As words such as “participation” and “engagement” have become increasingly important for luxury brands keen to build solid relationships with customers, so there has been a realisation that consumers want an experience that goes far beyond mere retail.
The result is that, as brands try to entice consumers to join the club when deciding where to spend their money, some are taking this idea literally. Witness the rise of the luxury brand as a private members club, where consumers are invited to become insiders.
