Curating Exclusivity: Luxury Experience as Content
FSW examines the art of curating exclusivity and questions whether luxury brands are stuck between a rock and a hard place regarding the increasingly democratized nature of influence.
Insights
In experience design, brands tend to focus more on the design and less on the content or “why” of the experience.
When designing exclusive experiences, controlling storytelling, whether real or virtual, is all about controlling access through content.
Luxury content curation strategy is about creating elevated, exclusive content and experiences that reflect brand storytelling and are attenuated to defined objectives and target audiences.
The Row’s no phone, no social media policy at its Fall-Winter 2024 show at Paris Fashion Week had fashion media in a stir. Critics described the policy as having the “Fashion Industry in a Chokehold” and questioned whether it was the “Ultimate Act of Quiet Luxury.”
Curating content is hard. Curating experiences is even harder. Historically, for fashion and luxury brands, creating a sense of exclusivity has been all about curating access, influence, and value. Yet, the increasingly democratized nature of social media has rapidly changed all that over the last 15 years.
These days, curated content feels like a tautology. From the faux overpolished worlds of Instagram influencers to the copycat TikTok sellers vying to cash in on the latest low-price Chinese product, we are inundated with “curated” content.
In a world where everything is content, how should luxury brands curate exclusivity? Is it just about access, influence, or something else? How do you curate experiences to maintain a sense of selectiveness while still keeping in place a functional communications strategy to drive brand awareness?
What happens to influencers and journalists when access is cut off? Being a steward of taste is a badge of honor for many influencers and journalists who depend on their social media channels for revenue and buzz.
For fashion and luxury brands, these questions necessitate thinking about brand content curation strategies (in our expanded definition of content as both IRL+ and digital) and how content and experiences and, in turn, exclusivity, are gated and “designed” within controlled, measurable parameters with relatively pre-determined outcomes.
Luxury Content Curation Strategy is about “No” plus “Why”
Invite-only events are a mainstay within the luxury industry, but positioning them correctly with the right content in the smartphone and social media era remains a challenge. It is increasingly hard for brands to own their own story and to shape and influence consumer sentiment, which makes the role of micro-level brand and content strategy even more critical. In experience design, brands tend to focus more on the design and less on the content or “why” of the experience.
Luxury content curation strategy is about creating elevated, exclusive content and experiences that reflect brand storytelling and are attenuated to defined objectives and target audiences. To curate content, events, and experiences, brands must establish and communicate a clear, unique vision but also put guardrails on to define the rules and expectations for what or who is and is not included. When designing exclusive experiences, controlling storytelling, whether real or virtual, is all about controlling access through content. The power of “no” for luxury brand content and experiences is a critical and expected part of its nature as luxury.
Along with “no” comes a “why.” This “why” includes targeted content and communications for those invited or in attendance on what to expect and what value they will get out of it; but it also includes a plan for communicating with those who are not included about why the content or experience matters and when or if they can gain access or information about it. The “no” plus “why” is a formative sequence for luxury content curation and provides a model for how to keep luxury content and experiences exclusive and elevated.
Was The Row’s decision to ban phones a smart move? Journalists like Vanessa Friedman say no; others applauded them for returning to a fashion’s more historically privatized approach. Regardless of one’s opinion, The Row’s content curation strategy was well defined with a clear “no” to phones and a “why” that was communicated via email in advance: “We kindly ask that you refrain from capturing or sharing any content during your experience.” Similarly, post-show communications and assets were tightly controlled as part of the brand’s strategic content distribution plan.
Curation Strategy is Clear Communications
One reason for the minor controversy over The Row’s phone ban was due to its immediate impact on journalists and influencers used to reporting on and covering events live for their followers. Setting limits on content distribution is a key part of luxury content curation strategy and one that should be carefully handled.
While more advanced notice about the new event policy may have stemmed some of the negative reactions, the impact of the power of “no” would have been fully lost. When designing a luxury content curation strategy, some key questions to answer include:
What kind of content, event, or experience do you want to create and why are you doing it?
If your content or event has a story, how are you structuring, communicating, and timing delivery of that story? Do you have a narrative architecture in place with your editorial plan?
Are you covering all of your content touchpoints? For IRL events or activations, do you have content prepped for your digital channels as well as staff playbooks, in-person story “moments,” and wider narrative?
Is your curated content or event everything fully gated? Will there be a phased reveal? What are your plans for follow-up communications or press coverage?
What is the unique “why” of your event for invitees?
What is the unique “why” of your event for people not in attendance?
Authenticity and Community Matter for Curated Experiences
The exclusivity of luxury content, whether in the form of in-person events, loyalty and membership programs, or digital content, stems from creating a sense of belonging from controlled access. However, the very idea of luxury exclusivity often feels at odds with the democratized nature of social media and the consumer need for authenticity from brands.
Curated luxury experiences are a mindset. To fulfill the consumer desire for quality, authenticity, and exclusivity, luxury brands do not have to compromise. They do need to create content that communicates clear brand values consistently across channels and invites consumers to participate in the brand’s narrative universe. Part of the power luxury heritage brands like Hermès, Chanel, and Valentino hold over newer competitors is not just the time and provenance factors; it is also the unrelenting commitment to consistent brand storytelling, controlling their IP, and building community through exclusivity.
The traditional broadcast approach of most luxury brand content needs to change or brands will lose their sense of exclusivity. If we agree that the entire idea of connected commerce is broken, then the power of brand content is in the hands of the consumer, not brands. Or at least so the TikTok Shop model or the fact that influencer marketing now exists within gaming experiences like Roblox would suggest.
To succeed with content, a luxury brand content curation strategy should balance brand needs with client needs. Taking a product-centric approach to content is critical for e-commerce, of course; but it must be backed by a centralized content strategy to ensure that consumers feel connected to the brand at every touchpoint.
Some techniques to consider when designing a luxury content curation strategy include:
Build Guided, Personalized Client Experiences
Conduct in-depth client profiling to understand the preferences, interests, and lifestyles of high-end clients.
Utilize this data to personalize invitations and event experiences tailored to individual client tastes, ensuring exclusivity and relevance.
Offer bespoke services such as private consultations or customized product showcases, elevating the sense of exclusivity and luxury.
Take a Synaesthetic Approach to Experiential Design
Curate event content that aligns with the brand's ethos and resonates with the target audience's aspirations.
Design immersive experiences that stimulate the senses, incorporating fine dining, live entertainment, exclusive product previews, and interactive workshops.
Collaborate with renowned artists, designers, and influencers to add prestige and cultural relevance to the event, enhancing its allure and exclusivity.
Choose venues with sophistication and prestige, such as historic landmarks, luxury hotels, or exclusive private estates.
Incorporate unique elements such as live music performances, curated art installations, or thematic decorations to captivate guests and leave a lasting impression.
Say “Yes” for VIP Customer Service
Provide VIP treatment from the moment guests arrive, offering personalized welcome gifts, valet parking, and dedicated concierge services.
Assign dedicated staff to cater to the needs of each guest, ensuring seamless hospitality and attentive service throughout the event.
Offer exclusive perks such as complimentary champagne, VIP seating, and access to restricted areas.
Spend Time on Post-Activation Communications
Maintain ongoing communication with high-end clients post-event, expressing gratitude for their attendance and feedback.
Leverage digital platforms to share highlights from the event, exclusive behind-the-scenes content, and sneak peeks of upcoming collections or experiences.
Extend personalized offers, exclusive discounts, or invitations to future events as a token of appreciation, fostering long-term loyalty and advocacy among high-end clientele.
Achieving success from a luxury content curation strategy ultimately is all about execution. “Good” content or a “successful” luxury event are activations wherein a brand’s target audiences not only have a positive, memorable experience but also come away feeling a deeper sense of connection and loyalty to the brand.