Branding for luxury goods – What works and what doesn’t


Aha! The glamorous world of luxury goods! From sleek sports cars to designer handbags that cost more than a small country’s GDP, the UAE knows a thing or two about indulging in the finer things in life. Branding for luxury commodities is a delicate affair and if done poorly is worth as much as a refrigerator in the arctic.

So, grab your diamond-studded pen and get ready to discover what works and what doesn’t in the realm of UAE luxury branding. As they say, “In Dubai, luxury is not a luxury; it’s a necessity.”

Don’t be a knock off
Authenticity, Darling. Work double hard on it as if your life depends on it. At least your job for sure may do. The UAE’s luxury consumers have a discerning eye and won’t settle for anything less than the real deal. Your brand needs to exude authenticity like a Hollywood diva walking the red carpet. From craftsmanship to packaging, let originality drip from every pore of your product.

Build a story
In the land of towering skyscrapers and opulent resorts, a good story can be worth its weight in gold. People don’t just want products in today’s jet age. They want an experience, a narrative that makes them feel connected to the brands they patronize. Weave a tale that transports them to a world of elegance and indulgence. Charm their socks (or fancy sandals) off with a narrative that sticks.

The Power of Exclusivity
When it comes to luxury goods, exclusivity is the secret sauce. Create an aura of exclusivity around your brand, like Willy Wonka’s golden ticket to a chocolate paradise. From limited edition releases to invitation-only events, make your customers feel like they’ve won the lottery by choosing your brand. As Gatsby famously proclaimed, “Can’t repeat the past? Why, of course, you can! Just make it exclusive!”

Hire that influencer!
Influencers are the royalty of social media, and in the UAE, where the sand meets style, they can hawk your wares to sold-out levels. Partnering with the right influencers can skyrocket your brand’s visibility and credibility. But beware the pitfalls of choosing influencers solely based on follower count. Find an influencer who resonates with your brand identity and let their image do the talking for you.

What Doesn’t Work in Luxury Branding
There are also a few things that luxury brands should avoid doing. These include:
Over-promising: You promise the Burj Khalifa, you better be ready to deliver. Funky Ads and promo campaigns with no meat underneath can quickly turn into a PR disaster.

Being too flashy: Go with all guns blazing but avoid doing this at cringe-worthy levels. Trying too hard is easy to see, even for people with no brand-sense. You don’t want your brand to appear like a neon-lit Vegas performer standing around in a kids playground.

Being too expensive: Luxury brands don’t need to be the most expensive on the market. In fact, sometimes being too expensive can actually backfire. People are more likely to be drawn to a luxury brand if they feel like they’re getting a good value for their money.

As Coco Chanel once sagely proclaimed, “Luxury must be comfortable, otherwise it is not luxury, but rather a nightmare in high heels.” When it comes to luxury branding, attention to detail is a commandment etched in gold. UAE consumers have a hawk-like eye for quality and craftsmanship. Leave no stitch unattended, no embellishment overlooked if you want your brand to make your competitors eat dust as you gallop your way into market supremacy.