Despite looming concerns of a recession, many luxury brands have launched holiday gifting campaigns or product collections to target customers – with hefty price tags that will leave you flabbergasted. Brands are confident that their loyal customers will continue to spend, and for buyers who can afford luxury items, the strategy seems to be working in their favour. For instance, the pricey Chanel Advent Calendar 2021, which cost US$825 and became a subject of a lively debate, was sold out everywhere and became a hot commodity on eBay and more.
Even for those looking to treat themselves this holiday season – for example, a Hermès lipstick retails from S$107 (approx. RM321+) and comes with the iconic orange box – brands consider such purchases still a win for the brands.
Physical touch remains
With this holiday period, luxury brands are turning to physical pop-ups to attract shoppers. After all, these temporary stores will allow shoppers to touch, feel and test products – who doesn't like a beauty swatch? – before deciding on their purchase(s).
Chanel unveiled the first Chanel Station at Plaza Singapura, and other 'stations' to follow include VivoCity Shopping Mall and Changi Airport Terminal 1 Departure Transit Hall. Shoppers can look forward to the N°5 Holiday collection and explore the brand's skincare range, makeup, fragrances and in-boutique exclusives.
For Dior Beauty, the brand launched the Atelier of Dreams at Ion Orchard in the heart of Singapore, with two installations, namely a glittering Christmas tree named the Dior Enchanted Star in Asia and the Château De La Colle Noire pop-up. Shoppers can expect to discover the J'Adore Eau De Parfum at the Exceptional Chandelier room; and Dior Beauty's limited edition Holiday Collection and the Art of Gifting with pouch embroidery and gift wrapping at Château De La Colle Noire.
Brands have long collaborated with shopping malls for an elevated Christmas experience, for example Marina Bay Sands, with their floating, bedazzled Christmas trees. It's a bewitching ensemble of nearly 1,000 trees dressed in fair lights that make up this sight, accompanied by three giant snow globes that you must take a selfie with. Also, from now until 25 December, the three towers of Marina Bay Sands and the ArtScience Museum will be lit up eternally with laser projections and animations.
Raffles City and French luxury beauty brand Guerlain created a bespoke 15-metre tree, the brand’s first-ever Christmas tree installation in the world. The tree adds to the magic at the refreshed mall that is seeing a slew of international brands opening their standalone flagship stores and debuting their first-ever store concepts, including Guerlain, which opened its first standalone boutique in Singapore at Raffles City, #01-40 in November.
Seamless online shopping
If you're looking for Christmas gifts with a different touch of luxury, here are our picks:
Chanel No. 5: The Perfume of a Century hardcover book
Hermès pop-up hardcover book
Louis Vuitton Capucines Leather bag
Gucci GG Marmont shoulder bag
Dior Saddle Bag
The Row Delanie leather shoulder bag
La Mer Advent Calendar Skincare Set (Holiday Limited Edition)
Guerlain Aqua Allegoria Forte Rosa Rossa Eau De Parfum
Dior J'adore Eau De Parfum