Article

Economy presents a new reality for luxury brands

The downturn has forced a paradigm shift on luxury brand marketers, who are for the first time being forced to re-think their traditional approach.

July 1, 2009

The global economic downturn has forced a paradigm shift on luxury brand marketers, who are for the first time being forced to re-think their traditional approach and are exploring tactics more akin to packaged goods marketing.

The definition of luxury is radically changing. Words telegraphing this shift include: EXPERIENCE, VALUE, BESPOKE, HERITAGE, STORY, DISCRETE, BUZZ-GENERATING, DISCOVERY, ADVENTURE, SOCIALLY-CONSCIOUS, POLITICALLY RESPONSIBLE, SELF-ENRICHING, CONNECTING, FAMILY-ORIENTED, INNER- DIRECTED, SIMPLICITY, THE LITTLE THINGS. CUSTOMER IN CHARGE.

True luxury will continue to be distinguished by its inherent value, or by what Stanley Marcus called, "the impact of the hand" (the best the mind of man can imagine and the hand of man create).

More than ever great experiences rate high on the value scale: rare experiences, sensually orchestrated, producing memories so precious they are actually luxury products. These include "time out" vacations, exotic travel, sensual comforts, etc.

Educated consumers will even put a premium on things or experiences that cost little or nothing but provide immense satisfaction: good water, knowing how to tie a bow tie, dry firewood, a hot bath, first-press olive oil, fresh caught fish, a smile, beautiful wrapping paper, elegant packaging, staying in shape, afternoon tea, museum visits, time alone or with family and friends. Did I say, time, the ultimate luxury, alongside health.

Focus on the best customer

Every smart luxury brand is obsessed with their best customers and is focusing marketing efforts on "surprising and delighting" them. The "best customer" spends more, is more loyal, refers more if asked and rewarded, is willing to partner, wants favored brands to succeed, forgives more readily if mistakes are corrected, offers stronger word of mouth, is not PRICE but VALUE sensitive, is more economical to keep than to find and becomes more profitable over time.

These best customers are now more curious about the best of the best and want brands to articulate why their products and services are worth the price, while demanding high-touch, sophistication, intimacy, and intelligent "courting."

More demanding than ever, they view wealth as something to be enjoyed rather than displayed; are highly cynical about advertising and demand a personalized approach; desire connoisseurship while searching for the unique and memorable; want to tell the story of a great experience; and rely on friends' recommendations, social networks and buzz instead of traditional advertising.

What smart luxury brands do

Marketing is increasingly seen as the president's job, not just the marketing department's. Luxury marketing, once seen as great product, great location and major investment in advertising, is increasingly following a packaged goods model. Advertising spends are being cut and the investment targeted to niche publications: Departures, Elite Traveler, The Robb Report, Modern Luxury.

Marketing is considered an investment by the smartest brands. Those that continue to spend enjoy a significant competitive advantage. Luxury Marketing Council research shows that those that do invest are putting their marketing dollars toward improving customer service, heightening the quality of interaction with best customers, investing in third-party testimonial-generating public relations, engaging people/employees/sales folks "on the line," making direct customer contact as strategic partners, genuinely soliciting their insights from the customer and marketplace and sharing insights with people/employees/sales associates in ways once deemed for top management only.

While challenges remain, the prospect of a bright new world of luxury brand success is peeking through the clouds.

Greg Furman is founder and chairman of the Luxury Marketing Council.