Embracing the VIC: The Evolution of Luxury in 2025

The Rise of the VIC

As aspirational customers evaporated by the millions, 2025 emerged as the pivotal year for the VIC—an acronym for “Very Important Customer.” This cohort remained seemingly impervious to economic malaise, shining through the gloom as evidenced by the extravagant $50 million wedding of Amazon founder Jeff Bezos and Lauren Sánchez in Venice.

Shifting Focus in the Luxury Sector

Amid the luxury sector’s first downturn in 15 years—excluding the disruptions of the pandemic—brands pivoted to cater to their most affluent clientele. High-end retailers rolled out the red carpet for VICs, orchestrating opulent dining experiences, cultural excursions, and unforgettable adventures designed to win their loyalty.

“Now the focus is really towards acquiring VICs and driving that relationship,” shared Robert Burke, principal at Robert Burke Associates. The understanding that attracting a handful of VICs could significantly elevate a brand’s bottom line elevated these customers to a new level of importance.

Bespoke Experiences Tailored for the Wealthy

Luxury brands are increasingly collaborating with specialized agencies like 1889 in Paris. These agencies curate custom events for high-net-worth individuals, creating everything from private dinners in art collectors’ homes to helicopter trips to historical castles.

For top-tier clients, luxury retailers are offering all-expenses-paid trips to Paris during major fashion events, complete with five-star accommodations and unique experiences. “A VIC should never have to take out their credit card,” remarked Aurélie de Royer, cofounder of the agency.

Mytheresa’s Exclusive Engagements

Mytheresa, an online luxury retailer, has long been cultivating relationships with VICs, organizing around 50 highly curated events each year. These events range from intimate tea gatherings with designer Guillaume Henry to whirlwind experiences in Italy with Zegna.

Imagine a tour through Turin in vintage Fiat 500s followed by a private dinner at the Teatro Regio, capped with live performances of classic operas. These are not mere shopping events but immersive experiences designed to deepen the brand’s connection with its elite clients.

The Luxury of Time

Michael Kliger, CEO of Mytheresa, emphasized the importance of creating “money-can’t-buy experiences.” Over the past year, they’ve diversified their offerings significantly, aligning with the rising expectations of wealthy customers.

The luxury e-tailer has recently opened a private club in Saint Moritz. This exclusive venue promises a whirlwind of curated cultural moments, trunk shows, and personalized styling appointments, providing affluent clients with not just shopping opportunities but a space for connection and engagement.

“Convincing a client to spend one day with you is even more challenging than selling a $10,000 coat,” Kliger observed, highlighting that time itself has become a scarce commodity for high-net-worth individuals.

The Financial Landscape of Luxury Retail

According to Kliger, a mere 3.8 percent of Mytheresa’s customers accounted for an astounding 42.6 percent of its revenue in the fiscal year ending June 30. This statistic illustrates the growing significance of a small circle of VICs in driving sales, with their average spending increasing year-on-year in double digits.

In stark contrast, the luxury market has seen a drop in around 50 million aspirational consumers as resistance to price hikes grows, according to a Bain-Altagamma study. This changing landscape has compelled brands to strategically shift their focus, particularly towards the U.S., which boasts the highest number of billionaires globally.

A New Era in Fashion Shows

Luxury brands are adapting to these market dynamics by hosting significant events in the U.S. Louis Vuitton and Gucci are scheduled to debut their cruise 2027 collections in New York City, while Dior has chosen a similarly high-profile event in Los Angeles. Meanwhile, Chanel’s recent Métiers d’Art show, despite some logistical challenges, continues to emphasize VIP treatment for a select group of affluent attendees.

Untapped Opportunities for Brands

Burke pointed out that there remains a wealth of untapped business potential in underserved areas of the country, such as the Southern states. Brands like Moda Operandi have recognized this, launching curated experiences in locations like Palm Beach, which featured designer events and shopping parties designed to engage VICs who may not typically attend high-profile events.

Personalization Over Grandeur

In the competitive luxury market, creating personalized and intimate experiences is becoming increasingly vital. Rather than competing on size, brands are emphasizing emotional connections, fostering community among VICs. Kliger elaborated on how fostering interactions among clients enhances the overall experience.

The Transition of Fashion Coverage

This heightened focus on VICs directly impacts how fashion media is evolving. As brands streamline budgets and embrace exclusivity, the traditional roles of editors and influencers are increasingly sidelined, allowing elite clientele to take center stage.

With the increasing prominence of VICs, luxury brands are entering a new race—one defined by connections, exclusive experiences, and a relentless pursuit of customer engagement. As industry leaders like Bezos further solidify their influence, anticipation builds for what the continuing evolution of this landscape will yield in 2026 and beyond.