Part 2. Marketing made simple: The luxury playbook

Alright, here’s a tricky one: the luxury pillar. Some brands like to think they fit here, but let’s be real: not everything expensive is luxury. So, what makes a brand truly luxurious, rather than just premium?

Luxury is the ultimate level, the best of the best, la crème de la crème. It’s niche, exclusive, and absolutely not available for everyone. Think about it, luxury isn’t just about price; it’s about impeccable quality, a flawless brand story, and an experience that makes people feel special.

Now, let’s break it down like we did before. Here’s what matters when you want your brand to play in the luxury league:

1. Price & Discounts

Remember: Luxury doesn’t go on sale. Period.

Price is a statement in luxury branding. It’s not about affordability; it’s about perceived value. Luxury brands don’t do discounts, Black Friday sales, or "buy one, get one free." Ever.

Instead, they create exclusivity through:

- Limited editions

- Private client perks (but not discounts)

- Invitation-only experiences

If your brand regularly cuts prices, you’re signaling that the product isn’t as exclusive as it claims to be. Luxury buyers want something rare, not something on clearance.

2. Packaging 

The unboxing experience? It has to be a moment.

Luxury brands invest in:

- High-quality materials (no flimsy packaging, no plastic mess)

- Custom design: the packaging should feel as valuable as the product

- Personal touches: handwritten notes, wax seals, silk ribbons, you name it

No one buying a luxury product wants to feel like they just got something off Amazon.

3. Messaging 

Where less is more. Luxury brands don’t scream for attention. They don’t chase customers; they make customers want to be a part of their world.

Messaging should be:

- Story-driven: what’s the heritage, craftsmanship and legacy?

- Subtle, yet powerful: fewer words, bigger impact

- Focused on lifestyle: how does owning this product change you/your lifestyle? Example? Instead of saying: "Our handbags are made of premium leather," luxury brands say: "Each piece is handcrafted by artisans in Italy, using time-honored techniques passed down for generations." See the difference? :)

• Be careful with ChatGPT/AI-texts! If you pay attention, you can easily spot ChatGPT-generated copy. Here are my personal tips: if you notice long dashes (– instead of -) in a sentence, capital letters for every word in titles like “Our Handbags Are Premium” instead of “Our handbags are premium,” or an overuse of icons, it’s likely AI-generated text. I might be wrong, but this is the AI pattern so far. You can still use AI, but train it well enough so people will not notice easily. 😉

4. Social media tips & tricks

Curate, don’t spam. Luxury brands don’t post just to post. Everything is curated to reflect prestige and exclusivity.

- High-end visuals only; no stock photos, no low-quality images

- Strategic collaborations; work ONLY with influencers who match your brand’s audience

- Private, VIP content; think exclusive behind-the-scenes moments

If your content strategy looks like a regular e-commerce page, it’s time to rethink.

5. The Big NOs 

-I hope this one is obvious, but let me put emphasise in this: No Canva logos, no CapCut edits, no “made with free trial” watermarks. Pay for the subscription, otherwise it looks cheap. This one is non-negotiable.

-Sloppy communication; If you can’t have flawless messaging, have nothing. No rushed captions, no spelling mistakes, no inconsistency.

-Contests & giveaways; People don’t want a luxury product for free. They want to feel like they earned the right to own it.

6. Customer Support

Use the mantra: Never good enough. Luxury buyers expect perfection in service. You don’t need to cater to everyone, but when you do engage, it must be flawless.

• Online: Personalized responses, no copy-paste messages, and absolutely no grammar mistakes from your team. Fast, but thoughtful replies.

• Offline: VIP treatment for your ideal audience is a must. However, always maintain polite and respectful interactions with everyone, no arrogance, regardless of whether they fit your target demographic. Above all, elegance is a skill that every luxury brand should master, in communication, service, and experience.

  
  

7. Shipping

The experience doesn’t end at checkout. Luxury doesn’t stop at the sale, it extends all the way to delivery.

-If it’s not tailored specifically for the client, the package should arrive as quickly as possible (preferably yesterday!).

-White-glove delivery services.

-Elegant, well-protected packaging. An unboxing experience that feels like a gift, not just a transaction.

You want customers to remember the experience of receiving your product, not just the product itself.

Final thoughts

Luxury is more than just a price tag. It’s about exclusivity, storytelling, and making customers feel something special. If your brand truly wants to fit into this category, everything -from price to packaging to social media- needs to align with that vision.

So, are you truly luxury or just premium? Be honest. If you can’t maintain top-tier consistency, you might be playing in the wrong league. And that’s okay, maybe premium makes more sense. It’s still in the top-quality category.

Next up in the series: How to make your brand FEEL premium, even if it’s not luxury. Stay tuned!

See you soon,

Ioana