Shoptalk Luxe reposted this
Recorded an episode of Stressed But Well Dressed Podcast with Rebecca Bemhena this morning to talk all things luxury retail. One of the discussions we had was the role of AI in luxury experiences, including whether we want it, how brands keep their heritage and handwriting and where it augments (or ruins) the experience. Rebecca shared a perspective from Toni Stoeckl originally discussed at Shoptalk Luxe earlier in the year. 'Human first, AI forward'. Everything is pointing to the fact that human connection is paramount every single time, and when you are buying a luxury brand the transaction needs to feel as 'real' as possible whether that is through an in store experience or a way to replicate the component parts of that at home through agentic commerce. You are buying into far more than the product, it is the sentiment, the service, the heritage, the handicraft, the lifetime quality guarantee. And that needs to be part of the transaction. Let's face it - product value diminishes significantly when a much coveted item turns up in a battered brown box that was thrown over the fence. What makes me excited is how agentic commerce will truly challenge us to augment customer experience. Finding innovative ways to make stores true destinations but equally finding routes to bring the essence of that store experience to life for online purchases (perfect for bringing a bit of how it feels to walk into a flagship store to shoppers across all geographies). Rebecca and I acknowledged that true luxury isn't having things, it's having time and whilst we talked a lot about luxury fashion brands (legacy and new to market) Rebecca's favourite fashion moment is a handbag passed down from her Grandma that has stood the test of time. I guess celebrating that product through the medium of a podcast is the best way to use digital to continue to celebrate the very human elements of life. Out on Stressed But Well Dressed Podcast very soon and in the meantime I am interested to know which brands you think create more value online than in store and which ones win in store every time?
