Opinion: Success lies in emotion, not just product

The luxury industry is undergoing a profound transformation. Once defined solely by craftsmanship, exclusivity, and heritage, today’s luxury landscape demands a dramatically deeper focus: creating emotional connections with clients. This is where many brands falter, ultimately losing both revenue and relevance. It’s no longer enough to craft exquisite products. To thrive, brands must inspire desire through exceptional experiences that resonate on an emotional level. This is the central theme of the first episode of my new podcast, The Future of Luxury with Dr. Daniel Langer, featuring Luc Rochereau, the General Director of Marco Valente High Jewelry and a seasoned expert with decades of experience in the luxury industry. Launching this podcast is the realization of a long-standing dream. As an advisor to some of the world’s most iconic luxury brands and the Executive Professor of Luxury Strategy at Pepperdine University’s Graziadio Business School in Malibu, I have a front-row seat to the rapid evolution of the industry’s challenges and opportunities. This platform allows me to take a deep dive into the critical shifts shaping luxury today with thought leaders like Luc, whose insights on emotional connections are vital for brands looking to stay ahead. Unlocking the emotional key During our conversation, Luc emphasizes a truth I’ve seen time and again in my work: the most successful luxury salespeople don’t just sell products — they inspire emotions. They understand that every luxury purchase, whether it’s a haute couture dress or a timepiece, is ultimately about how it makes the client feel. Does it affirm their identity? Fulfill a long-held aspiration? Create a sense of belonging?" Unlocking this emotional key requires profound empathy. Luxury professionals must listen beyond words to understand their clients’ spoken and unspoken needs and aspirations. They must read subtle cues, ask the right questions, and connect their brand story with the client’s personal story. Yet, in my luxury masterclasses, I often see even seasoned client-facing managers struggling to master these skills. Inspiring emotions is hard. The reason is simple: most traditional sales training focuses on product features, technical knowledge, and transactional tactics. Emotional intelligence, creativity, and empathy are rarely prioritized, even though these qualities are critical for building desire. Without them, sales teams may close deals, but they will struggle to create the lasting loyalty and advocacy that sustain luxury brands. Why empathy, creativity, and EQ matter Empathy is the foundation of client relationships. In luxury, every interaction must feel personal, unique, and thoughtful. Without empathy, interactions can become coldly transactional, eroding the brand’s perceived value. As Luc points out, every client deserves an exceptional experience, regardless of their purchase history or the size of their transaction. Treating a first-time buyer with the same care as a long-standing VIP not only makes the individual feel valued but also strengthens the brand’s equity. Creativity is equally crucial. Luxury professionals must go beyond the script to surprise and delight clients. For example, a salesperson might craft an experience around the story of a product’s creation, connecting it to the client’s personal interests or aspirations. This ability to tell a compelling, client-centric brand story is what elevates an interaction from ordinary to extraordinary. Yet, for many luxury brands today, this remains the exception rather than the norm. Emotional intelligence, or EQ, ties it all together. A luxury professional with high emotional intelligence can adapt their approach in real time — sensing when to push forward and when to hold back, understanding when a client needs reassurance and when they’re ready to take the leap. This adaptability is particularly critical when working with millennials and Gen Z, who have higher expectations for personalization and authenticity. Why many luxury brands fall short Despite their importance, these qualities are often lacking in the luxury sector. In our brand and experience audits, more than 90% of mystery shopping exercises produce underwhelming results, leading to client breakups. Many sales teams focus too much on tangible aspects like product specifications and details, neglecting the intangible emotional drivers that create lasting connections. In my masterclasses, I frequently encounter salespeople and managers who are experts in their products but struggle to engage clients emotionally. They might know how a watch movement works or the sourcing story of a leather bag but lack the ability to make these details resonate on a personal level with the client. This gap often stems from a lack of training. Emotional intelligence and creativity are not innate traits for everyone; they require preparation, awareness, practice, feedback, and reinforcement. Unfortunately, too few brands invest in this type of training, even for their most senior teams. As a result, even seasoned professionals may approach client interactions with a rigid, one-size-fits-all strategy rather than a tailored, empathetic approach. This is a critical mistake. In today’s crowded luxury market, where consumers are overwhelmed with choices, the brands that grow the fastest are those that consistently deliver exceptional, personalized experiences that build trust and loyalty. These experiences create desirability — the ultimate currency in luxury. The path forward Luc and I both agree that the future of luxury lies in creating extreme value. Every interaction, whether with a first-time client or a seasoned collector, must feel exceptional. This requires more than just high-quality products; it demands empathy, creativity, and emotional intelligence at every level of the organization. For brands, this means rethinking their approach to training. They must equip their teams with the tools and mindset to connect deeply with clients, not just sell to them. This investment will yield dividends in the form of stronger relationships, higher loyalty, and increased desirability. In our podcast, Luc also discusses the importance of storytelling in a crowded market. Luxury is driven by the brand story and the emotions it evokes. Brands that fail to communicate their authentic story risk becoming ordinary, while those that master storytelling can elevate their products into coveted objects of desire. As I embark on this podcast journey, my goal is to explore these themes and share insights that inspire the luxury industry to aim higher. Luc’s episode is a compelling start, offering practical lessons for anyone looking to thrive in luxury’s next chapter. In a world where luxury is increasingly defined by the intangible, the ability to connect emotionally with clients is no longer optional — it is the future of luxury. Are you ready? This is an opinion piece by Daniel Langer, CEO of Équité, recognized as one of the “Global Top Five Luxury Key Opinion Leaders,” and advisor to some of the most iconic luxury brands in the world. He serves as an executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at NYU, New York. Daniel has authored best-selling books on luxury management in English and Chinese, and is a respected global keynote speaker. Daniel conducts in-person masterclasses on various luxury topics across the world. As a luxury expert featured on Bloomberg TV, Forbes, The Economist, and others; Daniel holds an MBA and a Ph.D. in luxury management, and has received education from Harvard Business School. Sign up for his online luxury masterclasses at the Jing Academy. Follow him: LinkedIn and Instagram. Listen to his Future of Luxury podcast.

Opinion: Success lies in emotion, not just product

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Published November 25, 2024

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Opinion: Success lies in emotion, not just product