What will life look like after the coronavirus pandemic is over? Lots of big brains are pondering this pressing matter. In our little corner of the world, we’ve been debating the future of luxury post COVID-19. Specifically, the future of luxury retail shopping (which for some of us at least is a form of sport and entertainment that cannot be beat for sheer fun and stress relief). Our correspondent Jillian Tangen has investigated the state of luxury shopping and retail, and she’s filed this report. Here are 3 of the best innovations that global luxury retailers are employing to lure shoppers back to their brick-and-mortar retail stores post COVID-19.
what will it take to lure shoppers back to luxury retail post COVID-19?
The pandemic changed many aspects of our lives, especially when it comes to shopping. Seemingly overnight we went from scouring our favorite stores in person to having comfort food snacks and a rainbow of sweatsuit sets delivered straight to our door.
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So does this mean that we’ve abandoned the luxury malls and tony shopping avenues that once meant so much to us?
Well . . . no.
Three of the best innovations in luxury retail in 2021 to lure shoppers back post COVID-19.
While it was fun at first to have a world of stores right at our fingertips, after months of perusing product reviews, endless returns and unreliable shipping, we’re finding ourselves ready to head back into our favorite shops again.
Three of the best innovations in luxury retail in 2021 to lure shoppers back post COVID-19.
There’s just something about shopping retail, browsing at will, stopping for a bite to eat, and the ability to return to some of the traditions – like holiday shopping – that are comfortable and familiar. We just can’t quit you, retail.
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And it seems others think so, too. According to a survey by Momentum Worldwide, more than 70% of shoppers miss the in store shopping experience – everything from casual browsing to touching and trying on clothes, to discovering new items and meeting up with friends.
All that being said, it is hard though to beat the convenience of shopping online. This is true especially since the pandemic is still not over. From free shipping and returns to being open 24/7, it’s no wonder that e-commerce has grown 44%. Which got us thinking – what are our favorite stores up to these days? And how are they getting eager shoppers like us to go from shopping URL to IRL?
Three of the best innovations in luxury retail in 2021 to lure shoppers back post COVID-19
From pop-up shops that lift the veil on innovation to literally bringing the store to you, we’ve got the scoop on the 3 innovations that luxury retailers are employing to lure shoppers back to their retail stores.
3 innovative ways that luxury retail is evolving to lure shoppers back into stores post COVID-19
1. post COVID-19 luxury retail innovation: the next generation of pop-ups
One way stores are trying to stand out is with pop-up shops within their flagship locations as a way to showcase new brands, products or ideas. The new twist is that they are now becoming purpose-driven.
Nordstom’s Black Space
For example, following a year that demanded self-reflection, listening and compassion, Nordstroms has created a pop up to help address systemic racial inequity. Concept 012: Black_Space is a dedicated shop developed, designed, and curated by Black voices to amplify Black representation.
Designer Beth Birkett, creative director Harris Elliott, stylist Matthew Henson, stylist Marcus Paul, and fashion editor Azza Yousif, all contributed a unique point-of-view. They introduce brands that celebrate Black fashion and beauty.
Three of the best innovations in luxury retail in 2021 to lure shoppers back post COVID-19: next level pop-ups. Courtesy Photo.
Selfridges’ x Pangaia
Elsewhere, London’s Selfridges is hosting a pop up with the luxe loungewear brand Pangaia. Providing customers with a rare chance to learn more about the science behind the innovative eco-friendly brand.
Thanks to an in-store lab, shoppers get a behind-the-scenes look at the brand’s self-cleaning T-shirts. They’re made from seaweed! And the brand’s puffer coats are filled with wildflowers as insulation. A flower also serves as the basis for Pangaia’s lab-produced pigment. In addition to the sneak peek at Pangaia’s Lab, the Pangaia x Selfridges Corner Shop features four exclusive limited-edition colorways.
Three of the best innovations in luxury retail in 2021 to lure shoppers back post COVID-19: next level pop-ups. Courtesy Photo.
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2. post COVID-19 luxury retail innovation: a new level of bespoke personal service
A second way that luxury retailers are catering to the New Normal for their shoppers is with one-of-a-kind highly personalized experiences. For instance, while you could book a private in-store shopping trip to avoid the crowd and see a hand-selected edit of a luxury brands current collection, why not have the store come to you instead?
The best innovations in luxury retail to lure shoppers back post COVID-19: upgraded personal service Courtesy Photo.
Louis Vuitton by Appointment
Louis Vuitton recently launched a new shopping service called LV By Appointment to shoppers in California where they bring the store to you. Inside their sleek retro-chic mobile trailers, customers will find a customized selection of new and rare apparel. The service includes a wide range of products, including accessories, footwear, jewelry, watches and fragrances. Book fast though. These trailers are only available through the end of April.
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3. post COVID-19 luxury retail innovation: supporting the circular economy
As brands have begun to recognize the importance of sustainability, they’ve also started to move beyond simply offering ethically-sourced products. Innovative luxury retailers are making it easy to shop sustainably, and proactively supporting the circular economy. By taking the hassle out of repairing and restoring well-loved apparel and accessories, luxury retailers can make it a lot more likely that shoppers will visit. And once they’re in the store, who knows what might catch their eyes?
the Selfridges repair concierge
At Selfridges, for example, shoppers can head to the Repair Concierge to make their love worn items as good as new or they can opt to rent a wardrobe filled with brands like Ganni and Rejina Pyo thanks to the store’s recent partnership with Hurr.
If that wasn’t enough, Selfridges has also begun offering refillable beauty and fragrance products too as part of their Project Earth Initiative where customers can bring their lipstick tubes, blushes and bottles to be refilled.
The best innovations in luxury retail to lure shoppers back post COVID-19: focus on sustainability: Courtesy Photo.
new incentives to recycle and donate
A little closer to home, brands like Levi’s, The North Face, Eileen Fisher and The RealReal are enticing shoppers to recycle, or in TRR’s case – consign, in store with discounts and credits towards future purchases.
At The North Face, any clothing brought in (regardless of brand) as part of their Clothes the Loop project will be donated to Soles4Souls, which helps fight poverty and provides relief to those in need. In exchange, shoppers receive a $10 reward towards their next purchase – perfect for all you Gorpcore fans out there.
Meanwhile at The RealReal, if you opt to consign in person at one of their stores, you can earn up to $100 in store credits, perfect for immediately filling out your newly emptied wardrobe.
best innovations in luxury brick-and-mortar retail stores post COVID-19
That’s our take on three of the best innovations in luxury retail in 2021 to lure shoppers back post COVID-19. What do you think, dear reader? Do these efforts have you ready to do retail IRL again?
join our community
For access to insider ideas and information on the world of luxury, sign up for our Dandelion Chandelier Newsletter here. And see luxury in a new light.
This article contains affiliate links to products independently selected by our editors. As an Amazon Associate, Dandelion Chandelier receives a commission for qualifying purchases made through these links.
Jillian Tangen is the Head of Research at Dandelion Chandelier and a former Senior Research Analyst at McKinsey & Co and Analyst at Shearman & Sterling. She is an avid fan of Nordic design, having owned an independent lifestyle store and sales agency focused on emerging Scandinavian design. Jillian lives in New York and is married with three young children. She loves cross-country skiing, the New York Rangers, reading, travel and discovering new brands
