The term “clienteling” was made for those brands at the top of the market. Personal shoppers, VIP store experiences, and now the growing trend of personal makeup professionals using the very best brands doing home visits in Chelsea (and neighbours).

There is no doubt that “in person” service has become vital over the last 18 months as stores come back to prominence. Staff turnover has left many brands and retailers struggling to keep up, but in London, Bond Street has recently become a source of some of the best service available - with staff “borrowed” from competitors as well as the very best hospitality venues (the old covid switcheroo).

Every premium and luxury brand we talk to is thinking hard about the blend of online and offline service, from in-store apps to help VIP experiences to the dreaded bots which (despite the negative press) can really help with CS at scale.

This autumn is the perfect time before Peak to sit and think for a second about the service benchmarks in Luxury and premium beauty businesses, and how to raise them without affecting the cost base too heavily, and also using appropriate technology without dehumanising this vital element of Luxury.