The potential target audience of any luxury brand consists of individuals who live at a level where they can consider self-actualization.

The ideal targets don't necessarily need to have a refined style.

But they absolutely must have refined taste.

Otherwise, they are not sophisticated enough to be interested in appearance and quality beyond status symbols.

Moreover, the target location being a banana republic adds two important aspects:

Politically determined wealth distribution and cultural one-dimensionality.

Thus, the potential target group for this luxury brand is a rather narrow one.

The math is simple:

The difference between a potential target and an actual buyer is that the latter has the additional emotional reason to choose one brand over all the others.

In the context of the target location, only 7-15 percent belong to the so-called wealthy elite.

And this is all new money.

Predominantly characterized by a hedonistic, prestige-consuming, experience-collecting, impulse-buying, and status-fanatic attitude.

The quality-oriented are as rare as a four-leaf clover.

Consequently, there are just as many real targets among the wealthy elite as there are wealthy elite among the entire population.

The 10% of the 10%.

And of that number, 10% can be reasonably expected to develop that added magic we call emotional reason.

10 000 individuals in total.

Old money became an international fashion trend on social media because whoever can't afford a Lamborghini thinks it's possible to order Savile Row from Wish.

Luxury was always a term surrounded by confusion.

Some think it has to be quiet, others are convinced it's there to scream a statement.

Meanwhile, sartorial craftsmanship was only ever about one thing:

Excellence.

Pure, uncompromising, impeccable performance.

Luxury is nothing else than a term to describe a perfect design.

When function dictates form, material, technique, and color to the level of innovation.

It has nothing to do with anything else.

This is why luxury never explains or educates, not because of some obscure snobism.

Luxury performs. Objectively perfectly.

Any potential target group can be segmented by their level of awareness.

On level one, there are those who are completely ignorant – about the brand, about personal style, about the existence of bespoke tailoring.

It's best to exclude them entirely.

On the second level, people have search intent – they are actively looking for custom clothing, most probably because of a wedding, a funeral, or some other occasion.

This level conducts its research on Google and reacts well to straightforward benefit ads.

Third-level people not only have a reason to buy but also know about the brands that sell what they want.

Image, quality, and status will be the decisive aspects for them to choose this brand over the competition.

Staggering omnipresence helps.

If possible, both offline and online.

The more, the merrier.

The fourth level has already purchased from this brand.

If they are mostly satisfied, they only need frequent and relevant reminders of the offerings to buy again.

Remarketing ads serve this purpose.

And the fifth level has developed brand loyalty.

They want to feel cherished.

Email campaigns, social platforms, and private events can work like a charm.

If style is the man, then style is life itself.

But can you judge a book by its cover?

And people by their lifestyle?

A flattering outfit can create the illusion of charm, power, and influence.

Everyone dresses to impress – whether they know it or not.

When done correctly, appearance can demonstrate taste, attention to detail, aesthetic talent, and creative force.

Self-expression is self-creation too, a form of art.

Magic, temptation, artistry, and craft.

Elemental components: our water, fire, air, and earth.

And their corresponding characters: a mage, a seductress, a virtuoso, and a master not only reveal but embody the message of luxury:

In a world where everyone wishes to go to heaven but no one wants to die, a steadfast commitment to peak performance is the closest thing to paradise.

Selling luxury is easy because luxury sells itself.

But it is also hard because luxury has to be tangible to be authentic.

And tangibility is not exactly an attribute of digital realms.

Ironically, the challenge of abstraction can be solved by another abstraction: language.

It is not the animated web interfaces, the embossed metal gift cards, or the interactive social media experience that hold the key to the gold reserves.

Language has all the hidden codes and secret symbols to talk to anyone without directly addressing them.

Different tonalities applied to each awareness level result in a bespoke approach that gives each segment what they are attracted to.

Solutions for those with practical problems, benefits for the undecided, reminders for the forgetful, and exclusivity for the deeply invested.

Meanwhile, the brand image is the same monster manifesting as a different animal on every platform.