While the core personal luxury goods market has contracted in 2020 for the first time since 2009, falling by 23 percent at current exchange rates to about $257 billion, it has been a year of profound global change in the way we live, the way we shop and what we value. These are among the findings from the 19th edition of the Bain & Company Luxury Study, released in collaboration with Fondazione Altagamma, the Italian luxury goods manufacturers’ industry foundation.