I’m feeling in need of being cosseted on this snowy, damp Monday morning.

Often when I get in such a mood, my mind turns to life’s luxuries that would leave me feeling a little more fulfilled. Perhaps even more motivated. It might be the same for you?

And so this morning, my attention has turned to the marketing of luxury goods, not least the brand owner’s dilemma in an economic downturn.

In overturning the conundrum of a customer unwilling to part with hard earned cash in a  recession to satisfy what some might call a ‘whim’, my aim is always to adopt a more robust positioning for the brand, so that any purchase is deemed to be ‘considered’.

So I often turn to poet John Keats when faced with achieving greater clarity for a luxury brand and positioning it appropriately. Specifically, one of his quotes that has remained in my consciousness for quite some years…

‘O for a life of sensations rather than thoughts.’

My rationale for having this in mind to better define, develop and deliver a luxury brand’s marketable facets is this…thoughts are tentative, but sensations prompt actions which are definite and tangible. And so it will be a sensation or a desire to experience a sensation that will in my experience lead to action, particularly in this sector.

The action we require is unquestionably a purchase, followed by brand loyalty. But we can only follow that path if the brand’s essence is an intrinsic  part of some pretty engaging communications, underpinned by values that if sufficiently aspirational, yet attainable by our target audience, will engender an inner pride, often peer approval and even  ’recruitment’ of brand champions.

Yet, anecdotal evidence would have you believe there would be a substantial shrinkage of the luxury goods market in uncertain times. For higher capital cost items this may well be so.

In actuality, certain segments hold their ground, if not grow their market share amongst specific target groups, often defying the times we live in. The luxury leather goods segment is undoubtedly one sector that remains buoyant.

For those who like to engender a feel good factor and to have nice things around them, luxury leather goods are a great antidote to depressing financial times. 

Their feel, their touch, their smell, their relatively low capital outlay relative to the kudos they bring, enable luxury leather goods brands to ride the tide of  a recession and have been seen to come out the other side a stronger brand.

Equally, in such financial climates and in particular the luxury goods sector, giving the consumer implicit permission to purchase is often the key to securing their custom, way beyond their need to buy a gift. They may rationalise the purchase along the following lines, with words that spookily all being with the same three letters as ‘sensations’…

Sense:                        common sense; you get what you pay for

Sensible :                   functional –  durable/ long lasting

Sensual:                     touch; feel; smell

Sentimental:            to give is to gain; reciprocity

Sensational:              undeniable quality

So, striking a credible, believable balance between communicating appealing positives of product form, as well as function, will provide more good reason for the consumer to purchase and thereafter, if need be, to rationalise his or her purchase without too much angst. And you, as a brand owner, will have captured hearts and minds and I venture to say that these will remain the difference between your brand and another, long after this snow and the recession has passed.