Not all aspirational brands are created equal. Some thrive on exclusivity, mystery, and scarcity. Others are celebrated because they are recognizable, trusted, and woven into everyday life.
Both luxury brands and household names inspire desire, but they do it in different ways. And that difference should directly influence how you design your sales process and marketing.
Luxury Brands: Exclusivity and Intention
Imagine a boutique interior design studio that only takes on six clients a year. Each client goes through an application process, followed by an in-depth consultation. The studio prepares a highly tailored proposal, complete with mood boards, material samples, and a private walkthrough of past projects.
The process isn’t quick, and it’s not meant to be. The very friction in the sales process creates desire. Clients feel they are being invited into something rare and highly personal.
Luxury brands in design and lifestyle often rely on:
- Curated, one-to-one relationships
- Applications, referrals, or waiting lists
- Storytelling that highlights craftsmanship and scarcity
- Exposure through design magazines, art fairs, or collaborations with architects and boutique hotels
The sales process is slow, high-touch, and deeply personal. For the right client, that is exactly the point.
Household Names: Accessibility with Aspirational Flair
Now consider a brand like HAY or West Elm. These are not luxury brands, but they are still aspirational. They represent good taste, contemporary living, and cultural relevance. You can find them online, in flagship stores, and even in partnerships with larger retailers.
The appeal lies in recognition and accessibility. Customers want to bring a piece of the brand into their homes — a dining chair, a lamp, or a set of glassware — without the need for a lengthy consultation.
Household-name brands typically rely on:
- Streamlined e-commerce systems and retail distribution
- Scalable marketing campaigns across social media and lifestyle publications
- Collaborations with influencers and community-driven content
- Loyalty programs and accessible pricing structures
The sales process is fast, efficient, and designed for volume. Customers don’t need an invitation to buy — they can act on impulse the moment inspiration strikes.
Luxury Brand vs Household Name: Key Differences
| Aspect | Luxury Brand | Household Name |
|---|---|---|
| Positioning | Exclusive, rare, built on craftsmanship and scarcity | Recognizable, accessible, culturally relevant |
| Buyer Psychology | Desire to belong to an elite circle, status-driven | Desire for reliability, good taste, and modern living |
| Sales Process | High-touch, curated, slower; applications, proposals, personal attention | Low-touch, automated, fast; e-commerce, retail, volume-driven |
| Marketing Methods | Editorial PR, private events, collaborations with tastemakers, selective visibility | Broad campaigns, influencer collaborations, lifestyle media, loyalty programs |
Why Brand Position Matters for Your Sales Process
Both luxury and household-name brands are aspirational, but they inspire in different ways.
- A luxury brand thrives on exclusivity. The slower, more deliberate sales process enhances perceived value.
- A household name thrives on accessibility. The quicker, more seamless sales process reinforces its cultural presence.
If you try to run your sales like a household name while positioning yourself as a luxury brand, you risk diluting your exclusivity. On the other hand, if you overcomplicate the sales process as a household name, you create unnecessary friction and lose volume.
The design and lifestyle industry is full of both models – from the bespoke interior designer who works on one residence at a time, to the recognizable furniture brand whose products appear in homes around the world. The key is to know where you stand, and then design a sales process that amplifies your positioning rather than undermines it.
