What: Saks introduces innovative personal shopping concept at The London West Hollywood hotel, combining traditional styling services with enhanced beauty and art experiences.

Why it is important: This initiative demonstrates how luxury retailers are evolving their service models to reach high-value customers through innovative partnerships and enhanced experiences.

Saks Fifth Avenue has launched its first Fifth Avenue Club personal shopping service outside of a traditional store location at The London West Hollywood at Beverly Hills. The by-appointment service combines personalised shopping with new offerings including a dedicated beauty counter and shoppable art installations with QR codes.

Customers can engage through both in-person and virtual consultations with Saks Stylists, who curate assortments based on individual preferences. The location strategically targets entertainment industry professionals, hotel guests, and local customers, with capabilities for exclusive events and brand takeovers. This expansion represents a significant evolution in Saks' personal shopping programme, bringing luxury services directly to where high-value customers stay and socialise.

IADS Notes: Saks Fifth Avenue's expansion of The Fifth Avenue Club to The London West Hollywood represents a significant evolution in luxury retail service. This aligns with the luxury sector's increased focus on personalised experiences and high-value customer engagement. The strategic partnership with a luxury hotel and addition of enhanced services like beauty counters and shoppable art installations reflects retailers exploring innovative formats to enhance customer service. By creating the first Fifth Avenue Club outside of a Saks store, this initiative demonstrates how luxury retailers are reimagining traditional service models to reach key clientele in new ways.

Saks Fifth Avenue expands personal shopping services to LA luxury hotel