Runway to boutique: shopping trend of high-income people

While the mass fashion market is shifting strongly towards e-commerce and livestreaming, high-income customers are choosing a different direction: direct shopping experiences at personalized fashion runways - private fashion shows organized by designers exclusively for VIP customers.

No longer just a stage for performing arts , the runway now acts as a boutique, where customers can "close orders" right on the catwalk.

"See now, buy now" - the runway is no longer just a "stage to watch"

The trend of personalization is becoming a priority in the luxury fashion industry. Brands such as Chanel, Louis Vuitton, Dior, Hermès, Fendi, Gucci... often organize private shows for VIP customers. These events take place at flagship stores (stores or showrooms representing the brand, built and designed with the purpose of creating a strong impression on customers) in Ho Chi Minh City, Hanoi , 5-star hotels or high-end conference centers... Guests can directly view limited collections of Pre-Fall, Resort/Cruise (pre-season/resort collections) and receive advice and order early in a luxurious, private space.

Former model and actress Hong Diem is a regular customer in Ha Duy's private fashion shows.

PHOTO: NVCC

Private fashion shows are a way for designers and customers to get closer, understand each other and together create fashion products with high aesthetic value.

PHOTO: Designer HA DUY

A design by Eunoia by An is sold right on the runway.

PHOTO: NVCC

In Vietnam, many designers such as Ha Duy, Cong Tri, Nguyen Minh Cong, Do Manh Cuong... also focus on organizing collection introductions in closed spaces, close to loyal customers in tourist areas such as Phu Quoc, Da Nang, Phu Yen... High-end ao dai brands such as La Pham, Thuy Design House... also incorporate traditional cultural elements into the performance space, creating depth of experience.

Designer Ha Duy's Golden Hour show is a testament to the "see now, buy now" trend in Vietnam. Within just 72 hours of the show, key designs such as silk dresses, hand-embroidered dresses, and 3D floral capes were "sold out" both domestically and internationally.

Ha Duy shared: "There are designs that customers order right after watching livestreams or videos from show attendees. This not only creates a media effect but also meets the psychology of wanting to own unique, limited designs right away." He emphasized: "Allowing customers to buy directly from the catwalk helps enhance the personalized experience and creates a sense of privilege for high-end customers."

Private shopping - when emotions drive consumption

For high-end consumers, shopping is not only influenced by price, but also by emotional experiences. The "see now, buy now" model, which is familiar to international brands such as Burberry, Dolce & Gabbana, Moschino... is now flexibly applied by Vietnamese designers.

Ms. Vu Lan Anh, CEO of the designer fashion brand Eunoia by An, believes that this is an inevitable development of high-end fashion, where experience and emotion are prioritized. "The runway is now where customers feel - touch - try and decide to buy/order right away. Although we focus on craftsmanship, we are still flexible with "ready-to-custom" versions (customized outfits according to customer needs) to serve diverse needs," Ms. Lan Anh said.

Designer Nguyen Minh Tuan in his splendid show

PHOTO: NGUYEN MINH TUAN

The "runway to boutique" model is popular among the high-income class because it emphasizes personalization and sustainability in consumption. Designer Nguyen Minh Tuan commented: "My designs are very picky. Customers who come to the show not only buy, but also accompany me in the process of creating the product. From color to shape, every change bears the mark of personalization. For them, owning a design means owning a whole story."

"Runway is now not just a show place, but a personalized boutique. There, designers control production, protect the brand and connect more deeply with consumers," Nguyen Minh Tuan emphasized.

The choice of the sophisticated consumer

Ms. Thuy Linh (35 years old, businesswoman), a VIP fashion customer, shared: "I often receive invitations to attend private shows, and almost every show I choose a design right at the event, come to try it on the next day and order it. For me, wearing high-end designs of true value is a worthy experience, so I am willing to fly far - even just to attend a private show in Europe - if it is an opportunity to own truly special limited editions from luxury brands, both domestic and international".

Ms. Thuy Linh in the designer's outfit at the invited show. She said: "I want to see the material with my own eyes, see how the fabric moves with the model's steps. That is something that cannot be done online. When I like it, I am ready to close the order right there in the guest seat."

PHOTO: NVCC

Not only selling products, brand designers also provide many after-sales services such as editing costumes, changing design details, materials, adjusting styles or even taking photos with costumes for customers.

PHOTO: NGUYEN THUY LINH

Ms. Cao Minh Hang (45 years old, businesswoman in Hanoi) - a regular customer of designer fashion, said: "Shopping online is convenient, but with expensive products, there are many potential risks. For example, the goods are not as advertised, the size is wrong, the material is not as expected, or even counterfeit goods. Buying at mass stores lacks privacy."

According to Ms. Minh Hang, private shows offer a quiet space, dedicated service, and a sense of exclusivity - indispensable elements in the shopping journey of sophisticated consumers.

Runway to boutique is no longer a simple stage for showing, but is shifting to "emotional boutique" - where customers do not just buy a product, but own a vivid and unique experience. This trend reflects a profound change in consumer behavior of the high-income class and is becoming an increasingly popular consumer trend in Vietnam, full of experience and leading the future of the high-end fashion industry.

Source: https://thanhnien.vn/runway-thanh-boutique-xu-huong-mua-sam-cua-nguoi-co-thu-nhap-cao-185250604221158938.htm