Luxury stores: how are they different?

Is there today a significant difference between the sales spaces of luxury brands and those that are not? In the main streets of the destination cities of the world, New York, Tokyo, London or Madrid we find luxury brands next to the temples of fast-fashion. Zara showcases have long been a reference for fashion players in the territory of luxury. However, the products inside have very different prices, which does not prevent them from living side by side with ease. How is it similar and how are the luxury stores different then? Or is convergence your destiny?

The point of sale today or a luxury store is the place to live an experience. It is no longer a destination to make a transaction that one can easily do online. The store as a destination demands reasons beyond the need to buy something. The paradigm of the experience store is Apple. With its meeting place, the great square that brings everyone together, its high tables where to play and discover the product, its corners for learning about photos, music, its energetic and inspiring bustle. We like to visit an Apple store, time escapes us without realizing it and the search for a new product becomes a succession of surprises, an expedition of the new. 

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The stores that leave us memorable memories also tell us stories that interest us. They tell us about their artisanal legacy as the new Loewe store in Madrid that shows the videos of artisan's hands horizontally. In which they also teach the work of artisans of clay, wood, textiles. The store is the scenario of representation of the brand values. As is the Burberrys store on Regent Street in London in which they show their technological vocation with screens, virtual testers, and tablets in the hands of each seller. A space that represents the wen come true and in which we remember the Brits roots of pop music that the brand supports. Music and Burberrys in binomial driven by Christopher Bailey that also crystallizes in the store. Music, but British, please.

In a luxury store they know who I am, they call me by my name and I receive a personalized treatment and service. Before when luxury customers were few, the salespeople counted on their valuable customer book as support. Today it is the "beacons" and the internet of things that alert sellers on their " wearables " or digital devices of who I am, what I bought and what I may be looking for. Artificial intelligence algorithms can anticipate what I want to buy this time based on my previous behavior. Luxury stores aspire not only to personalize the service, but also the products we bought as in past times. Initials, stamps, adaptations, customization,…. The first initials on the outside and in color were put by Goyard and Bottega Veneta tells us from its advertising campaigns “when your initials are enough” ( “When your own initials are enough” ).

Waiting lists, limited series, numbered series,… everything speaks of exclusivity in a luxury store. In Hermes, the waiting list for a Kelly bag or a Birkin can be up to six months. At Ferrari, this wait can be even longer with the addition of not making sure if you can finally be a customer. And in this spirit of exclusivity, the stores of the most desirable brands in some cases show us their guts. Like the "Palazzo Fendi" in Rome. The customers are witnesses from the store and through a glass, of a workshop of artisanal manufacture of fur that is real.

In the stores of the most valuable luxury brands, there are no discounts. The price of the most emblematic products never changes because they never lose their value. Louis Vuitton or Hermes play in this league. For example, Chanel 2.55 never changes its price. Moet Hennessy has transformed an apartment in Paris near the Champs Elysees into a small boutique very discreet for its best customers. Its best and most expensive bottles of Dom Perignon or Hennessy are available to be discovered in the most private environment.

In short, luxury stores sometimes provide us with “wow” moments, memorable memories they get with the combination of all these ingredients.