A few years ago, you might have dropped an objectively "eye-watering" amount on a, say, a handbag because you saw it on the Olsens, got caught in the cross-hairs of a persuasive shopping assistant or hoped it would last a lifetime. Nowadays, however, customers are looking for something that you might expect to be listed on a dating profile: emotional connection.
The Business of Fashion's recent report, The State of Fashion: Face to Face With Luxury Clients, which was produced in collaboration with consultancy firm McKinsey & Company, found the following: "Emotional connection is the number one driver of luxury brand desirability in both the US and China — above craftsmanship, heritage and logo recognition." A customer still expects quality but wants more besides.
