Lane Crawford and other high-end stores up personalised services to battle online shopping
Luxury companies respond to the growing influence of e-commerce with specialised services and distinctive concepts designed to draw customers through the doors
The rising popularity of high-end e-tailers such as the newly merged Net-A-Porter and Yoox has sparked a transformation among institutional luxury retailers. With the convenience, discretion and competitive pricing of online shopping drawing affluent customers away from brick-and-mortar stores, traditional multibrand retailers are reinventing themselves with personalised services and creative retail concepts to maintain their appeal.
"As successful as e-commerce is - and [which] we are advocates of - there are many sensory elements in a retail experience that can only be achieved through physical interaction," says Andrew Keith, president of Lane Crawford and Joyce. "The importance of brick-and-mortar lies in our human nature of requiring physical interaction."
This sentiment is reflected in a Harris Poll of 2,250 American adults conducted in December 2013, which found that about 70 per cent had engaged in "reverse showroom" shopping in which consumers go online to do their product research but complete their purchase in a brick-and-mortar store. And a recent report by Business Insider indicates that traditional retailers have begun to identify and capitalise on this trend.
Made-to-measure service is among the strategies to enhance in-store interactions and the shopping experience at prestigious high-end retailers such as Harrods in London, Bergdorf Goodman in New York and Lane Crawford in Hong Kong. The service was initially launched for menswear, appealing to customers who covet bespoke suits, jackets and shirts. Luxury brands such as Ermenegildo Zegna, Lanvin and Canali have flown in master tailors to do the fittings and consult with local customers. This practice is growing for womenswear too.
Harrods opened its Superbrands floor in July, featuring exclusive collections from luxury brands which highlight customisation and craftsmanship. British couturier Ralph & Russo, for example, opened its first retail and showroom concept that allows customers to browse its archives and commission unique designs.
"By including a made-to-measure element in our Superbrands department, we are offering our customers the chance to see and own something that is exclusive and tailored to their tastes," says Helen David, fashion director of womenswear, accessories, fine jewellery and childrenswear at Harrods. "Superbrands, as a department, is all about the luxury, elegance and fine craftsmanship behind our womenswear and accessories."
Lane Crawford unveiled its Next Generation concept at its flagship store in Central's IFC Mall in July as well, with dedicated space for made-to-measure services featuring high-end emerging womenswear designers such as Dice Kayek, Rosie Assoulin and Delpozo Bridal.
Luxury retailers are now linking their customers with top maisons and couturiers that have the know-how and capacity to offer the type of highly personalised services once limited to salons and ateliers on London's Saville Row or Paris' Avenue Montaigne.