{"id":83771,"date":"2026-07-07T08:28:42","date_gmt":"2026-07-07T07:28:42","guid":{"rendered":"https:\/\/veroniquejacquart.com\/beyond-the-products-you-create-what-makes-the-relationship-with-your-brand-truly-irreplaceable\/"},"modified":"2026-11-03T21:03:20","modified_gmt":"2026-11-03T20:03:20","slug":"relationship-with-your-brand","status":"publish","type":"post","link":"https:\/\/veroniquejacquart.com\/en\/relationship-with-your-brand\/","title":{"rendered":"Beyond the products you create, what makes the relationship with your brand truly irreplaceable?"},"content":{"rendered":"\n

Beyond the products you create, what makes the relationship with your brand truly irreplaceable?<\/h1>\n
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After several years of slowdown, the luxury market finally seems to be returning to growth. This recovery will be driven primarily by the world\u2019s two most powerful markets: the United States, the world\u2019s largest luxury market with nearly $130 billion, and China. <\/p>\n\n

But this growth will not be like the growth we experienced before the pandemic.<\/p>\n\n

Luxury customers have changed. They buy less impulsively, compare options more, and expect much more than just a beautiful product. Experiences now take precedence over possessions: traveling, enjoying a special moment, and feeling an emotion have become more important than acquiring a new item. The sharp price increases of recent years have also created a certain distance between brands and a segment of their customer base. <\/p>\n\n

To maintain their revenue, many fashion houses have naturally focused on their Very Important Clients (VICs). Private salons, ultra-exclusive experiences, and bespoke services\u2014as well as in-store events, such as live portrait drawing\u2014have become key tools for building loyalty among this clientele. <\/p>\n\n

However, by focusing almost exclusively on their best customers, many have overlooked a crucial segment: aspiring customers\u2014those who are just discovering the brand, who dream of becoming part of it, and who will build the VICs of tomorrow. Today, many of them no longer see a reason to walk through a store\u2019s doors. <\/p>\n\n

The conclusion is clear: what luxury customers are now looking for is no longer just an exceptional product, but a genuine emotional connection with a brand.<\/p>\n\n

Expertise, quality, and heritage remain essential. But they are no longer enough. Today, consumers choose brands that reflect who they are, that tell a story they can relate to, and that evoke genuine emotion. <\/p>\n\n

In this context, the store is regaining a central role. More than just a place to shop, it is becoming a place for experiences, connections, and creating memories. <\/p>\n\n

Several priorities are emerging for brands:<\/p>\n\n