THE IMPACT OF THE COVID-19 PANDEMIC ON E-MARKET OF LUXURY GOODS

Virus COVID-19 koji se pojavio krajem 2019. u kratkome vremenu se proširio po cijelome svijetu i donio promjene na svim područjima života. Pandemija koja je zadesila svijet izrazito je utjecala na gospodarstvo te trgovinu. Predmet istraživanja u ovome radu je upravo utjecaj pandemije COVID-19 na potrošačke navike kupaca u e-trgovini luksuzne robe. Elektronička trgovina vrlo je popularna tema danas u poslovnom svijetu te je sve veći broj poduzeća koristi kako bi ostali konkurentni i unaprijedili svoj način prodaje. E-trgovina se brzo razvija te se očekuje daljnji rast i razvoj te ima veliki utjecaj na određene grane gospodarstva, pa samim time i na trgovinu. Pojava COVID-19 krajem 2019. uzrokovala je promjene u uobičajenim na-činima opskrbe potrošača. COVID-19 utjecao je na kupovinu luksuzne robe koja je bila zaki-nuta prodajom u fizičkim prodavaonicama i potaknuo veće korištenje e-trgovine. Luksuzna roba označava dobro kojem primarna svrha nije zadovoljiti egzistencijalne potrebe nego ma-ksimizirati udobnost, estetsko zadovoljstvo te superiorni društveni položaj. Pod pojmom luk-suzne robe istraživat ćemo poznate robne marke odjeće, obuće, nakita te modnih dodataka. Izvorno je luksuzna roba bila dostupna samo bogatom dijelu stanovništva, no s vremenom po-dižući potrošačima svijest o robnoj marki luksuzna roba je sve dostupnija širem krugu potro-šača. Cilj rada je pokazati utjecaj pandemije COVID-19 na e-trgovinu, s posebnim naglaskom na e-trgovinu luksuzne robe, te kako iskoristiti trenutnu situaciju za povećanje profita i privla-čenje potrošača. Za potrebe istraživanje utjecaja pandemije provedeno je primarno i sekundarno istraživanje. Primarno istraživanje provedeno je u obliku ankete za analizu potrošačkih navika kupaca u e-trgovini luksuznom robom u tijeku pandemije COVID-19 putem interneta.The COVID-19 virus, which appeared at the end of 2019, spread around the world in a short time and brought changes in all areas of life. The pandemic that hit the world had a profound effect on the economy and trade. The subject of research in this paper is the impact of the COVID-19 pandemic on consumer habits od customers in e-commerce of luxury goods. E-commerce is a very popular topic today in the business world and increasing number of com-panies are using it to stay competitive and improve their way of selling. E-commerce is deve-loping rapidly and further growth is expected, thus having a great impact on certain branches of the economy, and on trade. The emergence of COVID-19 in late 2019 cused changes in the usual ways of supplying consumers. COVID-19 influences the purchase of luxury goods that were deprived of sale sin physical stores and encouraged greater use of e-commerce. Luxury goods signify a good purpose is not to satisfy existential needs but to maximize comfort, estetic satisfaction and superior social status. Under the concept of luxury goods, we will research well-known brands of clothing, footwear and cosmetics. Originally, luxury goods were availa-ble only to a rich part of the population, but over time, raising consumer awereness of the brand luxury goods are increasingly available to a wider range of consumers. The aim of this paper is to show the impact of the COVID-19 pandemic on e-commerce, with special emphasis on e-commerce of luxury goods, and how to use the current situation to increase profits and attract consumers. Primary and secondary research was conducted to investigate the impact of the pandemic. The primary research was conducted in the formo f a survey to analyze consumer habits in e-commerce of luxury goods during the COVID-19 pandemic via the Internet