Luxury Fusion
It is not new, but it has become dominant. That is, products, services, and business approaches packaged as luxury, which are far from it. Often what’s labeled as luxury is more accurately spotlighting an appealing personality, a particular lifestyle choice, an approach aided by technology intended to go upscale and attract well-heeled clients using this basket of attractors. Alas, unlike real luxury there is nothing distinctive, rare, or of exceptional value.
An example: Not long ago I was invited to preview a new “luxury” magazine. As I electronically thumbed through the pages, I was at a loss to see what about it was luxury. There were interesting stories about artists and events. The photographs and content were stylish. But nothing about it seemed at a level I would call uncommon or unreachable by most. It lacked the basic requirement of luxury in my book; an elevated sense of fantasy, personified by those with evidence of being on top of the world or aspiring to get there.
When observing what’s promoted as luxury, ask yourself: Am I just seeing star power where a notable celebrity is showcased, and the related glamour is meant to rub off? Is it a genre-driven expedition, meant to convey a sense of cool such as the way hip-hop is so often interwoven with luxury today? Hip-hop artists are routinely showcased, whether in streetwear, (a growing luxury category) or connected to legacy luxury brand items, with little clarity about what this person has to do with luxury. These stories could just as easily be printed in a general interest magazine supplement of a local newspaper.
The practice of luxury fusion, combining interesting lifestyle content and high-end products and packaging it as luxury has many folks confused. Certainly, luxury must be more than sporting a logo item. There is the issue of authenticity. Are we looking at or reading about a person who has acquired a sense of taste we can admire and learn from? Are we gazing into a world of upscale living that common folk could only dream of? Or are we the target of branding shortcuts, expected to take the bait, and buy the message or product because the word luxury and a prominent personal brand has been added?
An example of the importance of understanding the luxury in the core offering can be understood when seeking it out locally. You can visit any neighborhood across the country and find businesses using the word luxury. Hair salons, boutiques, restaurants, hotels, and the like. But something tells us, we’d better investigate, and not assume it is the luxury we imagine. Anyone can use the word luxury but there is more to it than that.
I’m seeing this fusion accelerating now with A.I. No doubt A.I. is an incredibly interesting technology. But if you’re in luxury, I say be careful relying on anything called, “artificial.” Particularly when considering what faces the client. No, I will not be using A.I. to create copy for my brand, or any of my clients. The point of copy is to author unique verses that stir emotions – not to summon a recitation of descriptions, facts, and figures from deep within a database. When reading or listening to A.I. produced copy, those sensitive to such things (like me) can immediately feel something is not right. It is apparent the content is not coming from an imaginative, creative human, but is a mashup of predictable descriptions and phrases. The content could even be incorrect.
This period reminds me of the early days of the Internet. I had a centrally located computer in my home with a big monitor. My kids were under ten, and online chat was new. My son was on the computer chatting away with his friend when he got up and went to the bathroom. I thought it would be clever (and sneaky) to continue his online conversation with his friend. I’d see what they were talking about. I sat in his seat and typed a response to the unsuspecting youngster. But instead of continuing the conversation, she shot back the greeting, “Hello, Mr. Taylor!” I started laughing and wondered what gave me away. Well for starters, my message was in full sentences and had punctuation. I didn’t write like a kid.
Remember the basics of aligning with luxury and affluent audiences. On what level is your writing? Does it feel like a peer having conversation? Robots may soon write like the best copywriters in the world, but not yet. If you’re running a small luxury brand, keep in mind, the same person that might automate their business operation, will be unenthusiastic getting automated content from you. They want to know a human is on the other side. The right human. They may want to speak with someone who will understand their needs. Automated online responses, text messages, and emails, do not replace the nuance of human interaction. I wince when I see messages such as: “Do not respond to this message. This inbox is not manned by a human.”
Before you begin fusing product, services, genres, technology, and automation, nail down the unmistakable luxury in your offering. Decide what should be automated and what should not. Be careful not to undermine your core business proposition whether it is bespoke, or an ultra-luxury product offering. Your luxury brand marketing and operational decisions should be in sync. I promise you, despite attempts to be clever, poor choices in luxury fusion will lead to confusion – and it won’t be inside the minds of your clients. It will be inside of you.
Want to learn more about keeping your luxury brand in balance? Write me: info@andretaylor.com .
At Taylor Insight we help luxury and premier businesses excel and grow by attracting, retaining, and growing with affluent clients. We provide exceptional strategic, marketing, sales, and service guidance, and a portfolio of high-impact learning programs.
