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Inclusivity in exclusivity: The new retl paradigm shaped by the pandemic
As physical retl experiences were limited due to the global pandemic, brands have shifted their focus from traditional symbols of luxury and status to a more inclusive yet exclusive model. This contemporary luxury isn't defined merely by high cost or wealth display but rather through unique experiential access.
The tr was propelled forward by COVID-19, leading to a new retl concept called inclusive exclusivity. This approach emphasizes brand, product, and retl experiences that are open to everyone but hidden in pln sight from public knowledge and social media exposure. The goal is for those who know about them to find these hidden gems.
L'eclreur, Paris's first secretive concept store, exemplifies this tr by being found behind an unmarked door inside a building without signage. This minimalist approach has transformed into an elevated retl experience with a bar area at its center. Departamento in Los Angeles and Bodega also echo this philosophy; both are housed within discreet buildings that require customers to seek them out like discovering their fri's apartment.
Moreover, the concept of membership or dress codes is replaced by cultural currency derived from knowledge and access. This notion has been adopted by leading high- fashion retlers who m to create an atmosphere where customers feel more like members than traditional consumers.
High street retlers can follow suit by introducing spaces within stores that are accessible to all but selectively shared with their most active contributors - not just the ones sping the most money, but those making significant contributions to community building.
The pandemic has shown that digital experiences are key in this new era of exclusivity. A virtual fragrance launch for Miu Miu Twist by the gaming industry is where access isn't confined to physical locations; rather, it expands through virtual space.
In , while the concept may differ from traditional retl- focusing on volume, foot traffic, and visibility - its subtle restriction creates a loyal community of consumers. Retlers should that knowledge and access are now valued over wealth as they seek to bring customers closer by surprising them with unexpected experiences.
George Gottl, Chief Creative Officer at UXUS an indepent multidisciplinary design agency specializing in strategic retl solutions, comments on this tr.
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This article is reproduced from: https://www.thefuturelaboratory.com/blog/inclusive-exclusivity-is-the-new-retail-experience
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