The article provides an overview and assessment of consumer trends that emerged during the COVID-19 pandemic from both a global and local perspective (Russia). The authors investigate perception of change and adaptive consumer behaviour, as well as the tactical capabilities of luxury brands interested in expanding the market while maintaining a premium brand with its values and history. First of all, the market in the luxury segment is shown through the lens of changes that have arisen in consumer behaviour in connection with the development of digital technologies. Taking this factor into account, the authors study the reactions of consumer behaviour that appeared in the new pandemic reality, and with the use of statistics of search queries based on Google and Yandex data, they show how global trends are manifested in the Russian market. The study reveals that against the background of global trends in consumer behaviour there was a more significant adaptation of the Russian population to new conditions, and in some cases specificity of consumer behaviour manifested itself in the local market at different stages of the dynamics of coronavirus spread. Based on the analysis of new trends, recommendations are given on what technologies luxury brands can use in the conditions of pandemic decline in the Russian market to match consumer requests in new realities. The research may be of interest to marketing and management professionals, as well as researchers in this field of sociology and industry management.