By Author: Vicky Li
For those are that willing to spend large amounts of money on fashion brands, we’re talking sums as much as people’s yearly salaries on one shopping trip. Just look to Tsim Sha Tsui’s Canton Road where hoards of mainland tourists are seen strutting their branded shopping bags queuing from shop to shop. Popular international brands that are worth queuing for are the likes of Chanel, Louis Vuitton, Alexander McQueen, Prada just to name a few. A report by McKinsey states that 20 per cent of the world’s luxury sales made by next year are from Chinese shoppers. To distinguish between the shoppers that are just there for the logo pattern handbags and the ones who look beyond the trademarks of a Louis Vuitton bag for example, brands are refining the way in which they portray themselves. The shopping experience for those that are willing to spend at least $21,000 on a handbag having to queue just to get into a shop will become a thing of the past. These international designer brands have become a way of life especially in this part of the world, an identity of who they are. Just as designer gear might describe who you are, a store is just the same. Premium brands has made an effort in how the design of their store look like, almost telling a story as to who they are in what they sell. Most Asian flagships tend to be around 5,000 square feet so ultimately, that’s a lot to play around with. Whether that’s how they situate clothes, seats or theme of the store, all these are created to maximize the shopping experience for customers. Not only creating a comforting environment for shoppers looking around, it aims to make them feel superior. Feeling anymore superior than having your own VIP room when you shop? Similar to being in a club, the VIP section is for those that will without a doubt spend more, wanting to cherish the experience rather than simply “popping in” to have a look. Upon entering the VIP section, expect VIP car drop-offs, exclusive entrances for those that don’t want to be bothered. Brands that have adopted this exclusive treatment include Swiss watchmakers Breitling who have their own VIP rooms as well as the one of Asia’s favourite-Louis Vuitton. Some brands will go as far as having invitation-only fashion showrooms, you’re very own private fashion show of the top season’s trends and products that can be accessed only by a password-protected door. As the spending power of these superrich will no doubt be slowing down anytime soon, expect more extravagant services from these brands competing with each other to keep their happy shoppers loyal. The experience in shopping has become as important as wearing the brand itself, as the trend for online shopping grows, stores need to adopt strategies such as providing exclusisity to entice customers.