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.
I have the pleasure and privilege to travel all over the world and support boards, leadership teams and sales teams of luxury brands on creating desirability for their brands.
Ultra-luxury clients are individuals who, by all measures, exist at the pinnacle of wealth and influence, where exclusivity, highest level of service and status are paramount. However, they also often face significant challenges, from managing a complex portfolio of assets to understanding who their friends are really, and balancing privacy with public visibility.
At a level where people can buy anything, brands must cultivate an intimate, tailored relationship with their clients. This means knowing them intimately, beyond their preferences. This includes their aspirations, values and desires. Brands must become curators of bespoke experiences that are meaningful and deeply personal.
As I have often said, emotion is luxury’s most powerful currency. Experiences that evoke positive emotions become memories and memories build loyalty. Today’s ultra-luxury clients are looking for transformative experiences that speak to their passions, whether it’s art, philanthropy or extreme sports. These experiences achieve two things: they build an emotional connection and enhance the perceived value of the brand.Ultra-luxury clients are increasingly seeking a sense of community and belonging. But when they do, they seek it in in a highly curated way.
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