DAKS, the modern British classic brand of lifestyle company LF, said on the 4th that it hosted a VIP salon show combining British art and fashion at The Shilla Seoul's Yeongbingwan on the 3rd, as it steps up a premium customer experience that extends to cultural taste.
The event was designed to give customers the opportunity to experience both the artistic sensibility of Britain and contemporary British style. Around 90 female DAKS VIP customers from department store locations in the Seoul metropolitan area and central regions attended, with announcer Kim Min-soo serving as host. The program opened with an art docent lecture to deepen guests' understanding of British culture, followed by a styling class featuring pieces from the 26FW collection.
In the first session, art docent and author Jung Woo-chul introduced the life and artistic world of William Turner, the master of British landscape painting. Known for making art accessible to the general public, Jung used Turner's works, which pioneered new forms of expression through light and color, to highlight the values of tradition and innovation embedded in British art. He then linked this to DAKS's brand philosophy of carrying forward a 133-year heritage while reinterpreting it with a modern sensibility, shedding light on Britain's cultural heritage.
Next, stylist Seo Soo-kyung, CEO and stylist for artists including Girls' Generation, Sung Si-kyung and PSY, led a premium styling class built around the 26FW collection. Drawing on a total of 14 looks presented by three top models, Seo shared styling tips that work for everything from daily wear to formal gatherings. Guests were also invited to try on pieces from the collection.
The styling was organized into two concepts based on DAKS's 26FW season theme, 'The Londoner's Diary.' 'Day to Night' showcased outfits that transition seamlessly from daytime to evening, featuring a 100% cashmere coat in Loro Piana fabric from Italy, baby cashmere knitwear and a reversible shearling jacket. 'The Christmas Party' proposed looks suited to year-end gatherings, pairing a velvet dress, a floral jacquard skirt and mink outerwear.
A hospitality program for VIP customers was also prepared. Moët & Chandon champagne was served as a welcome drink, followed by a premium course meal. Attendees received a limited-edition mink bag, and a lucky draw offered new 26FW DAKS products including a down coat and a cashmere cape and muffler.
The salon show extends DAKS's ongoing culture-based customer engagement. Following a premium fashion show for VIP customers last October, the brand hosted two afternoon tea parties in April this year. In August, it partnered with Glenfiddich on a class combining London suiting with whisky culture, and this time it broadened the scope of its cultural experiences to British art. The aim is to connect the British identity embedded in its products with a variety of cultural activities, conveying the British lifestyle the brand pursues in a multidimensional way.
The company explained that this approach aligns with the 'retention' strategy that has been gaining importance across the fashion and retail industries. The 'Re:tention strategy' that has been put forward goes beyond a focus on acquiring new customers, emphasizing the importance of experiences and relationships that make existing customers want to return of their own accord. DAKS, too, is focusing on strengthening long-term customer loyalty, moving beyond 'lock-in' to 'stay-in' by fostering differentiated hospitality and cultural rapport on top of product quality and retail spaces, according to the company.
Performance is also on an upward trajectory, led by premium distribution channels and lines. From January to October this year, DAKS's top 10 department store locations by sales recorded 15% growth compared with the same period last year. Sales of high-end 26FW fur items rose 20% over the same period. With demand for luxurious materials and refined design holding steady, DAKS plans to further solidify its customer relationships on the strength of its premium product competitiveness.
"If the craftsmanship of premium products drives a customer's first choice, the tastes and experiences built together with the brand become the reason for the next," said Yoon Jung-hee, head of LF's DAKS division. "We will translate DAKS's British heritage into diverse cultural content to connect more deeply with our customers' daily lives, and strengthen our competitiveness as a brand customers want to return to for years to come."
Following Seoul, DAKS will host a salon show for around 40 VIP customers from the Yeongnam and Honam regions at The Library Hall at Ananti at Cove in Busan on the 5th. The brand plans to continue introducing differentiated programs for customers, expanding both the breadth and depth of its brand experience.
