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Buying a handbag or an experience? Brands are raising the retail bar
In an era of immersive shopping, it’s not just about a product, but how you feel while buying it.
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Experiential tactics have been the hallmark of brands for some time. But the competition is heating up.
ST PHOTO: KUA CHEE SIONG
Lynda Wee
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The go-to places for Singapore shoppers buying designer goods have always been in upmarket central areas like Orchard Road or Ion. So eyebrows were raised when luxury leather-goods brand Louis Vuitton (LV) opted for the heritage area of Joo Chiat in the east.
LV opened a temporary new outlet, not in a glitzy mall, but in a shophouse. The pop-up store, which opened for about two weeks in January, celebrated the launch of the brand’s re-edition collection with Japanese artist Takashi Murakami.
