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Luxury retail’s hot new trend

November 29, 2018

As customers nowadays have an intention of a store that not only sells stuff people need but also is a place for hanging out, many luxury retails including Hermes, Dolce & Gabbana and Coach have launched a “ cultural hub” for everyone to join. It is such a hot trend that attracts a lot of attention of individuals.

Examples of luxury labels applying this new trend

Dolce & Gabbana opened a shop on Mercer St. in Soho, New York this summer. Here, people especially young group can take a lot of photos in a luxurious and instagrammable clubhouse. Each month, people can also join a concert featuring up- and- coming bands as well as a “ drink and draw” night. 

At the same time, Carre Club was opened in Toronto, New York, Singapore, Los Angeles and Milan by the most exclusive and luxurious brand Hermes. It was a free place for everyone. Thus, guests had an opportunity to photograph, sing karaoke, enjoy complimentary refreshments at a coffee shop as well as watch designers and artists working in an on- set atelier. 

The concept created an interesting experience for customers to enjoy/ Ph: purestarmanagement.com

Reasons for this new trend

Luxury brands and retailers started to create those kind of moments for a number of reasons. First and foremost, this helps create a new environment where there is no limitation of pre- designed retail space. There, people can roam through the store with a sense of self- discovery. Second, this is also a way of educating attendees about the label’s heritage accessibly. The more people are involved in the hub, the more influence the retailer can extend. 

In brief, the new trend that many luxury brands and retailers are doing brings customers a lot of benefits. Although this might not drive sales for brands immediately, the trend will help those labels a lot when they are ready to make a big purchase in the future. 

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