Indian Luxury Brands Turn Flagship Stores Into Brand Worlds

Luxury fashion brands are opening large, beautiful stores even though people can shop online.

They believe luxury is about more than buying clothes.

A store can let customers see fabrics, artwork, old designs, and craftsmanship in person.

It can also make shopping feel special and private.

Sabyasachi Mukherjee’s Delhi store is designed like a museum.

Péro created a space called Pérodise where people can attend conversations and exhibitions.

EKÁ uses old objects and handmade materials to make its store feel lived-in.

These stores may help brands attract wealthy shoppers and charge premium prices.

However, brands still need to learn whether the expensive spaces generate enough sales.