I’ve heard it said that women fall in love with their ears and men with their eyes. I’m a woman who studied music and has an ear for languages. Perhaps this is why I’m particularly attuned to the words I hear, especially when those words are delivered as part of a luxury customer experience.
A complete luxury aesthetic creates an environment of beauty, sophistication and elegance. Everything about the experience—colors, aromas, sounds, and language—must work together to enhance the luxury brand narrative. If any element does not align, the message becomes muddled. Though luxury brands will spend large sums to ensure that the boutique lighting is just right, the appointments are lavish, and the marketing images tell the brand story; they sometimes fail to make sure their sales associates’ language consistently conveys the tone of the brand.
To understand the powerful relationship between vocabulary and brand, I perused several well-known luxury websites and selected some choice words. Read through the following lists and listen to how each word resonates with the brand message:
CHANEL: couturier, glorifies, exhilarating, precious, extravagant, richness, exalts, accentuates, mysterious, magical, eternal. spell, elegance, trumps, illuminates, decoration, classic, elegance, shines, triumphs, signature, surprising, unexpected, fresh, impeccable, flawless, conjures, whimsical, fearless, sexy and timeless
PATEK PHILLIPE: unfaltering, rare, expertise, elegant, savoir faire, rich, timeless, stylish, pride, enduring, unparalleled, prestige, connoisseurs, perfection, undisputed supremacy, excellence, trustworthiness, ingenuity, passion, noble, pioneering, finest, investment, reputation, sentimental, treasured, discretion, aristocratic, tradition
ROLLS-ROYCE: best in the world, illustrious, powerful, pedigreed, commanding, unforgettable, authority, striking, unrivalled, supple, graceful, ultimate, palatial, exquisite, bespoke, precise, refinement, embrace, sleek, grand, sublime
Language can be evocative and seductive. The perfect word can conjure an image, arouse an emotion or spark a memory. By taking the time to polish and refine your luxury vocabulary, you can complete the luxury brand experience for your customer. Click on the Luxury Lexicon link here or on the menu above to access a list of words to get you started. Be sure to read your brand’s marketing materials, advertisements, and social media posts. Capture those words you feel exemplify your brand and incorporate them into your customer dialogues. Open your ears to the words you, yourself, hear as a customer and adopt those that please you. I invite you to share your own favorite luxury words in the Comments section below. Selected entries will be added to the Luxury Lexicon.