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For VICs or "Very Important Customers," the normal dressing room at designer boutiques is just not good enough. The Wall Street Journal peers into the world of ultra-wealthy shoppers, where an afternoon at Burberry's VIC salon includes access to a kitchen for catering, a private bathroom, a special room for tailoring, and a wrap-around terrace with stunning views. In order to better serve top customers, brands are adding VIC suites to their stores in Vegas, London, and across the globe. But the race for the best dressing room is most competitive in Los Angeles.
For example, Gucci just renovated their boutique last year, but it's already planning a refresh to better reflect new designer Alessandro Michele. "How does ours compare?" Burberry's CEO Christopher Bailey asked WSJ writer Christina Binkley. A Christian Dior employee sighed over the lack of an outdoor terrace at Dior's Rodeo Drive private salon.
Who gets to hang out and shop at these luxury suites? Binkley suggests that you generally have to have an invite from the brand, but brave first-time clients who ask could possibly score entry into the world's most exclusive dressing rooms.