The rising value of Bitcoin has drawn the attention of high-end fashion brands and retailers, with many considering the adoption of cryptocurrency as a payment method to tap into new wealth and foster loyalty with crypto investors.
Previously, only a few luxury brands like LVMH, Hublot, Tag Heuer, and Kering-owned Gucci and Balenciaga dabbled with crypto payments. However, recent developments have sparked greater interest. French luxury department store Printemps has teamed up with Binance, the world’s largest cryptocurrency exchange, and French fintech company Lyzi to accept cryptocurrencies, including Bitcoin and Ethereum, in its French stores. This makes Printemps the first European department store to offer such a service. As Bitcoin’s value increases, other brands are now following suit.
S.T. Dupont, a luxury lighter and pen maker, has also announced plans to accept crypto payments in two Paris stores before the holidays. In the luxury experiences space, Virgin Voyages began offering its first product accepting Bitcoin this month – a $120,000 annual pass for up to a year of sailing on its cruise ships.
While regulators have long warned that cryptocurrencies like Bitcoin are high-risk assets, with limited real-world uses and high volatility, support from U.S. President-elect Donald Trump has fueled optimism. Analysts suggest that blockchain innovation in financial markets could increase the predictability for cryptocurrencies, enhancing their appeal.
Seeking Innovative Branding
Luxury brands have long sought to appeal to affluent shoppers from the tech industry, with stores in upscale Silicon Valley malls and products like the Hermes Apple Watch – combining the classic design of the French Birkin bag maker with Apple’s connected technology.
Now, the new wealth generated by Bitcoin’s surge – topping $107,000 on Monday – comes at a time when the luxury industry faces its biggest slump in years. Offering cryptocurrency payments is seen as a way to brand these companies as innovative rather than outdated, catering to a younger, tech-savvy audience.
However, for most retailers, the payment option remains largely symbolic. The funds are usually reconverted into euros or dollars to offset the risks of volatility. For many shoppers, platforms like PayPal or Venmo have already addressed payment solutions. Nevertheless, for Bitcoin investors, purchasing luxury goods, such as designer handbags or high-end watches, presents an attractive way to diversify their portfolios.
In a sign of increasing interest, Balenciaga recently issued a leather cardholder designed to hold “Stax” hardware from crypto wallet company Ledger.
Reaching Younger Clientele
Kering’s Gregory Boutte, chief client and digital officer, has highlighted the group’s strategy as “test and learn” rather than “wait and see,” emphasizing new technology’s importance in reaching younger and Asian clientele. Since 2022, Kering’s star label, Gucci, has accepted 10 different cryptocurrencies for most purchases in the United States.
Printemps is now planning to extend its crypto payments service to New York City, where it will open a multibrand retailer in the Wall Street district in March.
Bitcoin’s rise in 2021 sparked initial interest in cryptocurrency payments from luxury brands. Tag Heuer, headed by LVMH heir Frederic Arnault, and Gucci began accepting cryptocurrencies for some purchases in the U.S. in the following year.
