Luxury brands woo top customers with extravagant perks, shifting loyalty to experiences

Luxury brands are increasingly rewarding their most loyal buyers with experiential perks rather than traditional discounts, signaling a shift in how the ultra-high-end market is courted. Instead of points and price breaks, brands now offer curated experiences—private fashion shows, star-studded dinners, and bespoke trips—that deepen ties with a small, high-spending cohort capable of moving a brand’s revenue in a single season. The new playbook is less about rewards earned by consumption and more about access, recognition, and the social capital that comes with belonging to an exclusive circle.

Christos Garkinos, who runs Covet by Christos and curates live-streamed luxury fashion sales, describes a steady stream of invitations that flood in once a client becomes a top shopper. He says brands typically require annual spending of roughly $500,000 to more than $1 million with a single house, a threshold that can thrust a customer into a realm of “storytelling” events and experiential invitations. “One percent of luxury buyers account for as much as 40 percent of a brand’s business,” he says, noting that such buyers receive access to fashion shows, brand adventures, and experiences tied to the brand’s narrative. He recently organized a private VIP dinner at Kensington Palace for top shoppers, a signal of how far brands will go to cultivate relationships with their most valuable clients.

Amy Heart Green, a philanthropist who steers environmental and wildlife initiatives through her The Green Vision foundation and splits her time among New York, the Hamptons and Aspen, embodies the model. Green recalls a Chopard dinner for 65 guests at Casa Tua in Aspen, with jewelry on display and a paid-for dinner that stretched over the evening. She says the brand presented a pair of earrings to her and handed out crystal candles and gift packages to guests, describing the event as a meaningful way for luxury labels to honor donors and their networks. “I was getting an award for philanthropy work and Chopard threw a gorgeous dinner for me and 65 guests at Casa Tua here in Aspen,” Green said. “They had all their jewelry on display. They gave me this gorgeous pair of earrings. They paid for the entire dinner. And then they have these beautiful crystal candles and gift packages for all of the guests. It’s a wonderful way to take care of all my people that are so philanthropic and really great donors.” She adds that the brands are eager to be part of her circle, and she sometimes returns the favor by sending them high-profile clients. Green’s network is a magnet for luxury brands, including Max Mara and Tata Harper, and she notes that the relationships form a feedback loop where donors and brands cross-promote through events and introductions.

In the ultra-competitive luxury retail arms race, authentic branded experiences—whether fashion shows, exclusive dinners, or travel—are replacing the old loyalty ecosystems built on points, discounts and tiers. Retail expert Matt Shacter, VP of Marketing at Endear, which works with brands like Reformation, Glossier and Todd Snyder, says the approach has shifted toward the personal touch. “There are many experiences that relate to the story of the brand,” he explains, “and shoppers are looking for exclusivity. The ability to collect and analyze customer data helps brands tailor experiences that feel individualized.” Shacter adds that the move toward hyper-personalized experiences hinges on a deeper understanding of a client’s life: birthday, style, travel, and even social circles, with the goal of crafting moments that are meaningful, not merely luxurious.

To this end, brands are expanding beyond single-destination perks to broader, more intimate access. Garkinos notes that clients might walk shows from brands like Miu Miu or attend bespoke birthday or anniversary parties that align with the client’s life events. It’s a stark departure from the days when loyalty programs rewarded continued purchases with points that eventually led to a discount or a free item. “Today, what we are seeing brands move towards is the personal touch—and shoppers demand it,” he says. “The experience has to feel one-to-one, not transactional.” He emphasizes that the most successful programs emphasize community and shared storytelling, not a simple pay-to-play arrangement.

The strategy also hinges on storytelling and social leverage. For brands, hosting an event for a high-profile client can become a business development engine: a client’s presence at a dinner or show can cascade into introductions to friends, colleagues and partners who could become new customers. Garkinos points to large-scale experiences that go beyond a standard gala, noting that some top shoppers are invited to fashion shows alongside brands’ top executives, or even to exclusive pre-show dining experiences that tie into a brand’s narrative arc. It’s not just about the event itself; it’s about the network and the conversations that follow, which can ripple through the brand’s social ecosystem.

The shift toward experiential reward has not gone unnoticed by industry observers. Some warn that the most valuable outcomes come when the events feel authentic and not contrived or overtly transactional. A “pay-to-play” vibe can backfire if consumers perceive the perks as coercive or hollow. Still, proponents insist the model reflects a broader evolution in luxury marketing: a curated blend of access, status, and genuine personalization that is increasingly measurable and scalable through data. The days when loyalty was defined primarily by points and discounts are giving way to a more holistic, experience-driven approach that aims to turn customers into brand ambassadors and community builders rather than mere shoppers.

As brands continue to experiment with formats and destinations—from European fashion houses staging private dinners in historic venues to trips tied to a brand’s origin story—the central challenge remains: how to preserve the sense of exclusivity while expanding the reach of the experience. Garkinos cautions that even as perks become more ambitious, they must preserve the feeling that the recipient is part of a curated inner circle, not a visitor at a paid event. “It can’t be a pay-to-play proposition,” he says, underscoring the delicate balance brands must strike between generosity and exclusivity. The aim is to create moments that the most affluent shoppers can’t easily replicate for themselves, in places they want to be—destinations like Dubai, Paris, and London—while ensuring those moments translate into sustained, beneficial relationships for the brand.

Ultimately, the market consensus among retailers and analysts is that the “experience economy” is redefining loyalty in luxury. It centers on recognizing customers as individuals with distinct stories and social networks, then crafting moments that resonate within those narratives. If done well, the approach can yield not only repeat business but new opportunities through word-of-mouth, referrals, and a heightened sense of belonging to an exclusive club. If not, it risks appearing transactional or contrived in a space where discretion and authenticity are highly valued. For now, the dynamics of gift-giving and curated access continue to evolve as brands race to transform some of the wealthiest shoppers into long-term partners—and, in some cases, into ambassadors for the brand’s mythos.