Shopping, in this economy? The reality is that even during a global health crisis the urge to buy something new continues. As stores reopened in China earlier this year, lines formed outside Chanel boutiques. In France, which relaxed its social distancing regulations earlier this week, people were queued up at Zara. In Texas, where a stay-at-home order concluded on May 1, with businesses permitted to reopen at 25% capacity, people may not be lining up just yet—but they are shopping.
“We have seen steady sales across the board in all categories,” says Laure Heriard Dubreuil, the founder of The Webster, which operates one store in Texas, as well as three in Florida, two in California, and one in New York. “Of course, people have been buying a lot of leisurewear, and games like chess or puzzles from our home category. But just as much as they are buying pieces for their time at home, they are also buying inspirational looks, so we have seen strong sales in bags, dresses, and gems for future events and getaways. We have learned a lot about our clients during this time, and they very much dress the way they want to feel, many of them still maintain their everyday looks as if they were leaving the house.”
In Houston, where The Webster’s Texas outpost is based, people can, in fact, leave their houses, which presents a dilemma for luxury retailers that pride themselves on high-touch customer service. How can you offer many of the hallmarks of luxury retail—a glass of Champagne, an on-site seamstress, a warm greeting—without violating social distancing regulations?
“While our stylists will be respecting the six-feet social distance rule, it is our top priority that the expected level of customer service will not be compromised,” Heriard Dubreuil continues. “As we open our doors, we will continue to proceed under the CDC and states’ guidelines. We will be taking every precaution during this time to ensure the health, safety, and happiness of both our clients and employees. Our stores are thoroughly cleaned daily and rigorously sanitized in between each client. Our team will be required to wear masks, and we encourage our clients to do the same. If a client arrives without a mask, we will be able to offer our custom-made ones with upcycled LHD [Heriard Dubreuil’s own brand of swimwear and dresses] fabrics.”