Can luxury brands do that?
LUXURY INSIGHTS | March 2, 2025
Timeless insights for luxury brands.
At least once a week a client, a prospective client, or a member of the Luxury Insider Community asks me whether it’s okay for their luxury brand to do x, y, or z.
The ask typically centers around a particular style of workmanship, or craftsmanship.
Sometimes the question pertains to repositioning an offer based on a change to the business owner’s personal needs, other times it’s regarding a change to the way something is made, performed, or presented.
Example One: I'd like to close my boutique on weekends, can luxury brands do that?
Example Two: I'd like to move my production to X country, but this would increase production time by Y days, can luxury brands do that?
Example Three: I'd like to introduce a more accessible product line, can luxury brands do that?
My answer? Almost always a resounding yes…with one tiny caveat: as long as you set clear expectations.
01. INSIGHT
The Five W’s is a helpful framework to use for setting clear expectations, planning marketing campaigns, and ensuring anything your business offers is well-defined and understood by both your team, and your clientele.
The Five W's:
WHY
Why are you setting out to achieve x, y, z?
WHAT
What exactly needs to be done?
WHO
Who will make it happen (your team) and for whom are you making it happen (your ideal clientele)?
WHEN
When will it be done?
WHERE
Where will each step take place (online and offline)?
By documenting each “W” you clarify each step, which makes setting clear expectations that much easier.
02. INSPIRATION
“An unarticulated expectation is a disappointment guaranteed.”
— Rachel Pacheco
03. INTENTION
Have you been pondering a change to your offers, your business hours, your branding, your marketing strategy, your approach to craftsmanship, or anything else that may need to be clearly explained (both internally and externally)?
Start with the Five W’s, get clear on each, and then communicate openly.
When your team and your clientele understand why something is done the way it is done, what exactly will be done, who will do it, by when, and where it will take place, your luxury brand can push the boundaries without much push back.
Have a fabulous week ahead,
Creator of Luxury Insights
Founder of The Luxury Copywriting Company
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