Is French luxury reinventing the concept of shops?

Recently, it seems that France is no longer enough for French luxury, with Jacquemus opening two stores outside Europe in a matter of weeks, Dior opening a concept store on Hainan Island in China, and Chanel also expanding into Asia and the United States. Even Ladurée, although primarily focused on gastronomy, recently opened two boutiques in Egypt, continuing its expansion in the Middle East with openings in Qatar and Kuwait, as well as in Asia and the Americas. But rather than simply multiplying points of sale abroad, these French luxury boutiques seem determined to make the most of these openings by bringing a piece of France and its culture thousands of miles from Europe. From branded cafés, books leafed through between fittings, to cultural classes, the great fashion houses are completely reinventing the concept of the clothing store. Is it outdated to open a store just to sell ready-to-wear clothing? According to Dior, Louis Vuitton, Chanel, and Hermès, the answer is undoubtedly yes.

Chanel, for example, has opened a café in its flagship store in Tokyo, offering visitors a mix of haute couture and a relaxing space. Hermès has chosen to integrate cultural spaces in its stores, such as art exhibitions and a vast library, inviting customers to discover the brand in a more casual setting. Louis Vuitton, for its part, has even included restaurants in its flagship stores, such as the one in the Omotesando district of Tokyo, which houses a café alongside its luxury products, further enhancing the immersive brand experience. But that’s not all: the brand has taken the concept even further by opening Louis Vuitton Maison Seoul, combining retail, culture, and immersive experiences all in one multidimensional space. The store offers not only the usual luxury products but also exclusive experiences, including access to Louis Vuitton's Art of Travel concept, a café, and interactive spaces designed to enhance the shopping experience. As for upcoming openings, Dior will be opening its "gold house" in Bangkok on December 8, a "unique concept store celebrating the cultural ties with Thailand".

Although these innovations seem to be successful, judging by the Instagram posts of Asia's young elite, it’s not certain that selling Louis Vuitton-branded cappuccinos at $15 will be enough to boost sales and save the luxury sector, which is currently undergoing a crisis that seems set to last. However, if we take a quick look at the history of the brands that have expanded their services into restaurants and more, it becomes clear that haute couture was not the primary domain of some of them when they first opened, or that they had no difficulty detaching themselves from it. Louis Vuitton, for example, introduced ready-to-wear only in 1990 under the guidance of Marc Jacobs, 150 years after the founding of the Maison, which started with travel trunks already adorned with the famous checkered pattern. And while Chanel was founded by Gabrielle Chanel to break the rules of women’s clothing, the brand has offered a wide range of products since its beginnings, easily moving away from fashion and its rules, just like Hermès did. Perhaps these openings should be seen as a way for fashion and its brands to unleash their creativity and diversify endlessly. After all, a nice café or a beautiful book, even at an exorbitant price, has never harmed anyone.