Luxury retailers in China have moved away from aggressive store expansion, particularly in first tier cities, this year; instead they are improving their stores to increase store productivity.
Improving the stores can involve updating decor, but luxury brands are elevating luxury by infusing their stores with mystique, artistic flair, and anything to conjure exclusivity.
In a nod to the growing trend of customization that today’s more sophisticated Chinese luxury consumers seek, Louis Vuitton’s Peninsula Hotel Beijing boutique now features the Haute Maroquinerie service, allowing customers to pick from eight fine leathers and 27 colors to create their own bags.
And if you’re just in the mood for browsing, Louis Vuitton has a great display set up, including a light violet Capucine bag – there were only eight produced for China.
In 1992, Louis Vuitton opened its first boutique in mainland China at the Peninsula Hotel Beijing. China Daily reports that after more than twenty years the boutique has gotten a reboot, bringing it up-to-date and to the preferences of current Chinese luxury consumers.
“Now, the store has expanded from one floor to three floors, meeting the various needs of both men and women. We will continuously create the luxurious and alluring shopping experience for Beijing consumers,” said Philippe Fortunato, Louis Vuitton North Asia president. On the first floor, there is leather products, jewelry, watches, and limited edition items. On the second floor is women’s wear – both ready-to-wear and haute couture. The ground floor sells menswear, trunks, and suitcases. In total, the boutique occupies 1,137 square meters.
There’s new art, too: a rising, twisting spiral of a sculpture called “Divide” by British artist Tony Cragg, the giant oil painting “Meldi” (2012) by French Artist Bernard Frize and “On Travel 108” (1998) by Remy Markowitsch.
photo credit: louis vuitton