French luxury brand Louis Vuitton has launched a boutique in Paris which more resembles a luxury apartment than an actual store. The real premium customer is thought to have had enough of similar boutiques all around the world.
A boutique designed like an elegant apartment
Paris-bound customers have to visit the extremely fancy Avenue Montaigne, where Louis Vuitton has opened its newest boutique at number 22. It has no resemblance whatsoever to the other, already fancy, boutiques it has all across the globe.
Its newest store, designed and decorated by New York architect Peter Marino, is more like an elegant apartment, including contemporary pieces of art. Its entire collection is on sale, from pret-à-porter to shoes, watches and a selection of accessories.
The biggest innovation is its focus on tailor-made items and individuality. Customers can order their own bag or travel cases (shape, colour, materials, initials, design and other choices). Male customers can also browse its new, permanent, Tailoring collection: costumes, shoes and belts, all fashioned specifically when ordered.
...with a caretaker
Louis Vuitton is taking the "personalized approach" to the extreme with a caretaker who will assist customers. He will even organize a breakfast or private candlelight dinner in "L'appartement", which has 2 lounges and a reception room.
This new store formula seems to be Louis Vuitton's attempt to cater to the premium customer's ever-increasing demand for top-notch personalized service and custom-tailored production. This is contrary to luxury brands's global marketing approach up until now. The really demanding (or spoiled) customer seems to have had its fill of finding the same products over and over again, in similar stores all around the world.