The Relationship Luxury Brands Have Forgotten

You were someone's first love.

‘Strategy’, ‘Value’, ‘Relationship’.

When reading articles related to luxury brands, these are words that often appear. While continuously reading market analyses based on the act of ‘consumption’ and survey results about luxury customer trends, I suddenly felt tired. A strange sense of detachment from these professional and seemingly smooth analyses and summaries.

Then, I recalled a meeting with long-time customers of a luxury fashion brand that I interviewed a few years ago. The conversations with these 9 young luxury customers, who expressed distinct emotions that were difficult to quantify with numerical data, allowed me to understand their perspective.

Is the feeling of longing for a ‘lost first love’ similar to this?

A luxury fashion brand that has been in Korea for 30 years captured the attention of these individuals when they were in their late teens and early twenties. They loved the brand that provided them with their first experience of ‘fashion’ as a facet of their lives. Among the stores they visited to buy ‘good’ clothes that they could wear for a long time after finishing their college entrance exams, the slightly different details, the sizes suitable for the Korean male physique, and the slightly higher price were perfect for their ‘first experience’.

The clothes from that era, which drew attention from those around them at family gatherings, college entrance ceremonies, and first job interviews, remained a part of their daily lives even after more than 10 years. The excited emotions they conveyed were expressed even more dramatically during the joint interview we proposed. Though meeting for the first time, they shared their experiences of purchasing clothes and the reactions of others, focusing on the brand as if pouring out their early 20s dating experiences.

They don't buy it anymore.

A few years ago, the brand announced its aggressive expansion into overseas markets. After choosing direct entry into department stores in major overseas cities instead of digital transformation, existing customers who had naturally become accustomed to online shopping began to feel confused. Inventory checks still required calling or visiting the store in person. With global brands becoming easily accessible through online shopping (with delivery within 1-3 days after ordering), their attention gradually shifted elsewhere.

However, more than anything, they cited a ‘sense of disappointment with the brand’ as the common reason for stopping their purchases. The shift to sizes that fit foreign body types after its overseas expansion conveyed a feeling that the brand no longer considered them. The details became diverse, and the styles became more elaborate, but Korean customers felt the brand's shift in focus through their clothing experience.

Neither fulfilled nor forgotten.

As I watched the news articles about the brand's fashion shows overseas, I saw ‘tenderness’ and ‘equanimity’ in the expressions of those who had expressed pride. I remembered imagining what it would be like to see the face of someone who had received news about a past love that had embarked on a challenging journey to a foreign land for a bigger dream. Their expressions, adorned in clothes filled with memories and affection, displayed both purity and a sense of loss throughout the conversation.

Interestingly, over 80% of the interviewees were working in the luxury or fashion business industry in various countries such as Korea, the US, and France. Their current positions demonstrated that their experience with the brand had undoubtedly influenced their career choices.

The brand's concerns and future, they know it exactly.

If you are someone who is concerned about the present and future of a luxury brand, I would recommend that you consider reaching out to your long-lost customers through this article.

A. They know your brand well.

It goes without saying that the relationship and lifestyle they built with the luxury brand in the past still remain. They also possess the experience and information to clearly understand and explain your brand's past and present.

• They were aware of the correlation between the changes in the store's location within the department store over the years and its sales.
• They understand the brand's current status in each region and country through their relationships with online fashion communities and others.
• They can understand and explain the differences in their shopping experiences with the global brands they currently buy.

B. They offer unbiased industry insights.

Of course, your brand will have its own experts. However, any organization's internal staff is bound to have a brand-centric perspective. Based on past relationships and emotions, and with a desire for the brand's future success, these long-time customers can provide professional opinions.

• Event planning from a customer's perspective
• Suggestions on the essence of digital communication
• Identifying touchpoints in customer management

Gaining information about someone comes at a price: ‘interest’. And external interest is very expensive. If your brand is faltering due to the changing market landscape and competitors, I hope you'll consider this. The presence of your long-time customers who remember their first love, who are interested in and fond of the brand.

While you may not expect the same relationship as before, they will at least come running and readily offer their sincere advice. Because memories take on a new meaning when shared together.