This weekend, there was history in the making as Chanel opened its first boutique in a shopping mall in Australia. Their chosen location was Sydney’s upmarket Westfield Bondi Junction (WBJ). And Louis Vuitton is set to follow suit, opening a store in WBJ next month. Then in November, both these brands will set up shop in Melbourne’s Chadstone Shopping Centre.
This is definitely a significant development in Australian luxury shopping. An article in The Australian suggested, “The move into malls is not an anti-recession strategy - it was planned by both brands well before the economic downturn hit - but it should certainly help the luxury labels win new customers in uncertain times.”
Chanel’s Communications Manager, Susie Stenmark, was also quoted as saying, "There is significant traffic in WBJ. It is a very popular retail space and we expect to enjoy great success there."
We will watch with great interest as to how these brands will adapt to this new retail environment. To go from high street freestanding flagships, where these luxury brands can control the environment, to inside a mega mall, it is an interesting strategic shift; a combination of brand aspiration and accessibility at its finest. And a definite indication that you can’t keep a good brand down!
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