With dark economic clouds gathering, Europe’s luxury brands would be wise to lean further into clienteling, an arsenal of tactics that were sharpened during the pandemic and have been lifting a vibrant sector even higher.
have all created expansive spaces for these high-spenders at SKP in Beijing, one of the most productive luxury department stores in China.’s multifaceted Avenue Montaigne flagship in Paris, and Gentle Monster’s otherworldly mechanized merchandising wizardry — plus grandiose pop-ups and activations are also part of the modern client experience.
Last month, MAD released a white paper about what it takes to construct a well-managed luxury experience that allows the client to “concentrate on the dream that they have come to experience.” One of the key challenges for brands is to define an “experiential signature” that reinforces key memories across every channel.For example, a brand may seek to make their clients feel glamorous, powerful, fashionable or edgy.
Step number one for brands to excel at clienteling is having the right company culture. Vitry noted that “technology has never been a driver for luxury” and that “creation has been at the center of luxury historically, not clients.” She noted that most luxury brands focus on key performance indicators linked to the product, not the customer, which she characterized as a “huge shift” in mindset.
“Ironically being separated by COVID[-19] has made us become closer to end-consumer needs,” he added, citing selling over Zoom, at people’s homes, privatizing stores or other spaces as only a few of the new tactics that emerged.have been really best in class in my view,” Rambourg said, also calling out Moncler’s top-notch CRM system known as “Monclient,” which has “proven to be an incredibly powerful tool.
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