As a high-end clothing retailer, Steven Dann has a philosophy of attainable luxury, seeking to strike a balance between accessibility and exclusivity. While that might sound like a paradox, it all comes down to options. And for shoppers seeking a truly exclusive, personalized, and luxurious experience, there’s now another option — Steven Dann’s one-of-a-kind, members-only shopping experience.
The experience — set to launch in fall 2024 — combines high fashion with the ambiance of an elite social club. There’s an enticing element of secrecy, too. The unique experience will be held on the top floor of a Fifth Avenue building in New York City, but the address will only be revealed to members.
This showroom-style experience is meant to be different from stepping into a traditional retail store — even a high-end one. Instead of setting business hours, clients schedule appointments. The idea is to provide clients with tailored one-on-one service.
You May Also Like
For instance, if a member has a major event coming up and has no idea what to wear, they can book an appointment. Once a Steven Dann consultant gets an idea of the member’s personal style and the nature of the upcoming event, they can then help the member gather and try on options. There’s no need to rush and no need to wait for fitting rooms — everything is meant to maximize the customer experience.
Along the way, members will have a chance to benefit from honest feedback. “That trust is really there with customers,” said Dann.“We’re with customers all the time and we’ll sometimes tell them to take something off even though they love it. We’re very blunt, very honest. That’s what creates those really special relationships.”
The new, members-only shopping experience will give clients the ultimate “Steven Dann experience.” When asked to sum up what that means, Steven shares a memorable story of how he personally worked with one client to transform her entire look.
“She was a beautiful woman but never came from the life of high-end fashion. She’d never dressed the part,” he said. “She was always going to events with her super-successful husband. She came to me for some styling advice and what we could do to help her style. And we put together a program for her of what we would do with her wardrobe, hair, makeup…the whole thing. And it was like a Pretty Woman moment.”
Members who come to the exclusive New York City venue for an appointment may not always work with Steven himself. However, every single staff member who participates in this innovative membership has been selected for their keen eye for detail, extensive knowledge of the fashion world, and the ability to help customers choose the right pieces for their look.
Although this exclusive, members-only shopping experience won’t be opening up for its first appointments until fall 2024, the calendar for the service is already booked up — however, interested fashion enthusiasts can still get on the waitlist.
Fortunately, those who are waiting for access can still browse the items in the collections offered on the Steven Dann website. For a little more guidance and individualized attention, those looking for a little more can stop by a retail location while they wait.
Interested customers might wonder what style they can expect to see in this unique retail club in New York City. That’s one of the benefits of shopping with a multi-brand retailer: Steven Dann offers a curated collection of pieces from major luxury retailers and smaller boutique brands alike. This provides an incredible selection of handpicked clothing and accessories all in one place.
The goal is for any client to experience the Fifth Avenue showroom, aka the Steven Dann Privée, and come home with a piece of clothing that captures the essence of who they are—whether that piece of clothing is ultra-trendy, undeniably classic, or anything in between.
When asked about the kinds of pieces he’s drawn to, Steven said of his curation style: “I really like longevity. I’m a believer in classics. I love to pull stuff out of a closet from 10 years ago. After all, trends come and go. And certain trends don’t always look good on everyone. It’s really about what’s best for yourself and how you feel in it.”
Dedicated to timeless fashion, Steven handpicks each piece in the collection himself. With this gallery-style approach, there’s something for customers looking for almost any style, ensuring every single client can find something they love.