The Hot New Trend In Luxury Retail? Not Selling Anything
As retailers are finding it increasingly difficult to get shoppers (particularly new, young ones) into their brick-and-mortar stores, a slew of luxury brands seem to have a strategy for engaging consumers: Get them to go somewhere else — not to shop, but to hang out. This summer, Dolce & Gabbana opened a “cultural hub,” as it’s calling it, on Mercer St. in Soho, New York. While one can shop there during the day, the space is first and foremost a luxurious, Instagrammable clubhouse for the youths. It hosts monthly events, like a concert featuring up-and-coming bands, or a “drink and draw” night. Also this summer, Coach debuted Life Coach, an experiential pop-up in New York meant to “lead guests on a journey of self-discovery.” It contained exactly zero products for sale; instead, it housed immersive and photogenic rooms. Perhaps you saw one made to look like a New York City subway station, where guests could graffiti the walls, on your social media feeds; there was also a Coney Island-inspired room with games and a mystical forest with tarot card readings. Read more at Fashionista.
