When compared with other luxury sectors especially hotels, luxury fashion will bring up some very interesting facts and will probably even change your overall perspective. There are several similarities but also a lot of differences and even opposing features. How important is that one feels comfortable? How are staff trained to ‘scale’ / ‘adapt’ their service to customers?
Much like the physical shape (product) of a hotel, a luxury store needs to reflect the DNA of the respective brand, while observing some ‘basics’ such as ambiance, lighting, air-conditioning, up-keeping of carpets, floors, comfort and restrooms. Both luxury hotels and luxury fashion should WOW you from the entrance – there is a sense of ‘prestige’ which is critical.
Similarly to luxury hotels, some customers (guests) may enjoy seeing / be-seen, while other are demanding privacy. Staff need to be trained to adapt their service to the guest – whether more friendly or more reserved, formal, even distant. In both cases, staff should show they care and should genuinely express their willingness to service in a most genuine manner.
While staff at a hotel would have quite a lot of information on the arriving guests (majority would have a reservation), the customer walking into the store, unless a repeat (loyal), staff would need to find out as more information as possible – initiating such a conversation is not easy and needs to be dealt with care and utmost attention.
Most of the guests coming through the door of the hotel may know the respective brand and therefore know what to expect, in the case of luxury retail, there could be someone entering because they saw a piece in the window and with limited or no information on the brands. That is why it is crucial that regardless of the design concept, the space of a hotel or store should not feel intimidating.
As we gather more information from specialists including our loyal readers and followers, this series will continue on a weekly basis. Part 1 will be published 29th November 2022.
Please email us your thoughts at josh.w@cpp-luxury.com – or simply just mention your top 3 favourite luxury fashion stores
Oliver Petcu
Dolce & Gabbana store in Rome at Piazza di Spagna
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