In recent years, an unstable economy has made luxury goods inaccessible to most, forcing heritage brands to offer exclusive and VIP shopping experiences to a selected few.
Ralph Lauren is an American lifestyle brand that is synonymous with sophistication and luxury. Its latest venture is a Milan-based store that embodies its brand values to a tee. The VIP shopping space is open to an exclusive clientele that includes celebrities and a wealthy elite who are considered to be some of the brand's most loyal consumers.
Appealing to fans of luxury and exclusivity, this shopping experience makes the act of buying clothes more memorable for those who can afford just about anything. As experiential retail becomes more common, brands are relying on technology while others are focusing on heightened exclusivity and member-focused rewards.