Does "Where" Matter? Exploring the Importance of Where in Luxury Fashion's Supply and Production Practices in the Wake of 2020's Global Crises

The purpose of this study is to understand the role that "where" plays in luxury brands' supply, production and distribution practices in the midst of 2020's global crises, particularly the Covid-19 pandemic. On top of that, it aims to understand the role of "where" in luxury consumers' purchasing intentions and behaviors. If it finds that "where" plays no role, it aims to understand what luxury brands can do to increase the role that "where" plays in consumers' minds.