Nikki's Dubai Edit
How luxury brands are competing to retain elite sales associates
Published: 31 October 2026 · 10:17 GST
Luxury fashion and jewellery houses are sharpening their efforts to hold on to their best
luxury retail sales associates
, according to
The Business of Fashion
. The publication reported that elite associates can generate millions of dollars in sales and build their own client following, making them especially valuable to high-end brands.
BoF reported that stores are responding with more competitive pay packages. Alongside higher compensation, some employers are also offering greater freedom and resources, allowing star associates to run their client books with more independence than before.
The focus on retention reflects how central these workers have become to luxury retail performance. Rather than relying only on brand image or product rarity, retailers are investing in the people who convert loyal customers into repeat business.
According to BoF, the battle for these associates is particularly intense in luxury, where relationships matter as much as transactions. A strong salesperson may bring in repeat clients, manage high-value appointments and support sales across categories over time.
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