Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top 5 Luxury Key Opinion Leader” by Netbase Quid.
As in all recent trainings, I noticed how hard it was for the participants to unlearn established behaviors and, instead of “selling” in a more traditional way, connecting with clients on an emotional level. Finding the emotional connection is the key to unlocking the luxury edge for brands.
Selling luxury consistently and successfully is an arduous task, requiring a unique blend of deep insights and specialized skills. While every organization aspires to hire and retain exceptional talent, crafting an ecosystem that delivers an end-to-end luxury experience across all touchpoints demands strategy, systems, talent, situational awareness and executional excellence.
One fascinating observation from my recent training sessions, as mentioned above, is the challenge sales representatives face in asking the right questions to identify and categorize clients in real-world in-store situations. While theoretical discussions on evoking emotional responses are straightforward, actual execution is incredibly difficult, even for seasoned professionals.
This disconnect makes it challenging to understand clients’ daily life patterns, purchasing power and preferences. While aspirational luxury clients often seek brands that allow for visual identification, more established luxury clients prioritize aspects like time, community, inspiration and peace of mind.
Équité predicts that 50 percent of luxury brands will not survive the next decade, and for many, the warning signs are already evident.
Featured Industry Sectors Marketing Opinion Columns Daniel Langer Luxury Luxury Brand Luxury Daily Luxury Marketing Marketing
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