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 has just stepped out.
Candles perfume the rooms while mannequins are posed in elegant tableaux, creating a gallery-like space infused with history and intimacy. It’s not just shopping; it’s storytelling.
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In Shanghai, Louis Vuitton has redefined the retail concept with a store designed like a ship’s hull rising 30 metres from the waterfront.
Built from the Maison’s signature trunks, the three-level space includes a boutique, hospitality suites, and cultural exhibitions. It’s a destination – part shopping, part social hub.
Chanel offers its “Privilège” members concierge services and backstage access to fashion moments, while Louis Vuitton’s ultra-private “Maison V” experience lets elite clients meet the artisans behind their bespoke purchases.
Even in South Africa, the demand for luxury as an experience is growing. Zahariev says Luxity’s top clients are no longer swayed by logos alone. Instead, they want private appointments, style consultations, and the thrill of rare vintage finds paired with five-star service. “While the product might get you through the door, the experience is what keeps you coming back,” he adds.
This shift is being echoed globally, where leading maisons are rewriting the rules of exclusivity.
This philosophy is also fuelling the rise of experiential resale, where vintage isn’t just recycled, it’s recontextualised as rare and worthy of luxury-level attention.
Ultimately, the shift is clear: in 2025, luxury isn’t just about the cut of the coat or the clasp of the handbag. It’s about how it was bought, who made it, and the unforgettable experience of acquiring it.
Lifestyle
