Luxury brands looking to deepen relationships with aspirational shoppers may still need to prioritize physical retail. According to an EY survey of more than 1,600 consumers across 11 markets who earn $100,000 or more, the store remains the leading place for this group to buy luxury goods and to feel satisfied with the experience.
Among those surveyed, 71% said they purchase from brand-owned luxury stores. More than two-thirds reported being extremely satisfied with their in-store experience, while only about half said the same about buying through brand websites. EY Studio+ France luxury, AI and sustainability leader Rachel Daydou said the findings show stores remain the main channel for both purchase and experience, adding that many shoppers value the pampering aspect of visiting in person.
Human service still matters most
The report says aspirational luxury customers are drawn to human interaction, curated service and the feeling of being recognized and guided. In-store, they are most likely to value pampering, personal attention and style recommendations, while many brands have not matched that level of care online. EY said this matters because luxury houses cannot depend only on their wealthiest clients if they want long-term growth and desirability.
The survey also suggests digital tools still have a role. While most respondents do not want technology to replace the in-store adviser or the ability to see and touch products, 94% said AI can improve shopping. The most desired uses were better online search and personalized recommendations, and Daydou noted that some brands are using digital channels well for rare or customized items that are not available in stores.
Source: retaildive.com
