Page 75 - #200 June/July 2025

SPECIAL FEATURE - THE EVOLUTION OF LUXURY RETAIL

Icons, Innovation & Immersion

While the retail industry as a whole is constantly evolving, the luxury sector is one that

has altered dramatically in recent years due to changing consumer behaviour, the rise of
digital channels and a greater emphasis on sustainability and personalisation. Over the
following pages, RLI takes a look at the luxury sector and its key trends.
1
uxury retail has never stood still. zhen where customers engage through not a full-scale department store, The 1. Selfridges,
LIt adapts, evolves and consistently WeChat to unlock experiences, preview Residence marks a strategic move to Oxford Street,
London, UK
redefines what it means to offer value, collections and earn rewards, blur- deepen Harrods’ engagement in the 2. Chanel, Market
desire and experience. Once synony- ring the lines between retail, content Chinese market through exclusive, expe- Street, Sydney,
Australia
mous with exclusivity behind polished and community. rience-led offerings. Alongside this are its 3. Harrods,
windows and doormen, luxury retail expanding H Beauty concepts across the The Residence,
Shanghai, China
today is a hybrid of heritage and high- RETAIL AS CULTURAL CANVAS UK, where Harrods demonstrates how 4. Printemps,
tech, storytelling and sustainability, Today, the store must do more than sell. heritage can powerfully drive modern Manhattan, New
York City, New
immersion and innovation. It must inspire, entertain and create luxury forward. York, US
As we enter a new golden age of global lasting emotional connections. The rise of In Asia, SKP Beijing is the world’s 5. SKP Wuhan,
Wuhan, China
luxury - propelled by the rise of Gen Z, experience-driven retail is evident across top-performing luxury department 6. Harvey
the influence of Asian markets and a the world’s top luxury players. store by sales. But it’s SKP-S Shang- Nichols, Doha,
Qatar
demand for cultural and environmental Selfridges London has redefined what hai that redefines the future of retail.
consciousness - brands and retailers are a department store can be. Art installa- Developed with Gentle Monster, this
reimagining every facet of the customer tions, genderless fashion zones, concept science fiction-inspired luxury mall
journey. Here, we chart the evolution of spaces and live cultural programming fuses AI, art installations, futuris- 2 3
luxury retail and spotlight world-class have transformed its Oxford Street flag- tic narratives and high fashion to
examples leading the way. ship into a cultural institution. deliver one of the world’s most radical
Printemps New York is another beacon retail experiences.
THE DIGITAL of innovation. The French heritage retail- Lane Crawford, with its flagship
TRANSFORMATION OF LUXURY er’s Manhattan store showcases not only in Hong Kong, continues to act as a

Luxury brands were once cautious exclusive merchandise but also curated cultural gatekeeper. Hosting curated

about e-commerce. Today, digital vintage collections, five hospitality fashion edits, art-driven collabora-
sophistication is a prerequisite. Mobile- concepts and immersive design that tions and China-focused emerging
first platforms, personalised CRM, respects both Art Deco heritage and designer support, it exemplifies a truly
livestreaming, virtual try-ons and modern consumer sensibilities. global-local mindset.
immersive content have made digital a Harvey Nichols, both in the UK and
growth engine for luxury. THE DEPARTMENT internationally, has embraced its role
Mytheresa exemplifies excellence in STORE RENAISSANCE as a tastemaker. Its London flagship
this domain. The German platform has Department stores are staging a power- weaves together beauty, fashion and
redefined what it means to serve the ful comeback - not by mimicking the dining in a boutique-like format, while 4 5
top one per cent of global customers. Its past, but by leading the future. These its presence in Doha blends high fashion
curated drops, private client programme iconic spaces are blending commerce with Middle Eastern luxury expecta- 6
and sharp editorial voice turn digital with culture, legacy and digital flair. tions, including private shopping salons
browsing into an aspirational journey. Harrods remains a global benchmark and personalised services.
Meanwhile, Gucci has mastered the for refined opulence, continually evolv-
art of digital localisation, particularly ing through initiatives like its expanded SUSTAINABILITY AS STATUS
in China, where it uses platforms like Fine Watches and Beauty Halls and the Luxury and sustainability are no longer
Tmall and WeChat to connect with ultra-exclusive Residence private client opposites. Today, luxury brands are
consumers through tailored storytell- space in London. Its global ambitions are integrating environmental steward-
ing and exclusive campaigns. reflected in Shanghai with the launch of ship and ethical transparency into
Burberry has also been a digital trail- The Residence, a private members’ club their core identities.
blazer. The British brand was one of located within the historic Cha House Gabriela Hearst leads with purpose,
the first to live-stream runway shows in Jing’an District. Designed for China’s creating collections that are both
and integrate augmented reality via ultra-high-net-worth individuals, this elegant and consciously crafted. Her
Snapchat. In partnership with Tencent, venue offers a curated fusion of British stores use natural, untreated materials
it opened a social retail store in Shen- luxury and local cultural nuances. While and champion carbon neutrality.

74 RETAIL & LEISURE INTERNATIONAL JUNE/JULY 2025