Making every cruise better
The growth of sustainable luxury in cruise retail
In this exclusive column, Harding+ delves into eco-friendly retail therapy within the cruise industry – an area where conscientious choices are reshaping the passenger experience. The retailer talks about carbon footprint reduction and its pre-loved luxury concept ‘Reloved’, which resonates with travellers seeking meaningful purchases.
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Improving all aspects of sustainability is, not surprisingly, front and centre on the priority and action lists for the cruise industry. From the retail side of the coin this fundamentally aligns with issues of packaging, logistics and carbon footprint across landside estates, as well as supply chain asks, reviews and principles.
But of course, behind-the-scenes actions need to be matched with shipboard guest agendas, wants, needs and expectations in sustainability – from helping them make better choices every day with what we stock, to showcasing smarter and eco-friendly ways to do things in retail that inspire and excite.
For every shift we make at Harding+ in reducing, recycling and repackaging with smarter materials, there is a more visible range of reef friendly suncare, bamboo toothbrushes, circular economy bracelets, recycled flip flops and recycled water bottles on shelf.
And for every large-scale initiative such as our comprehensive carbon reduction plan, working alongside net zero specialists Enistic, there is a commitment to changing the perspective on how things are done sustainably in key categories across on board retail.
A relaxation space within the ‘Reloved’ zone ensures travellers can take their time to explore vintage accessories
Pre-loved growth curve
At Harding+, a lead focus is on championing ‘pre-loved’ for the luxury sector. In a span of one year since introducing the concept, we now have a pre-loved accessories offer on board 32 ships across five cruise lines.
It’s a fast-growing global category and the Harding+ approach covers handbags, small leather goods, scarves and belts from top brands including Gucci, Louis Vuitton, Chanel and Hermès. With pre-loved prices ranging from £250 to £6,000 (US$314 to US$7,533) it is still luxury but in a more sustainable form, priced 30-70% lower than the original.
The category growth has developed at such pace that 2024 will see at least eight ships welcome the concept, with the 40+ fleet operating pre-loved under the ‘Reloved’ banner name to bring clear on board focus for guests.
“The pre-loved category fits perfectly with the distinctive dwell time offered by cruise retail environments”
Cultural reality
As is critical for any shipboard retail offer, passenger and global demographic data will help shape the curation of each assortment individually, ship to ship. The opportunity for brands and retailers is in recognising pre-loved’s appeal to broad generational cross sections – from long term aspiration to own a particular brand, to the straightforward desire of younger audiences to ‘afford’ high-end options.
Quality over quantity is a highly relevant reality in tough economic times, which in the premium space often lives though more strategic investment purchases. Pre-loved handbags are certainly seen as an investment piece, holding value better than a Rolls Royce, which means more and more consumers are investing in this sector. Watches have long been a collectable item, but in general prominent brands and products you can’t buy just anywhere have an in built, almost priceless, attraction. And there is nothing more exclusive than a vintage, often one off or limited edition, that has been fully authenticated by a team of experts.
If we add in the ‘more for less’ win for the cruise guest, high demand levels become increasingly obvious. Most luxury brands require a relationship with a sales associate for a purchase; brands such as Hermès and Chanel have long waiting lists and it’s about who you know that allows you to secure a purchase. With pre-loved that barrier has broken down slightly with dream purchases becoming a reality for more consumers, while maintaining the image of exclusivity.
The promenade-style shopping space invites visitors to examine products displayed on well-lit shelves and podiums
The ‘trust’ challenge
The unique nature of pre-loved premium brands means effort needs to go into not just finding them but authenticating them too. Harding+ sources and collaborates globally, with accredited authenticator partners using patented artificial intelligence technology that evaluates images against millions of database records.
With watches for example – and items dating from early 1990s up to the present day – checking serial numbers, components, submission to expert watchmaker disassembly, servicing and evaluation over a two-week testing period means thoroughness is both the challenge and the end benefit.
All items come with an independent authenticator certificate. In addition, the in-house team will evaluate the item to ensure all components are present including heat stamps, stitching and serial stickers among others. With the counterfeit luxury goods market growing rapidly, authentication is paramount in how pre-loved on board is managed to ensure customers can trust they are buying the real deal.
Harding+ follows a meticulous authentication process to build customer trust in its pre-loved premium offerings
The dwell time fit
The pre-loved category fits perfectly with the distinctive dwell time offered by cruise retail environments. Investment in high-end personal items requires time and effort, and of course the benefit of association of a great purchase with travel memories adds to the overall purchase experience. Cruise retail and the brands within it can generate significant buzz, as you can share stories about the ‘what, where and when’ of purchased items.
The luxury accessories resale level is expanding at thrice the pace of the global luxury ‘new’ goods sector. Sustainability goals, ethical consumption drivers, the quest for individuality in finding and buying style items, and the ongoing spectre of global inflation all play a part in the growth curve.
If you match that growth opportunity with the captive and discerning dwell time audience, cruise retail is not a support channel but as sophisticated and highly targeted a model as anywhere in the mix for purchases bought with thought, intention and purpose.
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The Moodie Davitt eZine
Issue 330 | 22 December 2023
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com