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What does ‘a luxury store’ mean nowadays?

How can a retailer attract attention of potential luxury or premium customers?

Nowadays luxury store is not only a place creating an opportunity to present premium products, this in itself should  be an emanation of a lifestyle.

Creating the ideal environment for selling luxury requires a carefully planned strategy, which will help us to prepare an innovative and elegant place, providing an atmosphere conducive to serving customers accustomed to luxury. The place where arrangement of space and attention to detail will be a reason for your customers to enjoy an exceptional shopping experience.

Luxury has always acted on the imagination. The rapid growth of online sales, however, forced the store owners to find new ways to attract and “enchant” luxury buyers. One of the methods is so called “retail destination” – place which should create a unique bond between a luxury brand and consumer. An example would be “Townhouse” – Louis Vuitton boutique located in Selfridges department store on Oxford Street in London.

A central object attracting attention is the glass structure that looks like being taken out of the fairy tale world. In the middle of it, the glass spiral elevator has been installed. It takes customers on a journey of surprise and discovery within the three-storey luxury boutique.

Louis Vuitton store has been designed according to the ‘store within a store’ concept (the design director was Frenchman, Nicolas Gwenaël), which provides a physical store response for the new digital reality. The concept assumes that entering the gates of the store should be like stepping into another world, as we enter into another reality, by logging in to the network. Opening the store gates is a kind of detachment from the physical space. In Louis Vuitton store walls are composed of layered fabrics that, reinforced by the effect of indirect lighting, create a sense of depth and appear to be out of focus. Part of the idea is also a special “Digital Atelier”, where using the touch screen, customers can “set up” bag responding to their own needs.

Since the visit in a luxury shop should be like stepping into another world, store managers are responsible for preparing unique experiences for their customers. Do you have any ideas?

Photo: frameweb.com

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