promotion. Luxury companies started to review their budgets and pay more attention to the development of social networks of their brands. They reoriented their marketing compains to online but the accent of personalized service trough the social media, especially Instagram and Youtube. They took into account the change in human’s behavior patterns and spending more time at home watching videos and searching trough the Internet. The pull of actions developed by luxury goods’ producers allowed them to save the quantity of goods at the same level as before COVID-19. In this paper we attemped to measure the influence of the social media, like Instagram and Youtube, on the quantity of luxury items sold. Taking into account the growth of new COVID-19 detected cases, we would like to understand whether it generates additional influence on the engagement rate of Instagram audience, and whether it raises the quantity of views in Youtube at the official accounts of luxury brands.