Future of Luxury – Trends to Follows

Future of Luxury – Trends to Follows

Recently, I was approached by Brady Dale, contributor at Fortune Magazine, for my opinion on the future of luxury. Although Dale presented my opinion in a very smart way (thank you Dale!), I wanted to take a little more time to put together additional thoughts on the future of luxury in 2015 to share with those who might need a few extra tips. So here you go, a few tips from someone who has held many luxury hats. Here are a few trends to follow if you want to keep up with the future of luxury.

The Shift From “Me” to “We”

In this new digital era, it’s no secret that luxury brands must embrace their community if they want to stand a chance against the test of time. New luxury consumers, especially Millenniums, need a little more interaction than a great advertising campaign plastered in print magazines and on TV. They want luxury brands to engage them through social media on a regular basis, not just by pushing products and branded facts, but by being real. To achieve this, brands must educate and entertain with interesting content and offer customer service through social media instead of setting up an offshore call center with no real value.

I recently spent a week analyzing the social media channels of dozens of luxury brands as part of a study for a patron and noticed that most are still stuck in the “Me” era. Most talk about them, themselves and …  once again themselves. They rarely acknowledge the fans they are speaking to, and they barely interact with influencers or other industry leaders unless it is for self-promotion. Although some luxury brand managers might think they have embraced the community, I suggest they take time to educate themselves on what it means to have a community mindset in 2015.
These “stuck-in-another-era” luxury brands will need to adapt quickly to the new realities of the “we” environment if they want to stay in the game. Select luxury brands are already paving the way and establishing a new luxury brand/fan relationship standard. A brand can still be exclusive and luxurious while being a member of the community; they simply need to be real.

The Rise of the Luxury Curator

We all know “Time is of the essence” but when it comes to the affluent audience, “Time is the ultimate luxury”. When I worked as a personal assistant for a High Net Worth Individual, roaming the world, planning luxury experiences or buying luxury goods, I was told “unless the cost is more than $10,000, please don’t come to me for an opinion. Just make the purchase yourself according to my taste and needs.” Obviously, when you start out as a personal assistant, that statement is a little scary, but with time, you realize that for HNWI, their time is more precious than their money. They have plenty of money, but little time to enjoy it. Once I gained the full trust of my employer, that $10,000 price point was gradually raised to $50,000.

Therefore, expert curators are luxury influencers, whether they are luxury bloggers, personal assistant, personal shoppers, art curators, and luxury travel agents. They will become even more precious to those who hold the real cash in upcoming years.

For luxury brands, this means that they will need to cater to these influencers and treat them with the same respect as HNWI since they often hold keys to the wallet. I will always remember the day when I entered a car dealership in Montreal and bought two new SUVS in 30 minutes. I didn’t want to drive them; I just needed a charcoal and black one that would be comfortable enough for a Golden Retriever. Now that is purchasing power in the luxury industry.

Luxury Experience Trumps Luxury Good

All good luxury marketing expert understands that in this highly competitive industry, it’s rarely about selling the characteristics of the product, but about promoting the brand experience surrounding the goods. This is why luxury brands spend large sums of money to bring forth their brand story through all available marketing channels.

Once again, it’s no longer enough to tell the story; luxury brands must allow their patrons to “live” this story through exclusive events, private shopping experiences, one-on-one interactions and more. For example, Shawn Boyer, head designer and co-founder of Anatomie, a luxury travel fashion brand, will often fly out to meet his patrons in their private homes to crank up their personal style. He will obviously coordinate Anatomie outfits, but also assist these influential women with heaps of fashion advice. His patrons have become his friends, and you can be sure that these ladies give him a lot back in return for his time and generosity. Shawn makes luxury human once more. He reminds me of Coco Chanel and other great luxury designers when they all started their career. You have to admit that it is a shame that you no longer get the same level of service with luxury brands such as Louis Vuitton and Yves Saint-Laurent.

Although, we have seen many trends in the last year to convince us that the future of luxury is changing, I feel that these are the most important and often the most disregarded by luxury brands. What do you think? Find me on social media, and share your opinion.

Roxanne Genier

Roxanne is the Co-Founder of LuxeInACity and AgenceLuxury. An Avid sailor and traveler she stumbled into luxury in 2005 while working aboard superyachts. Since then she has been a private concierge for UHNWI and has helped several luxury brands with their digital needs.

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Luxury Brand Call Centers – Disappointing Experience

Luxury Brand Call Centers – Disappointing Experience

Let’s face it – our time is precious. Spending 15 minutes waiting to talk to a brand rep is simply no longer acceptable. Neither is getting an half-ass answer from an inexperienced customer service rep who has clearly never used the product. Expectations have changed and we now want to be able to send out a tweet and get a reply from a luxury brand within the hour.

As part of an extensive luxury research conducted for one of our clients, we undertook the task of evaluating the customer service of 30 luxury brands in the same industry. For the sake of our client, we must keep this industry a secret since they will soon launch their product line. We spent a week contacting these luxury brands through all available channels – call center, online chat, email and social media. This is what we found.

The majority of the luxury call centers we contacted offered sub-level customer service. For luxury brands that promises a luxury shopping experience to their patrons, this is simply unacceptable. When you are willing to spend $500 for a product branded as luxury instead of $10 on a non-branded product, you should get the customer service of a lifetime. Unfortunately, waiting times were long, answers vague and when we were promised a call back, the call often never came. We were left hanging with no solution to our product.

When we sent out emails, the outcome was similar – the average response time was about a week (when we did get a reply), and once again, the answers were disappointing. So we tried sending out tweets from a fake user account hoping to get something back, and again, not much success.

If you don’t have the resources to provide a great call center experience, email support, online chat and social media care, don’t promise it to your fans. Instead, pick  2-3 social media channels and make sure to be available to answer all queries in a timely matter. Publish your opening hours and expected waiting time so that your fans know exactly what to expect. Even if you don’t reply to my question  in the first few hours, at least I don’t have to  waste my time waiting in line.

Luxury is more than a promise therefore luxury should deliver a customer service experience to remember.

Roxanne Genier

Roxanne is the Co-Founder of LuxeInACity and AgenceLuxury. An Avid sailor and traveler she stumbled into luxury in 2005 while working aboard superyachts. Since then she has been a private concierge for UHNWI and has helped several luxury brands with their digital needs.

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Intriguing Facts about 7 of the Top Billionaire Cities

luxury / Services / 0 Comment / November 17, 2014

This year’s Wealth-X and UBS Billionaire Census provides an interesting overview and analysis of the world’s billionaire population. This is a selection of some of those facts pertaining to 7 of the top billionaire cities, with a focus on factors that are pertinent to marketing in the luxury market.

1. Dubai
The vast majority of the billionaires in Dubai (91%) have made all, or most, of their wealth. 68% are philanthropists. Interestingly, approximately 1 in 5 billionaires here have a specific interest in private jets.

2. Riyadh
10% of the billionaires in Riyadh are female. 95% of all billionaires here are active philanthropists, with interests primarily in education and humanitarian causes. 70% are interested in sport, especially soccer.

3. São Paulo
It is worth noting that 25% of the billionaires in São Paulo are female. Whilst 89% of the billionaires in this city are philanthropists, 19% are interested in art.

4. Mexico City
This city accounts for more than 75% of Mexico’s billionaire population. Two thirds of the billionaires here have donated to the country’s social causes. An interesting statistic is the fact that 43% of the billionaires here are interested in art.

5. Cairo
Every billionaire in Egypt is based in Cairo. All of them were born in Egypt and all of them are married. Most are philanthropists, preferring to be active through private foundations. 38% of Cairo’s billionaires are interested in soccer.

6. Lagos
The billionaires in Lagos are all Nigerian-born and, together, represent 25% of Africa’s billionaires. All of their primary businesses are privately owned, the top industry being oil, gas and consumable fuels. More than 60% of the billionaires are philanthropists, contributing to education, health and social issues in Nigeria. Half of the billionaires in Lagos are interested in private aviation.

7. Sydney
Only one of the billionaires in Sydney has fully inherited his wealth. All of the billionaires here are male. Most of the billionaires in Sydney are philanthropists, with a particular focus on health-related causes. 36% of all Sydney-based billionaires are interested in boating.

Roxanne Genier

Roxanne is the Co-Founder of LuxeInACity and AgenceLuxury. An Avid sailor and traveler she stumbled into luxury in 2005 while working aboard superyachts. Since then she has been a private concierge for UHNWI and has helped several luxury brands with their digital needs.

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