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.
You were dreaming of this moment. But as you approach a gleaming display, the salesperson greets you with a rehearsed smile and launches into a robotic spiel about thread counts and limited editions.Unfortunately, this happens often. This scenario plays out countless times daily across luxury retail of all categories, and its costing brands millions in lost sales and loyalty.
I often say, no perceived story, no perceived value. The story is the lifeblood of luxury sales. A well-told brand story has the power to transform a simple purchase into an emotional investment, a mere product into a cherished artifact of personal identity. I have literally seen thousands of brand manuals that are not worth the paper they are written on. Nice pictures, words that sound fancy, but no substance.
This requires a deep understanding of both the brand’s essence and the client’s emotional state, something we train extensively in our masterclasses, because it is so critical for success.
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