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.
This indicates that luxury clients are less forgiving. When they are inspired by brands, they buy and the brands grow disproportionately.The fight for loyalty in every moment
The fight for loyalty in luxury is not just an occasional necessity. Fundamentally, it is fought in every interaction, every single moment. This is the critical truth: luxury clients don’t just want to own exclusive products. Especially the ultra-wealthy can afford anything they want. In a recent study that I conducted with Adobe, we could show that less than two underwhelming experiences are enough to lead to a client breakup. In luxury, underwhelming means not delivering to the high expectations the clients have.
Brands that rely predominantly on history or craftsmanship to engage clients completely miss the point, as luxury clients expect more, especially Gen Zers. They want to feel that they are part of something meaningful and culturally relevant. Every product category is full of examples where luxury is present in ambition and price point only. Today’s luxury market is unforgiving to those who settle for mediocrity.
Instead, it becomes predictable, and in luxury, predictability is the enemy of desire. Clients want to be amazed, and they want to feel that their relationship with the brand is unique and special. Luxury brands that do not actively work to maintain their client relationships experience sharp declines in revenue and profitability, and they do it faster than ever before. This is because luxury clients are not loyal to products.
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