“The big exam question for luxury brands,” said Martin, “is how to do online in a way that still feels like a luxury experience and not transactional.”
Even as they build up their online presence, retailers will need to continue catering to customers in stores while keeping shoppers and staff safe. Plexiglass screens at cashiers, mask wearing and lining up to enter aren’t the experiences a high-spending consumer might typically expect. Richemont said last month it was focused on a journey towards “new retail,” a seamless online-offline experience, but predicted it could take several years to perfect.
Helen Brocklebank, the CEO of Walpole, a group that represents the luxury segment in Britain, said that while the acceleration of online shopping is certain post-Covid-19, the importance of fashion capitals, such as London, won’t diminish. Growth in the U.K. has been driven by domestic demand as well as international tourism, she said, describing the reopening of stores in England on Monday as a “real confidence boost.”
“Luxury brands have been like swans on a lake looking calm,” she said. “But underneath there has been a lot of hard paddling going on.”
Savile Row
The challenge to provide top-drawer service without contravening social distancing rules is easier for some than others. Richard Anderson -- who started his eponymous tailoring business on Savile Row almost two decades ago -- has been working on the London street famous for providing bespoke suits and jackets since 1982.
In this age of Covid, he’s had to entirely rework how he carries out fittings. To avoid coming too close to clients, the customers must now button or pin their own suits, while a socially distant Anderson takes notes and photographs instead of marking the fabric with chalk.
“It’s not ideal, but it is certainly not a car crash,” said Anderson. “I can tell if the sleeves are hanging correctly, or if I need to pin the side-seam from two meters away.”
--With assistance from Corinne Gretler.
This article was provided by Bloomberg News.