There is no one definition of luxury but most luxury brands have their own idea of what it means to them and their customers. How do luxury brands describe themselves? But when it comes to describing products online, one has to rely heavily on words, and crafting these messages to appeal to customers takes skill and ingenuity. Luxury brands are adept at utilizing non-verbal cues to portray the glitz and glamour associated with their products by communicating through imagery and subtle social signaling, rather than rational argument and rhetoric. Luxury has become more than just an assurance of quality or something that is an indulgence rather than a necessity – it is about selling the dream and everything that goes with it, creating an emotional response and fostering brand loyalty. Quilted toilet tissue might not seem particularly extravagant in the developed world but it is indeed a luxury in countries where most people lack access to basic sanitation. The term “luxury” can be associated with almost everything from fashion, jewelry, cosmetics, cars, travel, restaurants, and art to toilet paper.Ĭopywriting for luxury brands is a huge challenge not least because the concept of luxury is ambiguous.
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