By Marcelo Reis Melo, Feels Like
Luxury fashion, a $115.90 billion industry, thrives on creativity, tradition, and craftsmanship. Storytelling is central to these brands, with narratives woven into every facet of their identity—whether it’s the heritage of Chanel, the craftsmanship of Louis Vuitton, or the innovation of Jacquemus.
Through these stories, it becomes clear to customers that they’re not just buying a product; they’re investing in a legacy and emotional connection.
Storytelling is The Heartbeat of Luxury Brands
While many brands have shifted almost entirely to online operations, luxury brands still retain a significant portion of their business offline. For these brands, the in-store experience is not just a transactional moment but a carefully orchestrated narrative where consumers are immersed in the brand’s world—from discovering the collection and interacting with sales staff through the final purchase.
Every detail plays a role in building the brand’s story. This holistic approach to storytelling, grounded in personal interaction, is what makes luxury feel exclusive and immersive. According to a Statista report from 2023, the in-store customer experience is one of the top reasons luxury consumers justify the premium prices.
It’s for this very reason, however, that luxury brands often struggle with the digital realm. The problem is not only replicating the aesthetic but ensuring the narrative flow remains intact—especially when trying to balance the rich, orchestrated storytelling of in-store experiences with the conversion-oriented nature of an e-commerce platform.
It doesn’t have to be this way.
Every detail plays a role in building the brand’s story.
Compelling Digital Storytelling—With the Human Touch
A luxury brand’s digital platform can deepen the customer’s engagement with its world, incorporating not just products but the artisans who created them, the inspiration behind the designs, and the legacy they represent.
Mixed reality explorations, like those seen with Meta Quest and Apple Vision Pro (AVP) devices, can blend digital and physical experiences—offering customers a virtual yet detailed experience that rivals in-person shopping.
We are diving into this concept headfirst at Feels Like. One of our latest R&D projects involves developing our own AVP Watch Boutique.
Through advanced 3D modeling, spatial sound, and interactive content, users can enter an immersive digital world of luxury watches, where they can explore brands like Cartier, Rolex, and Patek Philippe in stunning detail. Users have the opportunity to virtually dismantle watches, explore their intricate craftsmanship, try them on, and even experience their distinct sounds through spatial audio.
But we’ve found that the real ‘wow’ moment comes from incorporating a sales experience.
Salespeople in luxury fashion are storytellers in their own right, creating a personal connection between the brand and the customer by sharing the history, craftsmanship, and values behind each piece. Their role goes beyond just selling—it’s about delivering a unique experience that makes customers feel like a part of the brand’s world, building loyalty and adding that special touch to every interaction.
So when users enter our Watch Boutique, they are greeted and guided by a digital concierge—an avatar—who provides tailored recommendations and takes them through the brand's history and products, just like an in-store experience.
By utilizing one of the most valuable assets in luxury retail—the sales personnel—we're creating digital experiences traditionally confined to in-store settings. And this concept can also extend to other industries, such as car sales or real estate, where the human touch can make a huge impact on a customer’s buying journey.
We believe this could represent a significant shift for the luxury industry. Not only do we see potential in showcasing new products, but also for training of in-store sales personnel. For exampe, through the use of high-fidelity 3D models, sales teams can engage with virtual representations of new watch designs, experiencing all the details and functionalities as if handling the actual product.
This approach not only reduces the logistical and financial burdens associated with distributing limited prototypes but also ensures consistent and timely training across all retail locations.
Innovation Isn’t Just About Technology, It’s About How We Find New Ways to Tell Stories
Luxury brands have historically been cautious with digital innovation, fearing it would dilute the personal touch of their heritage. But they also know the world is online, and so too often they try to plug in existing solutions that work well for fast fashion, assuming they will perform equally well for luxury businesses.
However, these solutions frequently fail to deliver the expected results. And the reason is that luxury is not a one-size-fits-all solution. It requires technology that speaks to its exclusivity, sophistication, and storytelling.
The key is to use technology thoughtfully, making sure that it amplifies the brand’s story rather than overshadowing it. The use of technology has to feel as bespoke and intentional as the products themselves.
The use of technology has to feel as bespoke and intentional as the products themselves.
Can Digital Ever Top Physical?
The big question remains: Can digital experiences ever truly top the physical ones? The answer, much like the art of storytelling, is nuanced. Because brands don’t need one to be superior to the other. Digital storytelling can be unique in its own way—and most importantly, it offers brands a way to engage with customers in ways that were once unimaginable.
It’s nice to visit the shops in New York, Paris, or Milan, but by being able to “meet” their customers anywhere, brands can create year-round touchpoints and enhance connections to their brand through immersive storytelling.
ABOUT THE AUTHOR:
Marcelo Reis Melo is global executive creative director at Barcelona-based design firm Feels Like.