What: the holiday season at Selfridges, Harrods, Lane Crawford, and Neiman Marcus.

Why it is important: Nothing comes up as unexpected, however, all the points we have been stressing up until now are beginning to be commonly executed across the board.

Vogue business is making a review of 4 top department stores’ actions on how they address the holiday season. Interestingly, there is no radical innovation, however a consistent adaptation to the new business trends we have been reporting for the past 6 months:

• Address local community with dedicated actions, such as Lane Crawford supporting local businesses, Selfridges hosting a film festival and Harrods with a new Gordon Ramsay restaurant,
• Use omnichannel to ease the purchase processes, such as Neiman Marcus offering an online gift service, Selfridges a one-stop-shop and ship service,
• Make sure there is a feeling of safety, with Selfridges proposing sanitising pumps on every corner.
• Enhance the digital shopping, with Neiman Marcus hiring consultants to upgrade its sales associate team with digital competences, Lane Crawford proposing Zoom calls, and Harrods striking a deal with Farfetch.

In terms of category, while Saks is booming on fragrances and jewelry (just like El Palacio de Hierro mentioned a few weeks ago), Lane Crawford reports growth on home, lifestyle and beauty, just like overall IADS members. This does not prevent the department stores from proposing discounted products, such as Harrods who had a very aggressive discounting approach this season.

How luxury department stores are navigating the holiday season