Is Retail Therapy Relaxation?

In the middle of 2022, as things started returning to normal, physical stores and retailers experienced a revival. However, they had to adapt their approach. With customers accustomed to the convenience of ordering from home, brands and stores had to change their strategies to attract foot traffic. Consequently, clothing stores no longer focused solely on clothing, but instead offered customers a comprehensive and sensory experience, ranging from skincare and fragrances to cafes and immersive installations. This shift is best exemplified by the recent brand strategies of Louis Vuitton and Dior, such as the Louis Vuitton x Yayoi Kusama Collaboration and the Dioriviera pop-up and concept stores.

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Is retail dead? No, but the way we shop has changed. The onset of the Covid-19 pandemic and stay-at-home orders in 2020 temporarily halted physical retail shops. The world shifted to digital platforms, giving rise to online “e-tailers.” Shopping underwent an evolution, leading to the surge of door-to-door e-commerce services like Net-a-Porter, Amazon, and Asos. According to The Guardian, 8,700 chain stores closed in 2021. Even the renowned British retailing giant Arcadia Group, often referred to as the king of the high street, was not spared. It faced administration and had to close high street chains such as Topshop, Burton, Dorothy Perkins, Miss Selfridge, and Wallis.

The Importance of Connection

During the pandemic, one aspect that many people missed while staying at home was social gatherings and the human interactions that accompanied them. Shopping has now become an experiential event. A notable example is the Jacquemus Autumn/Winter 2022 show set amidst towering salt mountains, transitioning from an insular to a social experience.

Retail Therapy as an Escape

Luxury fashion, at its core, aims to provide a fantasy—a captivating artistic message embedded with an otherworldly narrative crafted by the brand’s creative director.

The Art of Creating Unexplored Desires

A successful marketing campaign or design taps into the power of desire within consumers. There is an art to making people yearn for something they didn’t even know they needed. It is the luxury fashion industry’s responsibility to bridge the gap between necessity and longing. We may not realize we desire the latest Dior Saddle Bag until we encounter it on the shelves.

The Paradox of Choice

Lack of motivation, an overwhelming number of options, and repetitive choices can lead to customer fatigue. Does having more options truly result in a better experience? The paradox of choice suggests that an abundance of options often brings greater difficulties, making “more” actually feel like “less.”