Unlocking Luxury: Expert Tips for Engaging High-Net-Worth Consumers
High Point, N.C. – As retailers navigate shifting consumer spending patterns in 2025, high-net-worth individuals are becoming an increasingly crucial demographic. With middle- and lower-income customers feeling the squeeze, luxury goods and services are expected to see a rise in discretionary spending.
To successfully target this affluent audience, brands need to rethink their strategies. According to luxury marketing expert Mark Satterfield, subtlety and storytelling are key when engaging high-net-worth customers.
“The affluent aren’t receptive to traditional sales pitches,” Satterfield explained. “Instead of pushing hard sales, what they want is guidance design advisors rather than typical sales staff.”
Satterfield cautions against trying to mimic established high-end brands, such as Versace, without understanding the finer details that make them successful. “Many try to replicate luxury by simply adding gold accents or flashy logos, but that doesn’t resonate with wealthy buyers,” he says.
In addition to subtlety, high-net-worth consumers value discretion and personalization. “Top-tier luxury brands like Ralph Lauren Home provide exclusive, invitation-only services, custom pieces, and private consultations,” Satterfield notes. “This quiet luxury conveys respect and exclusivity, creating a tailored experience that speaks to the individual.”
Another essential strategy is framing luxury products as investments, not just expenses. “Focus on craftsmanship and longevity,” Satterfield advises. “Highlight items that can be passed down through generations, with a compelling architectural or design story behind them.”
Satterfield believes that these approaches aren’t exclusive to the ultra-wealthy. They can be effectively adapted for broader affluent groups who may not fall into the top tier but still share similar expectations. “Brands like Ralph Lauren Home manage to appeal to a wide range of customers while offering bespoke services to their elite clientele,” he says.
For retailers aiming to connect with the affluent market, training staff to understand the story behind products and how to position them as investments can unlock powerful selling opportunities.