Pratishtha Rana
In today’s pandemic-led world, the willingness to experiment and to provide unceasing services (via online or offline channels) has been the key to retain consumers’ interest for many fashion brands. Then, of course, it comes down to customising the product as per the client’s need, which is a fundamental rule that the luxury brands work around.
In an industry-leading move, French luxury fashion house Louis Vuitton went beyond the realms of digitisation and brick-and-mortar by launching a new boutique-on-wheels service that reaches the consumer in a lavish caravan, right at their doorstep, as reported by Vogue.com. 
Gamechanger
Currently, LV’s travelling store is only catering to customers in New York, New Jersey and Connecticut with probable expansion plans to other locations across the US.
LV Crafty collection
LV Crafty collection / Instagram
The interior arrangements inside the caravan that has transitioned into a luxurious mobile boutique are such that once you step inside it, you forget that you’re in a makeshift vehicle. It feels like an actual store. For regular clients, the products in LV’s boutique-on-wheels are customised according to their past shopping preferences, size, style and other such details.
Vogue reports, the 20-feet caravan can accommodate up to four people. Inside, there is a screen that plays the LV’s recent runway shows. Wooden flooring, quilted white walls, plush armchairs, cabinets and drawers, full-length mirror and a wholesome collection of clothes, bags, jewellery and footwear fill up the rest of the mobile store. The exteriors model a sliding glass and a separate window display that exhibits one of the star outfits from the new season’s collection.
Fashion on wheels in India
In India’s fashion landscape, Stage3, a fashion rental and styling platform had launched ‘Stage3 on Wheels’ program in January 2020, much before the lockdown was implemented. It was then touted to be the country’s first mobile fashion store, servicing designer clothing from labels including Manish Malhotra, Anushree Reddy and Gaurav Gupta, across Delhi and Gurugram.
Stage3 on wheels
Stage3 on wheels, credit: Stage3
Recently, during the lockdown, Levi’s, Pepe Jeans and Max Fashion were some other brands that used the store-on-wheels concept in residential areas of Mumbai and Delhi. According to reports on Times of India and Economic Times, the objective behind rolling out mobile stores is to widen reach and increase sales – at a time when brands need to reach the buyer and not vice versa.
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