LUXURY REDEFINED: WHEN EXPERIENCE MEETS PRODUCT
Luxury is no longer just about the product but the experience. In recent years, studies have increasingly highlighted the importance of experience during the purchasing process. It is becoming evident that consumers are more inclined to make purchases and remain loyal if they perceive their experience as satisfactory—a concept known as Experience-Centric theory. According to a recent study by the American CRM software company Salesforce, 80% of customers state that the purchasing experience is as important as the product itself, while 66% expect brands to meet and exceed their needs and expectations, even though they often feel this is not the case.
This redefinition of luxury has driven brands to place equal emphasis on the authenticity of the experience and the excellence of the product, ensuring the same level of attention is given to all other customer touchpoints throughout the purchasing journey.
This approach is perfectly embodied in the multibrand sales strategy exemplified by the boutique LEAM. Here, the focus extends beyond individual products to the selection of brands, carried out with rigor and a clear objective: to maintain a high image beyond mere commercial considerations and to provide an exclusive experience. LEAM differentiates itself through the unique brand mix it offers and showcases. High-end brands like Bottega Veneta, Celine, Dior, Gucci, and Saint Laurent meet research-driven brands such as Alaia, Khaite, Lemaire, The Row, and Toteme. It is precisely the ability to mix and match styles and brands that sets the LEAM experience and multibrand approach apart.
Part of this new approach undoubtedly lies in the physical retail space, which must primarily reflect the experience and image the brand seeks to convey, serving as the brand’s calling card. Over its more than seventy years of activity, LEAM has implemented remodeling plans for its historic women’s and men’s boutiques to align with this new experience-centric approach.
Recently, in 2019 with the women’s boutique and in 2021 with the men’s boutique, architect Marco Costanzi infused the retail spaces with innovation, sustainability, and the heritage values of the LEAM brand. Particularly in the latest men's boutique renovation, extensive research into materials and decorative elements showcased the investment made in the store's physicality and materiality by its founders.
For example, the Jungle section was introduced, where luxurious and refined materials like cement castings and precious marbles alternate with organic, more common elements such as plants, soil, and transparent crystal. The Jungle space serves as an homage to planet Earth, echoed in the recent renovation of the terrace, which features an abundance of tropical plants. This focus on giving meaning to spaces adds value to the customer's experience by engaging their perceptions and senses.
Similarly, the architect’s pursuit of balance between form and function, inspired by subtraction theory and the Minimal Art movement of the last century, reflects the museum-like prominence and absolute protagonism intended for the meticulously selected products and their equally detailed presentation. The goal here is to offer customers a fresh perspective on products and inspire them to explore new combinations and styles.
Beyond physical spaces, LEAM’s focus on customer experience is also evident in its omnichannel approach. The boutique integrates an online service that mirrors the same attention to detail found in its physical stores, with a carefully curated product selection and a dedicated storytelling effort for the brands showcased on the homepage. This multi-platform strategy ensures that every customer, regardless of the chosen channel, experiences a consistent connection with the brand's identity.
Moreover, all these efforts emphasize personalized experiences, with in-store sales staff, online customer service, and a dedicated commitment to making every consumer feel like the protagonist of their purchase.
By paying close attention to every detail—from physical spaces to digital experiences—not only are customer expectations met, but deep emotional connections are fostered, building brand loyalty and transforming every purchase into a unique and memorable experience.
