Maintaining worth of extravagant apparel in the virtual realm era

Maintaining worth of extravagant apparel in the virtual realm era

In a groundbreaking shift, luxury fashion is no longer confined to the exclusive runway shows of the past. The virtual showrooms of LVMH are leading the charge, proving that luxury experiences can thrive in the digital realm.

The work of Feels Like and the LVMH Prize serve as a blueprint for how luxury fashion brands can harness virtual experiences to keep pace with the evolving media landscape. Feels Like, a studio specialising in human-centered digital interfaces, has partnered with esteemed brands such as LVMH, Valentino, Loro Piana, and Carolina Herrera to create unforgettable digital experiences.

This phygital shift in luxury fashion allows brands to maintain the tactile, personal connection associated with their products while capitalising on the vast potential of digital platforms. Efforts by Dolce & Gabbana, LVMH, and Carolina Herrera showcase this transition towards experiential marketing that seamlessly blends the physical and virtual worlds.

Global audiences can now explore the collections of emerging designers in an intimate and exclusive manner through digital innovations. The LVMH Prize digital showrooms, developed by Feels Like, are a prime example of this, democratising fashion worldwide by making the work of emerging designers accessible to a wider audience.

Luxury brands are prioritising bespoke experiences that seamlessly blend the physical and virtual worlds to remain relevant and competitive in a digital-first marketplace. These brands create unforgettable digital experiences that maintain their luxury value and justify high price points by combining exclusive storytelling, personalised engagement, immersive technology, and strategic influencer collaborations on digital platforms.

One key approach they use is leveraging social media as a luxury stage. Platforms such as TikTok and Instagram have become central to luxury marketing, enabling brands to tell compelling, mobile-optimised stories through short videos, Reels, and interactive content that resonate deeply with younger luxury consumers. These platforms allow brands to not just show products but evoke aspiration, lifestyle, and exclusivity, essential elements that uphold luxury value in a virtual space.

Another approach is creating immersive and personalised digital experiences. Luxury brands employ virtual boutiques, interactive campaigns, and AI-driven personalised recommendations to replicate high-touch, bespoke service digitally. This approach enhances the feeling of exclusivity and caters to individual tastes, which helps justify premium pricing.

Collaborations with influencers and strategic partnerships also play a crucial role. These partnerships create authentic narratives that resonate with affluent and emerging luxury consumers. The success of the LVMH Prize digital showrooms demonstrates that when done right, virtual experiences can enhance, rather than dilute, a brand's luxury value.

The LVMH Prize, a competition celebrating emerging designers and a platform for innovation in fashion, has been using technology to enhance its reach while preserving exclusivity. The digital showrooms have driven significant engagement, with a 35% increase in followers and a 400% surge in votes over the past four years.

By using technology to expand their reach, luxury brands can still maintain their premium positioning and craftsmanship while making their work accessible to a wider audience. Virtual experiences, such as augmented reality, virtual try-ons, and interactive digital showrooms, can offer tailored experiences that make every customer feel special.

Christian Lowell, Creative Director at Feels Like, emphasises the importance of creating unforgettable digital experiences to justify premium pricing in the digital age. The phygital experience combines physical touchpoints with digital interactions to create a seamless journey for consumers, allowing luxury brands to maintain the tactile, personal connection associated with their products while leveraging the vast potential of digital platforms.

In conclusion, luxury fashion brands are justifying their price points by using digital platforms not just as sales channels but as creative, immersive stages that evoke aspiration and exclusivity. They blend high-quality storytelling, personalised digital service, influencer authenticity, and cutting-edge technology to craft online experiences that align with luxury’s emotional and cultural values while adapting to a mobile-first, social media-driven world.

1. Luxury brands are creating unforgettable digital experiences to maintain their luxury value and justify high price points by combining exclusive storytelling, personalised engagement, immersive technology, and strategic influencer collaborations on digital platforms.
2. Platforms such as TikTok and Instagram have become central to luxury marketing, enabling brands to tell compelling, mobile-optimised stories through short videos, Reels, and interactive content that resonate deeply with younger luxury consumers.
3. Virtual boutiques, interactive campaigns, and AI-driven personalised recommendations help replicate high-touch, bespoke service digitally, enhancing the feeling of exclusivity and catering to individual tastes, which helps justify premium pricing.
4. By leveraging social media as a luxury stage and creating immersive and personalised digital experiences, luxury brands can maintain their prestige while making their work accessible to a wider audience.

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