Here’s how the fashion industry’s top brands reward their best customers—and proof that die-hard brand allegiance pays off
Pick up a pair of stilettos and a sales associate will pour you a glass of something bubbly. Drop a cool million at a luxury fashion house, and don’t be surprised when you’re whisked away by private jet on an ultra-exclusive VVIP adventure—quality one-on-one time with celebrity designers included. Here’s how fashion maisons keep their best customers close:
Chanel
“It is adorable of Chanel to be spoiling me with surprise presents on my birthdays,” says Lianne Lam, one of the label’s top clients in Hong Kong. On her most recent birthday, the French house sent a pair of sofa cushions accompanied by chocolates and flowers. If she stops at Chanel’s Peninsula hotel boutique during her birthday month, staff members bring out a cake, sing and serve tea.
The maison also sends personalised gifts for other occasions throughout the year, like Mother’s Day, Christmas and New Year. These may be flowers or cakes or not-for-sale fashion items, but such gifts are never repetitive, says the Tatler Lister. “They show (Chanel’s) love for their loyal customers.”
(Related: Meet Virginie Viard: Karl Lagerfeld's Successor To Chanel)