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.
Coming back from a series of luxury masterclasses, I can confirm that one of the most fascinating questions is the “why” behind luxury purchases.
There is also an implicit judgment when we attribute status as the main driver of luxury purchases. Hence, relying on status to explain luxury purchases is often misleading. Luxury brands make us feel more attractive, both to ourselves and others. This includes the physical appearance. Perhaps most intriguingly, luxury can create a sense of protection and empowerment. Luxury brands make people feel more secure and capable, inspiring them to take on new challenges and push boundaries. This psychological armor can be a powerful motivator, driving personal and professional growth.
So, in its essence, it’s about us, and when brands don’t understand that and fail to inspire and create an emotional connection, they will fail in the marketplace. The implications of this research extend beyond marketing. Product development, client experience, social media messaging, sales ceremonies and even corporate social responsibility initiatives can all be enhanced by a deeper understanding of luxury's psychological implications.
Featured Industry Sectors Marketing Opinion Columns Daniel Langer Luxury Luxury Daily Luxury Marketing Luxury News Luxury Unfiltered Marketing
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Luxury Unfiltered: A new playbook for luxury brands navigating challenging timesLuxury 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.
Read more »
Luxury Unfiltered: The real reason luxury brands failLuxury 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.
Read more »
Luxury Unfiltered: The true cost of cutting luxury pricesLuxury 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.
Read more »
Luxury Unfiltered: Why training is the key to client-centric successLuxury 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.
Read more »
Luxury Unfiltered: Connecting with ultraluxury clientsLuxury 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.
Read more »
EM District Crowned Best Luxury Shopping Mall in Bangkok by Prestigious Luxury Lifestyle AwardsThis award recognises EM District's exceptional curation of luxury brands, innovative experiences, and commitment to unparalleled customer service.
Read more »