In his latest column, Nicolas Rebet, a retail expert and founder of Retailoscope, delves into the expectations of Generation Z when it comes to luxury boutiques. Although this generation is often described as digital addicts, their behavior towards luxury products differs from their regular online shopping habits. Rebet highlights that for Gen Z, buying luxury is an emotionally rich experience, one that requires a true financial effort. They want to materialize and share their luxury purchase with loved ones, and the boutique serves as a significant part of this buying journey.
According to Rebet, the attention from sales advisors is the first expectation of Gen Z when they step into a luxury boutique. They want to be treated as “real customers” and appreciate the codes and protocols of the luxury shopping experience. Salespersons must bring authenticity to the interaction by showing genuine interest in the customer as an individual. Engaging in conversations about the customer’s relationship with the brand or personal style can make the experience more valuable. The key is to make an effort to enter the customer’s personal world and establish trust.
While Gen Z has a strong enthusiasm for second-hand luxury items, physical stores often do not offer this option. Rebet suggests that integrating second-hand items into traditional luxury boutiques can attract Gen Z customers and provide new assets for brands.
Phygital experiences, the combination of physical and digital elements, have become essential in retail. Brands need to carefully analyze the balance between the two and focus on providing real value to customers. Rebet emphasizes that customers are not interested in a multitude of devices in the boutique. Instead, they prefer devices that offer information related to the desired product or the customer’s interests. The fitting room experience is particularly important for Gen Z, who seek immersive and sensory experiences. They appreciate features like simulating different environments or having Facetime sessions with friends for live opinions. However, the sincere customer relationship with the sales advisor remains vital in these phygital experiences.
Rebet also points out that Generation Z seeks sincerity and transparency in the brand’s Corporate Social Responsibility (CSR) commitments. They want to know the environmental impact of their purchases and expect brands to be open and honest about their actions. The luxury boutique can serve as a communication vehicle for showcasing the brand’s CSR commitments. For example, Tiffany presents its diamond sourcing policy in its boutiques, targeting younger customers. Sales advisors must be well-trained and genuinely interested in discussing CSR topics with customers to instill trust and maintain potential sales.
In conclusion, Generation Z will continue to contribute to the preservation of luxury boutiques, but brands must evolve to maintain their appeal. The retail strategy for luxury brands should focus on developing new customer relationships and selling ceremonies, creating personalized phygital experiences, and integrating CSR policies within the in-store experience.
