Luxury Strategy
Deep Dive
The VIC Economy
In luxury fashion, VICs typically represent 2-5% of the customer base but generate 30-50% of revenue. A single VIC at a luxury maison may spend $100,000-$1,000,000+ annually across categories. This concentration of revenue makes VIC relationships the most strategically important in luxury business — and the most carefully managed through dedicated client advisors, exclusive experiences, and priority product access.
VIC Experience
VIC treatment extends far beyond priority service. Leading luxury brands offer VICs private shopping appointments, first access to new collections (sometimes before public launch), invitations to exclusive events (fashion shows, private dinners, art exhibitions), bespoke or made-to-order services, and personal relationships with creative directors. The goal is to make VICs feel like insiders in the brand’s creative world.
Identifying and Developing VICs
Luxury brands invest heavily in identifying potential VICs early and nurturing their development. Sophisticated CRM systems track not just spend but visit frequency, category breadth, and engagement signals. The next generation of VICs may be identified through digital behavior, social influence, and cultural positioning rather than spend alone — recognizing that a culturally influential client may be more valuable than a high-spending one.
OSF Perspective
OSF emphasizes that VIC strategy represents the purest expression of luxury's core business model: depth over breadth. While mass retail succeeds by serving many customers adequately, luxury wins by serving fewer customers extraordinarily. Understanding VIC dynamics is essential for anyone working in or writing about the luxury fashion ecosystem.
Related Terms
Clienteling | Exclusivity Principle | Luxury CRM | Customer Lifetime Value
Notable Brands
Hermès, Chanel, Van Cleef & Arpels, Cartier