At the start of the 2025 buying season, CAST once again presents a series of articles exploring a central theme. As an entrepreneur, you understand better than anyone the power of marketing and brand identity. One of the key tools for strengthening brand identity is visual merchandising—not just what is displayed in shop windows, but how it is presented.

In recent weeks, former Schoenenkwartier curator Inge Specht has explored the history of window displays, taking readers on a journey past some of the world's most stunning showcases in New York, Tokyo, and Paris. Next time, she will delve into the role of the visual merchandiser, but first, she takes us to the world of luxury shopping streets.


An experience that cannot be replicated online

In the world of luxury fashion, experience is everything. Customers investing in a designer handbag or a pair of exclusive shoes want more than just a product—they want to feel the quality, admire the craftsmanship, and immerse themselves in the luxury of a physical shopping experience.

Shopping streets cater to this desire perfectly. Luxury boutiques in prime locations often feature elegant interiors, personalized service, and exclusive events. Brands such as Louis Vuitton, Gucci, and Chanel use their stores not just as sales points but as spaces where customers can engage with the brand on a deeper level.


Investing in the physical experience

Beyond their wide range of shops and restaurants, the most iconic shopping streets invest heavily in creating a unique atmosphere. This includes street art, seasonal decorations, and large-scale events. The Christmas lights on Regent Street in London, for instance, draw thousands of visitors each year, directly enhancing the appeal of the surrounding stores.

In cities like Copenhagen and Melbourne, shopping streets gain charm through their emphasis on sustainability and local craftsmanship. This aligns perfectly with the growing trend of conscious luxury consumption, where customers seek not only exclusivity but also ethically responsible products.


Why luxury brands can't do without them

Luxury brands thrive on exclusivity and craftsmanship. A physical store in a prestigious location reinforces a brand’s image and status. Customers who step inside experience a sense of exclusivity that is difficult to replicate online.

Physical stores also offer the opportunity to build personal relationships with customers—something essential in luxury fashion. Loyalty is key, and brands foster this through VIP events, personal styling advice, and after-sales service. Hermès is a prime example of this strategy. VIP clients are assigned a personal sales assistant (SA) who communicates directly with them via WhatsApp. These SAs notify clients when coveted handbags or other items from their wish lists arrive in-store, giving them priority access over other buyers. This creates an exclusive feeling, as if the customer has been specially chosen to purchase a luxury item worth thousands of euros.


The importance of location

Not every shopping street is suitable for a luxury brand. High-end brands carefully select their locations to ensure they are surrounded by similarly prestigious retailers, creating an ecosystem of exclusivity. Amsterdam’s P.C. Hooftstraat is a prime example, home to brands such as Prada, Hermès, and Jimmy Choo.

In emerging markets, high-end shopping streets are also gaining prominence, attracting luxury brands looking to expand. Locations such as Nanjing Road in Shanghai and the Ginza district in Tokyo are becoming critical for brands seeking a foothold in the Asian market.


The future of luxury shopping streets

While e-commerce continues to play an increasing role in retail, the physical shopping experience remains indispensable. The future of luxury shopping streets lies in a hybrid approach, where physical stores seamlessly integrate digital innovations. This includes interactive in-store technology, hyper-personalized experiences, and a smooth transition between online and offline shopping.

Flagship stores are evolving into more than just retail spaces—they are becoming brand experience centers. Gucci, for example, has launched concept stores in major cities where fashion, art, and technology merge into a unique shopping experience.


Also read: Post-payment now on the shopping street: convenience or risk?


Conclusion

For luxury handbag and footwear brands, shopping streets are far more than just sales locations. They are an extension of brand identity, a platform for customer engagement, and a means of preserving exclusivity. In an increasingly digital world, the best shopping streets prove that a well-executed physical retail experience is more relevant than ever.




About the author:
Inge Specht worked for over 25 years as a curator and museum coordinator at the former Dutch Leather and Shoe Museum, now known as Schoenenkwartier. In mid-2023, she founded the appraisal and consultancy firm Waardevol d’Ing, specializing in historical shoes, bags, and leather goods. She also appraises corporate collections, writes, advises on passive conservation, and restores and sells vintage products.