Chanel
“It is adorable of Chanel to be spoiling me with surprise presents on my birthdays,” says Lianne Lam, 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, like 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 Tatler Lister. “They show [Chanel’s] love for their loyal customers.”
For Lianne, the label’s 2012/13 Cruise show at Versailles was an unforgettable experience.
“It was a public holiday and the visit was specially arranged for Chanel guests,” she says. “We were given an exclusive tour to areas that weren’t open to the public normally. Imagine viewing the palace’s hundreds of rooms with a private guide without crowds.”
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.
“We sit in the best spots on the front rows, spoiled by the opportunity to be the first to view the new collections of the season,” Lianne says. “Of course, Chanel is always generous with its souvenir gift bags for guests.”
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