The goal of these regular events is to encourage clients to come to the store and browse... the more time a client spends in the store and looks at products, the more likely they will make a purchase that day or return to make a purchase soon after. It's a great marketing tool! Clients feel special because they were invited to the event, and even if they don't make a purchase right away, it strengthens their relationship with the brand.
I got the invitation for next Sunday's party at Louis Vuitton Cannes. Since I live over 5000 miles away from my home store... I am sending my parents.
Hopefully, they'll pick me up a little Christmas gift!