At its core, those of us who design, develop, market and sell luxury are in the happiness business. People trade up to luxury not because of quality, value or enhanced features offered, but for the sheer, unadulterated pleasure and joy received in the anticipation of the purchase, the buying, and the using experience. And if we are really lucky, customers also get happiness in the memory of each of those.
People trade up to luxury for the sheer, unadulterated pleasure and joy received in the anticipation of the purchase, the buying, and the using experience.
Delivering happiness, joy and pleasure to the customer is what our business really is about. But too many of us obsess over the luxurious details of our brands, going deep into the product or service to make sure we get all the touchpoints right.
Yet we miss the bigger picture: How we have to transform the things we are selling into a joyous, pleasurable, happiness experience for the customer. We need to shift our focus from the thing we are selling to the experiences that thing will deliver to the customer.
This white paper explores how luxury brands can deliver greater happiness to the luxury consumer by understanding the customer and what makes them happy, how to tell new stories of luxury that connect with today’s luxury consumers and tomorrow’s young affluents, and the critical role of the personal touch in selling luxury.