Ladurée is the oldest French manufacturer and retailer of gourmet chocolates, macarons, teas, and specialty items in Paris, France, and the global market. Ladurée is well known for its lightly colored, whimsical pastel macarons and its double-decker macarons dipped in fine French chocolate. In this video content analysis, we examine the intricacies of Ladurée and Godiva in the luxury chocolate and confectionery industries and how Ladurée pivoted from its 1862 storefront to global video storytelling in 2020 in order to remain competitive during the COVID-19 pandemic. The iconic Ladurée now shares video storytelling through its pastry videos and pivots with new concepts in the modern-day retailing of chocolates and patisseries sold as luxury and international digital products.

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