I’m currently reading Excellence Wins: A No-Nonsense Guide to Becoming the Best in a World of Compromise by Horst Schulze (co-founder of The Ritz-Carlton Company). So many wonderful ideas and words of wisdom from someone who laid the foundation for service par excellence!
This quote from the book sums up my approach to luxury “Elegance without warmth is arrogance.” Luxury should never be snobby; it should always be inviting.
Below is a link to a previous post about a study that showed while a snobby approach to luxury selling might result in increased sales, the increase is temporary. Ultimately, customers reject this strategy and leave the brand.