The Background

WHY LUXURY BRANDS NEED TO MAKE AN EMOTIONAL CONNECTION WITH CONSUMERS

As the luxury industry becomes increasingly complex, so too does the environment in which it communicates. The global marketplace is being transformed by artificial intelligence, the sharing economy, on-demand services, ubiquitous video content and universally accessible information. All of which necessitate a new approach to communicating with consumers, who in turn have transformed from silent buyers into active collaborators, influencers and ambassadors.

We’re witnessing an emotional revolution. In today’s world, brands need to connect on a deep, human level with consumers every single time they communicate with them. The luxury sector is no exception – in fact, it should be the driving force. By using AI-driven tech such as RealEyes, luxury advertisers can ensure they’re truly capturing hearts and minds, inspiring the strongest performing client relationships they’ve ever seen.

Milton Pedraza, CEO, Luxury Institute

But who are modern luxury consumers, anyway? Their portrait requires repainting too. While they were once viewed as a congruent group, with similar demographic characteristics, today no such assumptions are safe. This is the era of post-demographic consumption. Luxury consumers construct unique, individual lifestyles – making unique, individual choices – well outside conventional boxes.

With such variation in the lifestyles, spending power and personal values of luxury consumers, how exactly does a brand appeal to such a diverse group? What turns customers into enthusiastic brand aficionados? The answer lies in the power of universal human emotions. To resonate with a consumer, a brand needs to focus on true engagement and deep emotional connection. Most behavior is driven by the subconscious and through emotions, and this includes consumer behavior too.

Over the last few years, we have seen luxury brands forge deeper emotional connections with their audience by creating long-form videos (or brand films), making clever use of humor and relatable truths, casting celebrities in a more approachable light, and representing a broader spectrum of human experience. All of these represent a shift in the tonality of luxury communication.

Realeyes, an emotion measurement platform, measures human emotions in response to video content. The technology has been used to evaluate the perception of current luxury ads and identify key features of a successful luxury commercial.

The Luxury Study

24 LUXURY BRAND VIDEOS WATCHED BY HIGH-INCOME VIEWERS
WHY LUXURY BRANDS NEED TO MAKE AN EMOTIONAL CONNECTION WITH CONSUMERS
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