Why In-Store is Still the Future of Absolute Luxury

<p><span style="font-weight: 400;">The future of luxury is still very much in brick-and-mortar stores. </span></p> <p><span style="font-weight: 400;">Not online, despite many consumers having been forced to become more literate vis-à-vis online purchasing since COVID. Luxury is not a commodity, not needed, not repeatable, not an afterthought. Gaining time and getting a deal is essential for commodities. </span></p> <p><strong>Spending time and money and feeling good about it is the principle of luxury.</strong></p> <p><span style="font-weight: 400;">Luxury will remain a purchase with a purpose, a space where brands count – and will retain pricing power.</span></p> <p><span style="font-weight: 400;">Stores are much better adapted to developing an emotional tie between consumer and the brand. Telling a story in store is easier than it is online. Shopping is social. Done well, it is a communal experience. Shopping online is not remotely comparable. </span></p> <p><span style="font-weight: 400;">The exclusivity factor also plays a role. </span></p> <p><strong>“If it is luxury, it should be limited distribution. </strong></p> <p><span style="font-weight: 400;">E-commerce is innately democratic, luxury is not.</span></p> <p><span style="font-weight: 400;">For a while now at Nike, you have been able to try on a pair of sneakers in store and have them shipped to your home for no fee, which will avoid you having to carry the box around all day. This is now described as “phygital” a seamless and unified brand experience that offers the best of physical and digital platforms. </span></p> <p><span style="font-weight: 400;">Gucci also announced that in certain cities around the globe, they would deliver a selection of Gucci items from “store to door” in ninety minutes.</span></p> <p><strong>Do you need that handbag in the next hour?</strong></p> <p><span style="font-weight: 400;">There are considerations beyond convenience. If you want a custom experience, custom service, product personalisation, and a unique memory of how ex