projection of the brand. These aspects of retail need to be constantly inno-
vated in the rapidly changing luxury market. Also, several aspects of fashion
retail strategies like the convergence of both luxury and mass fashion brands
need to be meticulously monitored and managed. For example, Avenue des
Champs Elysées, Paris, which is considered as the epitome of luxury location,
currently has stores of non-luxury brands Zara and Naf Naf, among others, in
addition to Louis Vuitton and Cartier. In the same manner, London’s
Knightsbridge is the location of Burberry and Harrod’s as well as H&M, Zara
and several other mass fashion brands. The Sloane Street area which was
previously exclusive to luxury brands has also seen the encroachment of non-
luxury brands like Zadig & Voltaire, which recently opened a 1,300 square
foot store on the street.
The implication of these changes is that luxury brands need highly refined
retailing techniques more than ever before. Luxury brands are expected to
develop creative and innovative retail techniques to add to a more meaning-
ful relationship with consumers. The strategic goal of luxury retailing should
not only be to reach sales targets, but also to satisfy customers through imple-
menting strategies that enhance brand value. This means that it will take
much more than the brand name and product designs to maintain the long
queues in front of luxury fashion stores.
chapter 4 101luxury retail design and atmosphere