The most successful luxury brands got that way by strengthening relationships at every point of the buyer’s journey. Once they’ve captured the interest of the affluent consumer, their marketing strategies focus on building brand loyalty—and it’s easy to see why. Although affluent consumers make up only 20% of U.S. households, they account for 40% of all consumer spending.
Upscale shoppers are the lifeblood of luxury brands. Marketing to this demographic isn’t easy. The more figures there are in a price tag, the more difficult it may be to earn each sale. But when luxury brands earn the trust of affluent consumers, a lifetime of brand loyalty brings a steady stream of serious profits. Here are some of the specific, unique ways high-end brands have built a legacy through loyalty.