INSIGHTS
The role of learning and development in creating exclusivity for luxury brands

Lower footfall, economic uncertainty and price changes are now affecting even the most loyal and affluent of customers – whether the prices have gone up or down. 

When customers invest in luxury brands, they invest in a lifestyle, a vision of themselves and a sense of belonging to an exclusive club of those who can afford to buy luxury brands. They are buying into the idea of ‘luxury’, a symbol of wealth, taste and exclusivity.

Aligning training initiatives with luxury consumers’ desires is key to ensuring that your team remains attuned to creating a luxurious customer experience, contributing to your brand’s success.

These customers want to know that they’re still subscribing to that exclusivity when they walk into their favourite boutique or store. Brands bringing their prices down to become more accessible are facing criticism from some customers, they’ve lost some of that ‘mystique’ or exclusive feel. 

One way to preserve those unique customer experiences is through exceptional white-glove service that is second to none². Because, of course, a one-off purchase of a high ticket item will help revenue in the short term. But the thing that’s going to create sustained growth and profit is going to be customers coming back time and again.

‘Executives should focus on building great brands not only for their clients but also their employees. This means having a best-in-class talent management system and evolving operating models and corporate culture to cultivate a high-performance environment where exceptional people thrive.’

Anita Balchandani – Senior Partner (McKinsey)

The development of team members’ skills and knowledge is going to be absolutely key here. But which areas should be the focus? 

Training that’s as high-quality as the service 

According to McKinsey’s ‘The State of Luxury’ report³, attracting, developing and retaining talent across the brand (not just in customer-facing roles) is going to be crucial for brand longevity. 

Employees also want to feel they’re being ‘brought in’ to that exclusive club. It’ll look slightly different to the experience customers have, but it should be aspirational nonetheless. 

For employees, this includes ‘best-in-show’ learning and development systems. Somewhere where teams can feel investment is being made in their skills and their futures. 

Modern learning meets heritage brands

For the Guccis, the Cartiers and the Swarovskis of the world, teams understanding the heritage and history of the brand is almost as important as knowing where the brand is going in the future. 

Brands need to consider this mixture of ‘old meets new’ as they design and implement L&D strategies so they can be confident they’re staying innovative, without losing any of the class or history of days gone by. 

There should also be consideration given to the changing wants and needs of the younger workforces entering these heritage brands – the use of AI in training, for example.

Exceptional product knowledge and people skills 

In-depth product knowledge is non-negotiable in a luxury retail setting. To be able to recall product details at any time is always going to be a high priority for any luxury brand. In addition to second-to-none product knowledge, what really sets the sector apart is the experience, and the people creating those experiences. 

For anyone investing in training at this level, the ‘soft skills’ side of customer service training is going to be a huge player in withstanding the sector’s slowdown. It now takes a lot more than knowing the ins and outs of individual products to keep customers coming back. It’s the ‘je ne sais quoi’ that only your people can offer. 

Where does Attensi fit in luxury retail? 

Completely customizable learning and development 

With Attensi, you’ll create a learning system that’s completely unique to your brand – from brand colors and assets to 3D simulated replicas of your shop floor. Together, we’ll design and create completely customizable training that fits the needs of your teams and your customers. 

You name it. We can build it. You can run it.

Create that brand cohesion and continuity that begins the moment an individual steps through your doors. 

Using Attensi’s powerful CREATOR tool, you’re in charge of the modules and content your teams will complete, making it highly personalized and relevant to their day-to-day roles. Working closely with the team at Attensi, you’ll have an entirely bespoke L&D suite at your fingertips that’s just as exclusive as the products and service you offer your visitors. 

Who said a personalized service was just for customers?

Modern platform to house your heritage 

Modern teams want training to match their digital-first, fast and furious lifestyles. Taking teams off the shop floor for full-day training sessions is no longer the viable option it might have been. But upgrading to a modern learning platform doesn’t mean you have to lose any of that brand pride and heritage. 

With Attensi, you’ll be able to help your teams learn everything they need to know to be brand ambassadors through a series of mobile-first mini games, simulations and interactive generative AI. 

By combining the psychology of learning with gaming mechanics, our training solutions are unique in ensuring what your employees learn stays with them for longer, whilst always embodying the values and essence of your brand.