Luxury brands in Paris lure high spenders with an a multi million dollar all expense paid trip

Once a Mecca for high fashion and luxury goods, the city of Paris has lately lost favor with shoppers as a shopping destination. Not only has the city been a target for terror very recently but the high profile robbery of Kim Kardashian also attracted some negative publicity for the city that’s usually a tourist hotspot. To remedy the situation, the city’s luxury association Colmite Colbert hosted an all-expenses-paid trip for 100 high end shoppers from around the world.

In addition, Chanel debuted their pre fall collection in Paris, which is a change for the label known for their OTT destination fashion shows. Both moves are part of a campaign by the French government to lure tourists back to their bustling streets. It’s an important move for the country, since Bain & Co. estimates that 60% – 65% of their luxury sales are attributed to overseas buyers. The campaign is a $46 million investment for the French government.
“We are reacting in upbeat and creative ways because it’s a challenging time for us,” said Elisabeth Ponsolle des Portes, president and chief executive officer of Comite Colbert. Apart from the infamous Kardashian burglary, Bollywood actress Mallika Sherawat and a member if the Saudi Royal Family were also robbed in Paris this year.
The 100 mystery guests attended Comite Colbert’s three-day event which included a black-tie dinner hosted by Foreign Affairs Minister Jean-Marc Ayrault as well as workshops organized by the 48 participating brands. Although “workshops” is just a way of saying private events. One if them was a visit to Dior’s haute couture ateliers coupled with a tasting of delicacies from Pierre Herme.

READ:  Colette: the fashion Mecca in Paris is closing its doors after twenty years.

Bruno Pavlovsky, president of global fashion at Chanel, said that the brand chose to stage its annual Metiers d’Art show in Paris in a deliberate move to showcase the brand’s heritage and support Paris. “Paris could definitely use a little boost right now,” he said, adding, The situation is not desperate: It’s bad, for sure, but I see glimmers of hope. Our overseas friends may be avoiding Paris, but they continue to buy a huge amount of French-branded goods in New York, Tokyo and elsewhere.”

READ:  A Tokyo school faces the wrath of parents for its plans to introduce Armani uniforms for elementary kids

[Via – Bloomberg}