Between the ordinary and the extra-ordinary, what kind of attention strategy should luxury brands adopt?

Gen Z lives brands at scroll speed. Hyper-solicited and elusive, they switch from one brand to another in the blink of an eye. Their attention span is short and their attachment fragile. 46% of them have already abandoned a brand simply because they had grown tired of it (Marketing Week, 2024). So, faced with a generation that zaps faster than it buys, how do you build loyalty? How can we anchor ourselves permanently in their minds when everything changes in an instant? For Rémi Le Druillenec, co-founder of the Héroïne agency, the answer may lie in a new posture: being there. To be present. All the time. Everywhere. In everyday moments, as well as more exceptional ones. A presence outside the walls of the boutique that brands must now master.

The strategy of the ordinary: being where memories are made

The boutique is no longer enough. If they are not to be forgotten, brands must invest in everyday places, where life really happens: beaches, towns, café terraces. Each space becomes a pretext for deploying their universe in a way that is accessible and rooted in the reality of their communities.

In summer, beaches are transformed into strategic arenas of expression. Through carefully-designed takeovers and pop-ups, brands create truly immersive ecosystems. From food to décor, every element is designed to reflect the DNA of the Maison, with a focus on experience rather than transactions.

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The product becomes almost secondary; it's the moment shared with the brand that takes precedence. Dior is a perfect example. On the island of Capri, the House has taken over an entire cliff, integrating beach, restaurant, boutique and even a pedalo, all bearing the brand's effigy. For its part, Burberry has taken possession of The Standard hotel in Ibiza, offering a complete immersion in its universe, with cocktail evenings hosted by DJs, a branded photo booth and a selection of products. Also in Ibiza, Jacquemus dressed a beach in the colors of its La croisière collection: a pétanque court, deckchairs and a pop-up store painted a picture faithful to the aesthetics and lifestyle advocated by the House.

Brands are also investing in everyday urban life. Louis Vuitton has mastered this through a polymorphous and coherent approach. Firstly, through gastronomy, with a veritable territorial network of its LV Cafés, from New York to Milan, via Saint-Tropez. More than fifteen cafés already exist, establishing the brand in the daily lives of its clients. Secondly, it weaves a link with culture and travel via its City Guides, which go beyond the framework of boutiques. In Milan, urban kiosks sell its guides, while in Arles, during the Rencontres de la photographie, an ephemeral boutique showcases the local edition alongside other guides. Finally, the brand is also investing in digital entertainment with its immersive adventures around Vivienne. The latest initiative is Enigma II, an interactive game inviting players to explore Grasse and discover the House's olfactory heritage. Community members can immerse themselves in the magical world of Louis Vuitton and its character Vivienne, even on their mobile phones.

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This day-to-day strategy enables the brands to multiply the points of connection and connivance with their community, thus strengthening brand attachment.

The strategy of the extraordinary: creating special events

To appeal to an affluent clientele in search of meaning as much as status, the Maisons are intensifying their presence in the cultural sphere, cultivating a strong link with the artistic and intellectual worlds that inspire their targets. In this way, they transcend their primary role to become transmitters of heritage. This strategy is based on two complementary mechanisms. The first consists in inviting themselves into cultural venues. Chanel, for example, asserts its positioning through its patronage of the Comédie-Française, a commitment that resonates with a target group sensitive to excellence and intellect. For its part, Saint Laurent extends its territory by co-producing films such as Emilia Perez, enriching its storytelling beyond fashion. Jonathan Anderson's first men's fashion show for Dior was followed by the presentation of the first audiobook, "Christian Dior et Moi", performed by Louis Garrel, with the aim of offering events where culture and confidentiality meet.

The second is to make culture a central part of the in-store experience. In its brand-new flagship store in Milan, Tiffany has lined the customer pathway with works of art that embody and extend its brand message. A Picasso overhangs the collection designed by Paloma Picasso, creating a dialogue between the artwork and the products, while a painting representing the House's ambassadors showcases its jewellery creations. Here, art becomes a vector of inspiration and storytelling, far beyond the simple product showcase, creating a rhythmic and inspiring journey. Acne studios, meanwhile, has transformed one of its former Paris boutiques into a permanent gallery hosting exhibitions, artist talks and cultural events, consolidating its position at the heart of a creative ecosystem.

This strategy of the extraordinary, by cultivating deep ties with culture and art, broadens the scope of influence of the Houses and reinforces their status as cultural players, consolidating their power of attraction and legitimacy with their communities.

In a world where attention is evanescent, combining the anchoring of the everyday with the embodiment of the extraordinary enables the Maisons to build a total presence: intimate and familiar on the one hand, cultural and aspirational on the other. A presence with many faces, in response to ever-higher and more diverse expectations.

Opinion column for Le Journal du Luxe