You have been handed the keys to a storied, exclusive space, somewhere like Villa Medici in Rome, Château de Saran in France’s Champagne region that’s reserved for guests of LVMH, or even a secret apartment at Dior’s flagship store in Paris. You have at your disposal a dedicated 24-hour concierge and nothing to do but browse the pillow menu, rest in opulent surrounds and wake up to one thing on the day’s agenda: a curated shopping experience. For high fashion’s Very Important Clients (aka VICs) it’s all part of the experience.
These heavyweight spenders, who are attracted to carefully crafted experiences available to the top 1 per cent of shoppers, can support entire businesses. For example, 3 per cent of fashion e-commerce site Mytheresa’s customers reportedly generate about 30 per cent of its business. Similarly, the top 1 per cent of customers at luxury e-commerce site Farfetch made up almost a third of its
