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With the year 2020 marked by the crisis related to Covid-19, luxury houses and particularly retail, have suffered greatly from the pandemic. This period has therefore allowed luxury houses to realize the main priorities in which to invest for the future. Several trends have emerged in 2022.
With the ambition of attracting customers to their retail outlets, the brands have been thinking about the various means to be put in place to achieve this ambition. The years 2021 and especially 2022 have seen several innovations in retail outlets.
Personalizing the customer experience through new technologies
With the year 2020 marked by the Covid-19 crisis, luxury houses have seen their offline channels (physical stores) closed for many months. On the other hand, their online channels have taken over, allowing the houses to stay on course and achieve numerous sales.
Aware of both the flaws that can occur in the “real” sales and the emerging and promising technological innovations, the luxury houses have gradually invested in the latter and change their long-term strategy. Digital tools and redesigned stores have been in the spotlight this year.
For example, Yves Saint Laurent‘s Beauty Tech Innovation Lab launched “YSL Scent-Sation”, a state-of-the-art in-store experience that leverages neuroscience to provide personalized fragrance advice. Other brands have embraced the trend for innovative in-store experiences to take customers on a journey through history. This is particularly true of the Dior store on Avenue Montaigne, which has just unveiled its 3-in-1 space, entirely redesigned by architect Peter Marino: a unique and spectacular space divided into three parts: a boutique, a gallery/museum and a restaurant.
Chafik Gasmi, architect, notably stated in an interview with Luxus+ Magazine that this innovative trend of multi-space boutiques will be conquered by many luxury brands in the future.
Digital, part of our daily lives, has also found its way into another dimension of the strategy of luxury houses. Indeed, NFTs and the metaverse have gradually become part of the retail and offline sales of the luxury sector. Hublot, Gucci, Yves Saint Laurent, Bentley, Jacob & Co, Mercedes-Benz and many others have all taken advantage of the rise of metavers and NFTs to enhance their customer experience. Some offer an NFT with the purchase of a luxury car while others share exclusive experiences in the metaverse with their loyal customers and offer them artworks in NFTs.
Sustainable development and eco-responsibility, other major imperatives
Traceability, production methods and locations, the sustainability of points of sale, the ethics of suppliers and sustainable materials used are all points to which the consumer pays more and more attention and now occupy a predominant place in the purchasing decision.
“Today and even more so tomorrow, all stores offer a “responsible” offer and highlight their CSR commitments. The traceability of supply chains is the foundation of this trend. Numerous initiatives and tools are emerging to support this profound transformation in the various consumer sectors,” says Bénédicte Sabadie, Head of Deloitte’s Retail & Luxury sectors.
A large number of luxury houses have acted accordingly. In the current context of war between Ukraine and Russia, a dilemma has arisen for global luxury jewelers and watchmakers. The latter country being the world’s largest producer of natural diamonds and 2nd largest exporter of gold, jewelers and watchmakers who condemn the actions of this country in Ukraine have therefore been forced to find an alternative to Russian gold and diamonds.
In order not to be complicit in these acts and knowing that customers are sensitive to this issue, it was obvious to opt for a more ethical and sustainable option. Recycled gold and synthetic diamonds manufactured in the laboratory – a solution to the problem of mining – were therefore sought by various companies such as Cartier, Chopard and Courbet.
Also, sustainability is one of the points on which customers are very attentive. If the houses are starting to use recycled materials to produce, like Kenzo or Stella McCartney, the question of the sustainability of the points of sale is also relevant.
And one house in particular stands out from the others: Prada. Indeed, the house had committed in 2021 in a mission sustainability of its points of sale, especially in terms of performance of energy consumption, water, waste, transportation, as well as the well-being of people. And this commitment has resulted in 81 Leadership in Energy and Environmental Design v4.1 (LEED) certifications in its stores in 2022, making it the
The Prada Group announces important progress in LEED Green Building Certification in 2021, representing its commitment to planet and future generations. Prada is the brand with the highest number of LEED certifications in the hi-end luxury sector. https://t.co/uuMdFmZg7E pic.twitter.com/bnxnQJmUbh
— PRADA (@Prada) February 10, 2022
Read also > BENTLEY LAUNCHES WEB3 AND ANNOUNCES THE FUTURE RELEASE OF 208 NFTS
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With the year 2020 marked by the crisis related to Covid-19, luxury houses and particularly retail, have suffered greatly from the pandemic. This period has therefore allowed luxury houses to realize the main priorities in which to invest for the future. Several trends have emerged in 2022.
With the ambition of attracting customers to their retail outlets, the brands have been thinking about the various means to be put in place to achieve this ambition. The years 2021 and especially 2022 have seen several innovations in retail outlets.
Personalizing the customer experience through new technologies
With the year 2020 marked by the Covid-19 crisis, luxury houses have seen their offline channels (physical stores) closed for many months. On the other hand, their online channels have taken over, allowing the houses to stay on course and achieve numerous sales.
Aware of both the flaws that can occur in the “real” sales and the emerging and promising technological innovations, the luxury houses have gradually invested in the latter and change their long-term strategy. Digital tools and redesigned stores have been in the spotlight this year.
For example, Yves Saint Laurent‘s Beauty Tech Innovation Lab launched “YSL Scent-Sation”, a state-of-the-art in-store experience that leverages neuroscience to provide personalized fragrance advice. Other brands have embraced the trend for innovative in-store experiences to take customers on a journey through history. This is particularly true of the Dior store on Avenue Montaigne, which has just unveiled its 3-in-1 space, entirely redesigned by architect Peter Marino: a unique and spectacular space divided into three parts: a boutique, a gallery/museum and a restaurant.
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With the year 2020 marked by the crisis related to Covid-19, luxury houses and particularly retail, have suffered greatly from the pandemic. This period has therefore allowed luxury houses to realize the main priorities in which to invest for the future. Several trends have emerged in 2022.
With the ambition of attracting customers to their retail outlets, the brands have been thinking about the various means to be put in place to achieve this ambition. The years 2021 and especially 2022 have seen several innovations in retail outlets.
Personalizing the customer experience through new technologies
With the year 2020 marked by the Covid-19 crisis, luxury houses have seen their offline channels (physical stores) closed for many months. On the other hand, their online channels have taken over, allowing the houses to stay on course and achieve numerous sales.
Aware of both the flaws that can occur in the “real” sales and the emerging and promising technological innovations, the luxury houses have gradually invested in the latter and change their long-term strategy. Digital tools and redesigned stores have been in the spotlight this year.
For example, Yves Saint Laurent‘s Beauty Tech Innovation Lab launched “YSL Scent-Sation”, a state-of-the-art in-store experience that leverages neuroscience to provide personalized fragrance advice. Other brands have embraced the trend for innovative in-store experiences to take customers on a journey through history. This is particularly true of the Dior store on Avenue Montaigne, which has just unveiled its 3-in-1 space, entirely redesigned by architect Peter Marino: a unique and spectacular space divided into three parts: a boutique, a gallery/museum and a restaurant.
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