Inside the secret world of ultra luxury VIPs

Last year, Chanel announced it would be opening private boutiques just for its most valuable clients. Set to open in parts of Asia this year, the idea is to provide VIPs with the one thing they want most: access. In a world where you can buy anything, what’s most important is that it’s actually available to you.

It’s nothing new in the world of high-end shopping. But now that the world has reopened, with queues of shoppers after the latest Gucci bag or Prada skirt snaking around city blocks and a burgeoning market of Gen Z shoppers ready to splash their cash, traditional VIPs – usually defined as customers who spend at least $US10,000 with a brand in a calendar year – are being targeted by companies differently.