In today’s competitive market, real luxury brands need to find a way to connect with customers in more creative ways without loosing its cachet and mystique, but how can luxury brands distinguish themselves from mainstream brands and traditional luxury?
It is all about experiences, luxury brand are more than a logo, when consumers think or picture a true luxury brand they see visual icons, such as patterns, colors, concepts, and so on. In some cases, brands do not display visible logos or symbols but just the shapes or the pattern that is visible could easy speak from itself.
Luxury brands offer customization in order to offer uniqueness, long ago, luxury was hand-made by craftsmen, and it was so expensive and so unique that only super-wealthy were able to have access to it. Nowadays, few people have hand-made products, but some of the big names in the market can offer customization to bring that uniqueness into their offer.
Sensory branding has become huge in the luxury industry, as brands start to differentiate themselves and connect with customers on unimaginable levels. Some brands in the automobile industry impregnate their products with specific smells and even personalize the sound of a door closing in a very particular way. It is about bringing personality to every aspect of your product in a very distinguished way.
Pull customers into an exclusive circle, luxury brands sell the promise of belonging to an exclusive community where many customers want to access but only a selected few truly share the brand beliefs. For mass brands the roles are reversed, big companies define targets and who their customers are and constantly push products towards them.
But do not forget to make the store a “temple”, luxury brands have mastered this aspect, they really pay attention when it comes to attention to detail and they innovate at the point of purchase. Nowadays, luxury brands team-up with renowned architects to design the stores and offer a new level of shopping experience
