Luxury Storytelling

Kenyatte NelsonP&G Communications

Luxury is Different…- Artisan vs. Advertiser- Language vs. Communication- Dreams vs. Insights/Needs- Emotional vs. Rational- Value vs. Price- The Few vs. The Many

10 Observations on how Luxury Brands Tell Stories

It’s Not You….It’s Me

Luxury story telling is less about specific consumer insights and more about the basic psychology that builds desire

It is less about sales and more about seduction

The consumer doesn’t tell me what to design…I tell the consumer what to wear

This is just a shoe….

Until I show & tell you the story….

Desirable vs. Attainable

Luxury story telling lives in the emotional…not the functional.

The primary aim is to seduce, entice and drive desire beyond reason…

HermesSound of Silver

Live in the Dream

Luxury story telling understands that dreams are…• Beautiful• Aspirational• Relevant

Emotional Benefit

Fundamental Truth/Need

Functional Benefit

Product

Environment/Context

Insight

Anticipation

D L I UB

Luxury story telling introduces itself and then walks away…leaving you wanting more

Trailers are used to drive interest, leading to the reveal

Coco MademoiselleA Man’s World

Think Big…Not Mass

Luxury story telling is designed to be seen and admired but not necessarily relevant to all

Use 985146297

…(Archetypes)

Luxury story telling uses tools that drive familiarity. (The Hero, The Damsel, The Journey, The Great Love…)

Familiarity builds comfort and intimacy.

Comfort and Intimacy build trust

Gucci Bamboo Confidential

Be Relevant…But Be Timeless

First

Luxury story telling is generally not concerned with cultural relevance.

The brands value classicism and timelessness

DiorDior J’Adore

EntertainmentSupersedes Education

Luxury story telling seeks to use entertainment to drive engagement…and spares no expense doing so

ChanelNowness

Celebrate(History, Heritage, Values, Product)

“…The more provincial an idea the more universal it may become…”

Luxury story telling often celebrates the things that define the brand/house. Even prioritizing them of the product message.

Dolce & GabbanaVelvet Collection

Don’t Tell Stories…Build Legend

Luxury story telling ALWAYS pays homage to the house.

EVERY story is designed to expand the legend of the house.

Chanel For the First Time