How To Reach The Luxury Customer

Here's some of the trends articulated by members of The Luxury Marketing Council in recent explorations on the state of the changing luxury customer

Ostentation, long dead, is being replaced by the ability to tell a story (NOT 'bragging rights") about a great service, experiene or product.

EXPERIENCE of the brand and how the brand is sold, presented and marketed is more important than ever before.  HIGH TOUCH' rules! Knowing the bairthdays, anniversaries, hobbies, pets' names, philanthropic involvements, bonus cycles, history of purchase is the only way to win great share of wallet.

Bespoke, intimate, salon-like events which allow best customers to invite their friends and in a sophisticated way 'get smart' about why great things cost a lot and are worth it have proven highly effective.

Luxury no longer lives by BRAND alone. Heritage and awareness will get the best customer in the door. But service and intelligence of selling will keep them.  In these challenging times best customers need a "REASON TO SHOP".  Special, limited-time offers to inspire customers to shop products related to their history of purchase beat radical discounting every time.

AD DEAFNESS: The most sophisticated consumer is more cynical about 'corporate' advertising and 'PUSH TO INSPIRE DESIRE" strategies. They want to be heard; to have increasingly personal connections with brands they love. This means brands must LISTEN first, market/sell second.

VALUE and UNDERSTANDING THE PRICE/VALUE EQUATION is more critical than any time in the last two decades.  Thoughtful handwritten notes and personal gifting to 'surprise and delight' really work, especially these days.

Greg Furman

The Luxury Counsil