You were someone's first love.

'Strategy', 'Value', 'Relationship'.

These are words that often appear when reading articles related to luxury brands. I suddenly felt tired while reading a series of market analyses and surveys on luxury customer trends, both of which presuppose 'consumption'. The professional and polished analysis and organization felt strangely out of touch.

Then I thought back to a meeting I had with long-time customers of a luxury fashion brand I interviewed a few years ago. A conversation with nine young luxury customers who expressed clear emotions that were difficult to represent with quantitative data. I could understand their position.

Is this how you feel when you miss a 'first love' who is gone?

One luxury fashion brand that has been in Korea for 30 years has captured the attention of teenagers and young adults in their late teens and early twenties. They loved the brand that gave them their first experience with 'fashion' as an aspect of life. They went to stores to buy 'good' clothes they could wear for a long time after finishing their college entrance exams. Among these stores, the brand's unique details, sizes that fit Korean men, and slightly higher prices were perfect for their 'first experience'.

Those clothes that drew attention from those around them at family gatherings, college entrance ceremonies, and first job interviews are still part of their lives, even though more than 10 years have passed. The excitement in their voices was expressed even more dramatically during the group interview we proposed. Even though they didn't know each other, they brought out their clothes and talked about their experiences buying them and the reactions of those around them. It was as if they were pouring out their early 20s dating experiences. They focused on the story of the brand.

They don't buy it now.

A few years ago, the brand announced its aggressive expansion overseas. Instead of digital transformation, they chose to directly enter department stores in major cities around the world. Since then, existing customers who have become accustomed to online shopping have begun to feel confused. Checking inventory is still only possible by calling the store or visiting in person. Global brands are now easily accessible online (with delivery times of 1-3 days after ordering), and their attention has begun to shift elsewhere.

However, more than anything else, they cited 'disappointment with the brand' as a common reason why they stopped buying. The change in size to fit foreign body types after overseas expansion gave them the feeling that the brand no longer cared about them. The details became more diverse, the style more flamboyant, but Korean customers felt the brand's shift in focus when they tried on the clothes.

Neither realized nor forgotten.

I saw 'longing' and 'leisure' in the expressions of those who said they felt proud when they saw news articles about the brand's fashion shows overseas. I remember imagining that this is what a person's face would look like if they received news about a past love who had gone on to pursue a bigger dream in a strange place. Their expressions, wearing clothes imbued with memories and affection, showed both innocence and loss throughout the conversation.

Interestingly, over 80% of the interviewees work in the luxury or fashion business industries in various countries, including Korea, the United States, and France. Their current appearances suggest that their experiences with this brand had an influence on their career choices.

The brand's worries and future, they know exactly.

If you are in the position of worrying about the present and future of your luxury brand, I would recommend that you reach out to your old customers, who may have already left but are still around.

A. They know your brand well.

It goes without saying, but their relationship with the luxury brand they established in the past, as well as their lifestyle, still remains. They also have the experience and information to clearly understand and explain the past and present of your brand.

• They knew the relationship between the location changes of the store in the department store over the years and sales.
• They understand the brand's present in different regions and countries through their relationships with online fashion communities and acquaintances.
• They can understand and explain the differences in shopping experiences with the global brands they currently buy.

B. They offer unbiased advice from their industry experience.

Of course, there will be professionals working for your brand. However, within any organization, internal staff will inevitably have a brand-centric perspective. These long-time customers can play the role of giving professional opinions, based on their past relationships and feelings, with the hope that the brand will do better in the future.

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

Acquiring information about someone comes with a price called 'interest'. And outside interest is very expensive. If your brand is wavering because of the changing market situation and competitors, I encourage you to think about it. The existence of old customers who care about and love the brand, who remember their first love.

You can't expect the same relationship as before, but at least they'll come running and not hesitate to give their honest advice. Memories also take on a different meaning when they are shared together.