At the 2025 RLC Global Forum in Riyadh, in the session “Rethinking Growth in Luxury: The Shift Toward Experience, Accessibility, and Time Efficiency,” Barbara E. Kahn, Patty and Jay H. Baker Professor of Marketing at The Wharton School, University of Pennsylvania, explored how the traditional model of luxury retail—built on controlled scarcity, high-touch service, and brand prestige—is undergoing a major shift. Rather than relying solely on price increases or product expansion, luxury brands are rethinking growth through customer experience as the ultimate differentiator, focusing on how they interact with and retain clients in an increasingly competitive landscape.
For some, this means deepening engagement by encouraging customers to spend more time with the brand, building emotional connections and fostering loyalty through immersive experiences. This strategy has driven the rise of experiential retail, where brands invest in flagship stores that feel like cultural hubs, incorporating interactive installations, personalization services, and even educational or artistic elements that elevate the in-store experience. Others take inspiration from models such as Sephora or Apple, where customers are encouraged to explore and interact freely, creating a dynamic shopping environment that extends beyond transactional exchanges.
On the other end of the spectrum, a time-saving approach to luxury retail is emerging, where exclusivity is not just defined by product scarcity but by premium service efficiency. In this model, brands position themselves as offering fast-track, seamless experiences for high-value clients, prioritizing priority access, ultra-personalized concierge services, and rapid delivery options that eliminate traditional waiting times. This shift suggests that for a certain segment of luxury consumers, time is the ultimate luxury, and brands that can provide an effortless, instant shopping experience will command loyalty.
An alternative strategy being explored is to lower price points without eroding prestige, but only under carefully controlled conditions. The most successful luxury brands have maintained their exclusivity even when introducing more accessible price categories by implementing barriers to access -whether through limited availability, specific purchasing conditions, or exclusive retail formats such as members-only outlets. When executed effectively, this approach broadens a brand’s reach without diluting its core identity, providing a pathway for younger or aspirational consumers to engage with the brand while preserving the perception of value among its elite clientele.
Key takeaways:
- Luxury brands reducing wholesale points in favor of exclusive, curated retail partnerships.
- Experiential retail formats increasing foot traffic and brand engagement in key markets.
- Time-efficiency strategies gaining traction, with concierge services and seamless omnichannel integration driving repeat purchases.
- Selective access models expanding, with luxury brands successfully implementing limited-edition collections and exclusive retail experiences.
“The most valuable resource luxury brands can offer isn’t just a product—it’s either time well spent, or time well saved.”
– Barbara Kahn
