5 Tips On How to Attract Customers in the Luxury Market

My name is Justyna Kedra and I am the Founder of WERULE. the luxury market is something I am fascinated by and I’d love to share some advice on how to appeal to this customer.

Customers in the luxury market expect a level of quality and service that is exponentially superior to other markets making this a very competitive space. To get the attention and loyalty of the luxury shopper you have to go above and beyond their expectations. The exciting thing is that this space is not often about innovation, but about storytelling, craft as well as delighting the customer in a way they haven’t experienced before. Whether it is the perfect pair of shoes, a luxury event organizing service or something in between, one thing is for sure.

The luxury market and the luxury customer is not for the faint of heart. Ready?

1. You Must Bring A Unique Experience

Have something unique that has never been experienced before? Something the customer cannot get anywhere else? You might be onto something. You should Struve to bring a unique experience that is one of the kind as well as one that elevates their interaction with your brand. The whole idea of the luxury product is that it is scarce, and no one else can get their hands on it.

If you provide the highest quality service that will be one of a kind and will go above and beyond for the customer, you might be on the right track.

2. You Have To Offer High-quality Products

There is a reason companies like Zara and HM don’t have a luxury line as they are all about the mass market. The luxury customer is looking for a top—notch product, something that has been made by artisans and something that will tell them an inspiring story. The scarcity element and the level of production have to be unmatched.

Note: What a lot of companies seem to get wrong is that they try to launch a product that costs a lot, but doesn’t have the quality and scarcity the luxury customers work for. This is not a sustainable way to build a luxury brand. You will get one time customers that will see right through your product or service.

3. Design And Taste Is Everything

Don’t even try to launch a luxury brand if you don’t have someone on your team or if you’re not an amazing designer with next level taste. There is so much noise on the market, so understanding the kind of design that appeals to the luxury customer is very important.

There are brands for “new money“, which are usually brighter and more loud. Then, there are brands for “old money“, which are understated and often craft, quality and the brand story matters more than a unique design. Research your customer and pick a lane. There are not many brands out there who successful cater to both of these segments.

4. Study This Space Obsessively

There are many legacy brands that are household names for the luxury customer. Even if they are not your competitors, it is important to study them. Do you know about Baccarat, Lalique, Loro Piana etc? There is a reason why exotic car brands do not have advertisements. You will have to familiarize yourself with what other brands this customer loves, so you can find the right product market fit.

5. Focus On The Customer Service

Not ready to have that special touch customer service that is on par with what the luxury customer expects? Well, think twice. This customer expects you to respond to all emails, deliver things personally, add a handwritten note and make the whole experience smooth. You will need to sketch out every touch point of where the customer interacts with your brand and make sure it is very close to perfection.

There is a great book called The Gold Standard by Collin Cowie I loved reading, check it out!

5. Go The Extra Mile

Whether it is via email, social media or SMS you have to research the way the customers wants to be spoken to. It’s never about going viral or simply launching something loud and obnoxious. Think about thoughtful messaging, 1:1 checkins with the customer and really learn about what they expect from you.

My Final Thoughts

The luxury space is hard, but it is not impossible. Good thing about launching a luxury brand is that you clearly know what the formula is. You are not competing in the mass market and you don’t have to launch silly social media activations. Building relationships with a few luxury space connoisseurs will give you an edge and an introduction to this space. Do your research and you never know… you might be launching the next Audemars Piguet.

Good luck!

Have any questions? Feel free to email me: justyna@we-rule.com