The Power of the VIC
In luxury’s rarefied world, Very Important Clients aren’t just customers—they’re part of the inner circle with access to fashion’s most exclusive experiences.
The top two percent of customers generate over 40 percent of sales for luxury brands like Louis Vuitton, Hermès, and Chanel, according to a 2022 study by Bain & Company. These high end purchasers—who on average spend $200,000 to $300,000 a year on a single brand—are known as Very Important Clients (VICs). In return, they’re lavished with exclusive invites to runway shows and parties, limited-edition gifts, and envy-inducing experiences like a Max Mara dinner in the courtyard of Venice’s 14th-century Doge’s Palace, a Cartier masquerade ball at Vienna’s Belvedere Palace, or a Dolce&Gabbana seaside concert in Sardinia headlined by Christina Aguilera and Katy Perry.
Between 2020 and 2023, the wealth of the top one percent of Americans increased by nearly $15 trillion, according to data by the Federal Reserve. Yet global purchasing power is shifting toward the Asia-Pacific and the Middle East regions. China continues to lead in luxury consumption, while hubs like Dubai, Doha, and Riyadh attract the ultrawealthy—and the attention of luxury brands. Louis Vuitton, for instance, expanded its VIC program in Shanghai by debuting private salons where clients preview limited collections before they’re shown publicly.
Classic craftsmanship takes center stage with Hermès in hand, Photo by Mike Vitelli/BFA
Another way to reward VICs is through hyper-personalized experiences. At heritage maisons like Hermès, clients are invited to Paris to collaborate directly with artisans on bespoke handbags—choosing leathers, hardware, and finishes for a piece crafted by a single artisan. The result: an emotional anchor to the Hermès legacy through personal expression.
Over the past year, Miu Miu has engaged with VICs in Asia through cultural events with celebrity ambassadors, appealing to younger clients seeking exclusivity and cultural currency. The brand hosted a glitzy event in Seoul to celebrate “Miu Balmoral,” a series of pop-ups inspired by British culture. Brand ambassador Minnie from the girl group i-dle and members of the boy band The Boyz were in attendance.
At CHANEL, a concierge program offers VICs invitations to couture shows, private dinners with creative directors, and travel itineraries designed around the luxury brand’s heritage. Each interaction is designed to feel like stepping into the rarefied universe of CHANEL.
The bottom line is, emotional resonance is good for business.
By integrating lifestyle, personalization, and status into the VIC culture, companies are future-proofing brand loyalty. Ultimately, VIC culture is about belonging. As maisons continue finding new ways to surprise and delight their top clients, they reinforce that the relationship between brand and buyer has evolved beyond the simple exchange of goods. In this new era of luxury, a brand’s role isn’t merely to sell a dress or a handbag—it’s to offer access to a rare, curated, and profoundly personal world.
