Ep 16. Exclusivity vs. Exclusion: Brand Narcissism

The Luxury Mind

This week, Helen and Paul dive into the fascinating concept of brand narcissism and how it can negatively impact luxury brands. They chat about how some brands seem to get caught up in their own image and status, almost like they're gazing at themselves in a mirror all day. This obsession often comes with a worrying lack of empathy towards their customers.

They can't ignore the growing importance of inclusivity and how the expectations of luxury consumers are evolving. People want to feel valued and appreciated when they indulge in luxury, not superior or excluded. A luxury experience should be about making customers feel wanted and cherished.

Helen and Paul also explore the vital role of sales associates in crafting these luxury experiences. It's all about creating moments that resonate with customers, and the fallout when brands fail to do so can be significant.

Their discussion moves on to how some brands prioritise exclusivity and elitism, which can lead to a negative experience for customers. But it's not all doom and gloom. They share some personal stories and examples of brands that have struck the right balance between maintaining a healthy sense of self and being inclusive.

They touch on the difference between heritage brands and luxury brands, underscoring how crucial it is to offer a memorable and inclusive experience for everyone. So, join them as they unravel the layers of brand narcissism and discover what truly makes a luxury brand shine.