Hakan Ozel, Vice President Operations & General Manager, Shangri-La Dubai
When people ask me what it takes to be successful in luxury businesses, one of the first answers that comes to my mind is “Giving a strong character to products and services”, as I consider my reply to this question. In other words, it is how the luxury product and service of the brand is perceived by the customers, and the manner they transfer this emotion to others.
The world of luxury is often defined by its lavishness, exclusivity, and the promise of an elevated experience. However, in an era where discerning travelers and consumers seek more than simply material abundance, true luxury exceeds price tags and exclusive materials. To stand out in today’s sophisticated market and particularly competition, luxury products and services must possess something deeper: Character. The essence of character lies not just in what the product or service is, but in how it connects, inspires, and tells a compelling story. In other words, it is what customers and other parties remember and share when they talk about the products and services of the luxury organization.
What defines character in luxury?
Character, in the context of luxury, refers to the unique personality, values, and emotional quality that a product or service carries and offers. It is the intangible element that makes the luxury product or experience memorable, desirable, and meaningful. While craftsmanship, heritage, and quality remain core pillars as we always share, character is what transforms luxury from mere possession into a cherished relationship and further create memory to carry.
Character can be infused through thoughtful design choices, authentic storytelling, and a brand’s ability to evoke emotion, whether it is nostalgia, anticipation, pride, or even a sense of adventure. It is what turns a timepiece into an inheritance, a luxury hotel into a sanctuary, and haute couture into wearable art.
Storytelling
At the heart of any luxury product or service with character lies a convincing tale. Storytelling gives life to the luxury product and service. It infuses meaning into the tangible or intangible material. The origin of a diamond, the journey of a rare single malt whisky from cask to bottle, or the atelier secrets of a couture gown, all invite the consumer into a world where every detail is purposely made, and every chapter enriches the experience. Luxury brands have long understood the pull of heritage and it is truly amazing
Craftsmanship and authenticity
Impeccable craftsmanship is expected in luxury, but character is born from authenticity. Consumers are increasingly drawn to sincerity; products and services that stay true to their origins, that reflect genuine artistry rather than mass-produced product.
Consider the appeal of hand-stitched leather goods. The visible stitches, the delicate imperfections, and the tarnish or color lost that develops over time are all testaments to the artisan’s touch. They tell a story of human involvement, patience, and expertise. Similarly, a luxury resort that blends seamlessly into its natural surroundings, offering and celebrating local culture and traditions, offers guests an authentic escape rather than an artificial paradise.
Authenticity also means transparency. The modern luxury consumer values knowing where their products come from, who made them, and how they were crafted or prepared. Sustainability, ethical sourcing, and social responsibility are no longer optional; they are essential elements of character.
Personalization and emotional connection
Luxury, at its best, is deeply personal. Giving character to a product or service often means tailoring it to individual desires and dreams. Personalized touches like monograms on luggage, bespoke fragrances, curated dining experiences make consumers feel seen, valued, and unique.
Beyond personalization, emotional connection is critical. A luxury hotel that anticipates and remembers a guest’s preferences, or a jeweler who crafts a ring to commemorate a meaningful milestone, creates bonds that go beyond the transactional. These gestures build loyalty and transform customers into passionate advocates.
Design and sensory experience
The physical design of luxury products and the environment in which services are delivered play significant roles in expressing character. A harmonious blend of form, function, and innovation tells a silent story, inviting tangible exploration and visual delight.
Materials chosen for their beauty and resilience, architectural spaces like in luxury hotels designed for tranquility or drama, and the choreography of service are opportunities to express the brand’s distinct personality, which is character. The scent in the hotel’s lobby, the texture of fine linens, the distinctive color or motives of the brand or its packaging that is recognized by all, and all other sensory details, meticulously curated, can leave lasting impressions and reinforce the desired identity.
Consistency and evolution
While luxury is rooted in tradition, character is revealed through thoughtful evolution. Iconic brands maintain consistency in their values and aesthetics but allow for innovation that keeps them relevant to the current age. The ability to adapt, to reinterpret heritage through the eyes of contemporary tastes, gives character depth and dimension.
Limited editions, collaborations with artists, and seasonal collections allow brands to experiment while honoring their core identity. The interplay between history and modernity is what keeps luxury dynamic and engaging.
The soul of luxury
In a highly competitive marketplace, luxury products and services are challenged to rise above the simple extravagance. It is the presence of character, a blend of story, authenticity, emotion, physical delight, and consistent evolution that creates true appeal. Brands that invest in crafting a distinct personality for their offerings foster deeper relationships, inspire loyalty, and build legacies.
Ultimately, giving character to luxury is an art. It is about cultivating emotion, inviting connection, and crafting meaning. In doing so, brands and creators ensure that their products and services are not just coveted, but cherished, becoming part of the stories and lives of those who experience them.
