TryGOLD- Free

How The Fashion Industry's Top Brands Reward Their Best Customers
Singapore Tatler|September 2019
Pick up a pair of stilettos and a sales associate might pour you a glass of bubbly. Drop a cool $10m at a luxury fashion house and don’t be surprised when you are whisked away by private jet on an ultra-exclusive VVIP adventure—quality one-on-one time with celebrity designers included. Here’s how the fashion industry’s top brands reward their best customers —and proof that die-hard brand allegiance pays off
- Bennett Marcus
How The Fashion Industry's Top Brands Reward Their Best Customers

“It is adorable of Chanel to be spoiling me with surprise presents on my birthdays,” says one of the label’s top clients in Hong Kong. On her most recent birthday, the French house sent a pair of sofa cushions accompanied by chocolates and flowers. If she stops at Chanel’s Peninsula hotel boutique during her birthday month, staff members bring out a cake, sing and serve tea.

The maison also sends personalised gifts for other occasions throughout the year such as Mother’s Day, Christmas and New Year. These may be flowers or cakes or not-for-sale fashion items, but such gifts are never repetitive, says the society figure, who requested anonymity as Tatler Asia looks at the perks that fashion houses provide for their VIP clients. “They show [Chanel’s] love for their loyal customers.”

This kind of personal attention, along with curated trips to see the runway shows and enjoy behind-the-scenes visits with the designers, are some of the ways in which luxury brands make their most loyal customers feel special. “I’m 5’2” [157cm] and height really, really makes a big difference for me,” says Filipino actress and artist Heart Evangelista. “So I collect Christian Louboutin shoes.” The Philippine Tatler regular often receives bags or other accessories from the design house, usually accompanied by a note or a sketch. “That makes it extra memorable.”

“Dior does a lot of gracious, thoughtful stuff,” says Wendy Yu, a top Chinese client. The house engraved her name on a bottle of perfume and also gave her a bag with her initials on it. Each year for the Mid Autumn Festival, the Shanghai-based venture capitalist receives special mooncakes courtesy of Dior.

This story is from the September 2019 edition of Singapore Tatler.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the September 2019 edition of Singapore Tatler.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM SINGAPORE TATLERView All
Mathew Leong
Tatler Singapore

Mathew Leong

As the Norway-based Singaporean chef celebrates a milestone year both personally and professionally, he opens up about the toughest moments of his career and why failing is not an option

time-read
3 mins  |
November 2024
Asian Inspirations
Tatler Singapore

Asian Inspirations

Chef Ace Tan on his second restaurant, Asu-his love letter to regional Asian cuisine

time-read
4 mins  |
November 2024
State of the Arts
Tatler Singapore

State of the Arts

Arts nominated member of parliament Usha Chandradas discusses growing the creative economy by focusing on both supply and demand

time-read
4 mins  |
November 2024
Through a Curator's Lens
Tatler Singapore

Through a Curator's Lens

Circe Henestrosa, a fashion curator and the head of the School of Fashion at Lasalle College of the Arts, University of the Arts Singapore, merges her personal connection with artist Frida Kahlo with her extensive curatorial experience to explore intersecting themes of identity, disability and cultural heritage

time-read
4 mins  |
November 2024
Second Nature
Tatler Singapore

Second Nature

Poet and educator Yong Shu Hoong brings fresh perspectives to the helm of the Singapore Writers Festival, from interdisciplinary perspectives to multilingual programmes

time-read
3 mins  |
November 2024
Wine Down
Tatler Singapore

Wine Down

Nothing wraps up the day like a nice glass of vino. From flashy hedonistic escapades to geeky watering holes, these new wine bars promise celebrated viniferous pours that will please even the most discerning of oenophiles

time-read
3 mins  |
November 2024
A Legacy in Silhouettes
Tatler Singapore

A Legacy in Silhouettes

Kristina Blahnik, CEO of the designer shoe brand Manolo Blahnik and the niece of its legendary founder, shares her insights on preserving the house's heritage and introduces the new Manolo's Silhouettes campaign

time-read
4 mins  |
November 2024
To Have and to Hold
Tatler Singapore

To Have and to Hold

With its sumptuous textures, Loro Piana's elegant autumn/winter 2024 collection is a chic celebration of craft, quality and the universal appeal of tactility

time-read
2 mins  |
November 2024
Scent of Strength
Tatler Singapore

Scent of Strength

Hermès unveils its first chypre perfume, Barénia―a captivating fragrance crafted by renowned perfumer Christine Nagel that embodies bold femininity and celebrates the brand's rich heritage

time-read
2 mins  |
November 2024
Nocturnal Revival
Tatler Singapore

Nocturnal Revival

Nighttime skincare rituals will get a boost of supercharged restoration with La Mer's new Rejuvenating Night Cream

time-read
2 mins  |
November 2024

We use cookies to provide and improve our services. By using our site, you consent to cookies. Learn more