Luxury shopping is no longer just about acquiring an item; it’s about how you feel while doing it.
From Paris to Shanghai, and increasingly in cities like Cape Town and Johannesburg, the world’s biggest fashion houses are investing in experiences that transform shopping into something closer to theatre, or even a private party.
“Retailers must recognise that the next competitive frontier is not just product, but experience,” says Michael Zahariev, co-founder of Luxity, a pre-owned luxury reseller.
Zahariev believes the industry is undergoing one of its most significant shake-ups in decades, driven by a new consumer desire for meaning, connection, and personalisation.
At Dior’s flagship on Avenue Montaigne in Paris, Christian Dior’s preserved writing desk sits in one corner, complete with scattered sketches, as if the designer had just stepped…
