❏ Calibrated marketing promotes an air of prestige and personalized connection that exists between a luxury consumer and a luxury brand, and also the appreciation of customized products that typically fuels product loyalty and honest customer feedback.
❏ Personalized post-sale care for select customers creates an aura of high-caliber customer appreciation, which is paramount for a luxury consumer who spends top dollars on luxury products. Brands who pamper their customers and treats them as friends and family often end up attracting most dedication and loyalty. Even if the customer does not always use the service, the psychology of knowing that it is available at any moment can make a distinctive difference in brand loyalty. If you sell luxury products, be prepared to back them up with top customer care.
In conclusion, it must be noted that luxury brand management is primarily focused on the brand itself rather than the consumer's needs. It is not about creating a “community,” but rather a lifestyle that is centered around the charismatic legitimacy of its creative leader, the brand’s ideology and aura, and the “magic” it creates by cultivating its heritage and legacy.
The successful brand management principles target the development of aspirations to elite status and assert the symbolic dominance over others by analyzing how luxury products are materialized and expressed in particular cultural contexts.
Yuliya Suleymanova is a brand strategist and founder of Suléy Group. Victoria Stowe, an expert in the history of luxury brands, is the founder of The Victoria Stowe Collection, author of “Exotic Skin Handbags: Alligator & Crocodile” (Schiffer Publishing, 2010), and owner and manager of Instyle Classics Luxury Boutique.