As part of their Business Studies course, our Year 10 pupils recently visited the world-famous Knightsbridge to see firsthand how luxury businesses add value through quality, branding and how important the location of the business is to target their clientele.
The trip provided pupils with a unique opportunity to connect classroom learning with the real world by speaking directly with sales consultants from some of the world’s most prestigious luxury brands.
Our first stop was the iconic Harrods, where pupils immediately noticed the exceptional presentation and customer experience throughout the store. After a quick discussion about the importance of maintaining a luxury environment, the group visited Tom Ford.
The sales consultant welcomed the pupils and was happy to answer their questions. One pupil asked what made Tom Ford such a high-quality brand. The consultant explained that many of their products, including leather bags, are handcrafted using premium materials, and that every item undergoes a rigorous quality assurance process before reaching customers. This immediately reinforced one of the key Business Studies concepts pupils had been learning in class, how quality adds value.
Pupils were also keen to learn about Tom Ford’s target market. The consultant explained that the brand regularly serves high-profile clients, including footballer Virgil van Dijk, Arsenal striker Gabriel Jesus, and several internationally recognised film directors.
Perhaps the biggest surprise came when pupils discovered that a leather backpack cost £2,500, while the least expensive item in the boutique a pocket handkerchief was £179. The pupils were astonished and left with a much greater appreciation of how branding, craftsmanship and exclusivity influence pricing.
Our next visit was to the prestigious Swiss watchmaker Patek Philippe. The pupils immediately noticed that only one customer was permitted inside the boutique at any one time, reinforcing the exclusive nature of the brand.
A sales consultant kindly came outside to speak with the group after learning they were Business Studies students conducting market research.
When asked what made Patek Philippe watches so valuable, the consultant explained that every watch is handcrafted in Switzerland, with each individual component assembled by highly skilled specialists who complete between six and eight years of training before working on the watches. Pupils learnt that craftsmanship and expertise are central to the brand’s reputation.
The consultant also explained that Patek Philippe’s clientele includes internationally renowned individuals such as celebrity chef Gordon Ramsay.
When pupils asked why the boutique was located in Knightsbridge, the consultant explained that the area is synonymous with luxury, prestige and affluent customers. Their clients are typically high net worth individuals who appreciate the craftsmanship, heritage and exclusivity of the brand. Many watches are bespoke and individually designed to meet customers’ exact requirements.
Our final luxury retailer was Gucci, where another knowledgeable sales consultant spent considerable time explaining the history and craftsmanship behind the brand.
Pupils asked which celebrities had shopped there and were told that Sir Elton John is one of the boutique’s regular customers.
The discussion then turned to pricing and quality. The consultant explained that Gucci’s crocodile skin handbags retail from approximately £30,000. She described how the leather is carefully treated in Italy using specialist organic processes before undergoing extensive quality assurance checks. Each handbag is then handcrafted by a team of approximately twelve skilled artisans. While many bags require around a week to complete, some of the more exclusive crocodile skin pieces can take up to one month to produce by hand.
Pupils were fascinated to learn that some luxury handbags actually increase in value over time, with many customers viewing them as long term investments rather than simply fashion accessories.
Throughout the day, pupils demonstrated excellent curiosity, asking thoughtful questions about branding, pricing, quality assurance, customer profiles and business location. The experience allowed them to see how businesses use premium materials, exceptional craftsmanship and carefully selected locations to justify higher prices and target specific markets.
The trip concluded with a well-earned visit to one of the pupils’ favourite restaurants, McDonald’s. Providing an interesting contrast between luxury retailing and a global mass-market business.
Overall, the visit was an invaluable learning experience that brought Business Studies to life and enabled pupils to see key concepts being applied by some of the world’s most successful luxury brands.
One pupil said, ‘I now understand the importance of excellent customer service, quality sells but product knowledge is essential to enable the consultants to up sell.’