News : New Roles at Coach, Bloomingdale’s and Saloni

Monday, July 3, 2023

New Roles at Coach, Bloomingdale’s and Saloni

In this week's Careers Newsletter, read BoF senior correspondent Sheena Butler-Young's latest: Help Wanted: As Luxury Brands Open More Stores, Staffing Challenges Await

On any given day, about 150 staffers are stationed around Tiffany & Co.'s Manhattan flagship, touting the jewellery brand's "Bird on a Rock" brooches, "Lock" bangles and bone china in trademark blue.

At the behest of shoppers browsing the 10 floors of the luxury maison, these "client advisors," as the brand calls them, can answer nearly any question about the 40-plus pieces of fine art adorning the walls, and architectural elements of the building itself, which opened its doors in April following a four-year-long renovation. On the 10th floor is a private space accessed by invitation-only to the brand's top clients. That level is typically serviced by a bartender, three waiters and two members of Tiffany & Co's client experience team. Client advisors also accompany their guests as needed throughout the day.

Tiffany & Co.'s investment, both in the brick-and-mortar space and the small army required to staff it, is a sign of times.

The white glove treatment — a premium shopping experience that as a baseline includes one-to-one attention, a curated product assortment and champagne service — has long been integral to what made luxury brands luxurious. Online shopping was once seen as a threat to this model: did shoppers on a website need a personal concierge to pick out a handbag?

But the rise of e-commerce has instead had the opposite effect. Luxury brands have invested heavily in stores that promise an experience that can't be found on the Internet. Tricked-out flagships now satisfy post-pandemic appetites for real-world experiences. High-end labels that have repeatedly raised prices in recent years must also work harder to convince customers to spend $6,000 for a Chanel bag or $1,200 on a Gucci monogrammed shirt.

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