Want a rare Rolex? How about an invitation to a runway show, or a trip on a private jet? Luxury brands will go to huge lengths to please their VIP clients.
Last year, Chanel announced it would be opening private boutiques just for its most valuable clients. Set to open in parts of Asia this year, the idea is to provide VIPs with the one thing they want most: access. In a world where you can buy anything, what’s most important is that it’s actually available to you.
“VIP customers have always been important to luxury brands and retailers,” says Sarah Willersdorf, global head of luxury at Boston Consulting Group. “But this importance was reinforced during the pandemic.” Fashion Concierge, a program that gives Farfetch’s VIP clients access to a personal stylist to cater to their whims, has been running since 2017 . It is by invitation only, and sources hard-to-reach products all over the world, from any brand .
Cartier’s Opal Bar inside its newly opened Sydney flagship. The curved marble counter is inspired by Australia’s turquoise waters; gold waves reflect the harbour.
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