Should I Purchase the Atlanta or Chicago Edition of Jimmy Choo Sandals?

Christie's picture

Imagine you just booked a cruise to sail around the Greek islands this summer. Your husband, best friend and her husband will be going with you. You're looking over the itinerary of all of the fun activities you all will have the opportunity to participate in. Romantic sunset dinners... snorkeling... wine tasting... dancing until the wee hours of the morning.... You open your closet door to see what you have that could be packed for this trip of a lifetime. You pick out a few things, but realize you need some new accessories to spice things up. After all, this is a trip of a lifetime and you better look the part.

You decide a pair of new Jimmy Choo sandals will be the perfect addition to your ensemble. You immediately grab your laptop and go to their website. After searching around you find the perfect pair that will look absolutely stunning with the new cocktail dress you purchased the other day. You sigh a breath of elated relief. Wait a minute! In the copy underneath, it says it's only sold in their Chicago store, and you live all the way over in Atlanta. Hmm... maybe their Atlanta store has a pair that's even better. You put down the laptop, get in your SUV, and head towards the Jimmy Choo store.

Now, as you're probably aware, one of the biggest factors of a luxury item is its exclusivity. Not everyone will have that car, be wearing that dress, or be carrying that handbag. It's part of what makes you, the buyer, stand out from the crowd. When you purchase that limited edition Fendi handbag, you can be confident not many other people will be carrying the same one as you. These luxury items help express your individuality, style and personality.

Some trend analysts believe luxury brands can push that concept even further. Using the same report Katie Wassmer referenced earlier in her blog post, Trend Watching predicts luxury brands will capitalize on this strategy and make their products exclusive to specific locations. They propose that luxury brands sell something special in just one location. This move towards limited locations will generate the ability to have first-class prices for that product, as well as numerous opportunities for public relations. Another option of using limited locations for your brand would be to have each store or outlet have its own look and feel. Much like the example listed above, a store in one city could have unique products and a completely different atmosphere than the stores in other cities.

Want a real life example of someone who's already doing this? Take Le Labo fragrances for instance. They have boutiques in New York, Los Angeles and Tokyo, with products sold in department stores in other locations such as London, Las Vegas and Berlin. The company produces a scent that is specific for each city they sell their products in, and it's restricted to that city alone.

Do you think the strategy of having one store out of many sell a particular item will help push the luxury market to the next level? Would having boutiques that are tailored specifically for that geographic location do the same thing? Share your thoughts with us below.

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