---
title: How to emphasize true markers of quality amidst a luxury slowdown
description: Discover how the traditional hallmarks of craftsmanship and storytelling can be your greatest strengths to stand out and thrive amidst a luxury slowdown.
image: https://blog.nuorder.com/hubfs/Blog_LuxurySlowdown_hero.webp
---
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# How to emphasize true markers of quality amidst a luxury slowdown
Discover how the traditional hallmarks of craftsmanship and storytelling can be your greatest strengths to stand out and thrive amidst a luxury slowdown.
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The luxury sector is expected to grow [between 1-3% a year](https://www.mckinsey.com/industries/retail/our-insights/state-of-luxury) through 2027. This marks a significant slowdown when compared to previous years, especially after 2020. The causes of the downturn are varied but include brands hitting price ceilings, changing client expectations, competition from luxury experience providers, and more. Economic turbulence in this sector is nothing new, and [many luxury brands managed to survive hard times in the past](https://blog.nuorder.com/how-major-fashion-brands-survived-crises-throughout-history), some emerging even better than ever.
Some top luxury brands have been around for decades, which means they’ve experienced their fair share of hardship over the years. The key to their success? Recognizing the need for a long-term strategy, even while addressing short-term sales. While it’s important to manage short-term sales to maintain cash flow, it's your long-term plan that will see your brand through extended periods of crisis.
In these times, it's important for luxury brands and retailers to use their marketing to emphasize what truly makes luxury products appealing. This includes highlighting product quality, sharing your brand's heritage, and refining your brand story to remind clients why they chose luxury to begin with.
## Put the spotlight on product quality
What about your product makes it luxurious? Now's the time to zoom in on the details of your product and why clients should continue to pay for it. Focus on craftsmanship techniques, materials used, durability, and anything else that makes your product stand out as luxe.
Louis Vuitton does this exceptionally with the [diamond guide](https://eu.louisvuitton.com/eng-e1/magazine/articles/lv-diamonds-collection-diamond-guide), part of the brand’s “The Art of Craftsmanship” series. The guide goes into great detail on how the brand chooses each diamond for its collection, effectively reminding customers that they are getting the best quality with each piece they purchase.
Source: Louis Vuitton
## Talk about your brand's heritage
Brands with a strong heritage have many unique advantages. They can sell at higher price points, since consumers attach higher value to products with an interesting past. Their strong heritage also makes it easier for them to stand out in saturated markets. In a saturated market, a unique selling point is vital for success, and an exciting, storied past can precisely meet that aim.
A brand’s strong heritage can also serve as a solid base for innovation. With their loyal customers fully familiar with their journey and committed to the brand, they have the freedom to experiment and innovate without facing too much risk.
Brands with long histories can tell stories of how they began, the challenges they overcame, and how they evolved over the years into the brands they are today. On the other hand, newer brands can talk about older, well-loved traditions that influence their products and ways of business. Ralph Lauren uses this strategy brilliantly by personifying the traditional American Dream of polo matches and Hampton getaways throughout its marketing.
## Use brand storytelling
In times of economic crisis, it's easy to get caught up with short-term, day-to-day business concerns, but [the importance of adopting a long-term focus for business longevity cannot be overstated](https://blog.nuorder.com/the-power-of-focusing-on-long-term-results-in-times-of-uncertainty-and-change). A long-term strategy focuses on building core systems to keep your business functional, even during market downturns. For instance, focusing on building brand loyalty won't necessarily produce immediate results, yet no business can survive without it.
Your brand story plays a key role in your long-term strategy. Good brand storytelling helps to build emotional connections with your customers and gets them excited to do business with you. When telling your brand story, focus on the qualities that are truly unique to your business.
Take Adidas Originals, for example. In an effort to separate this brand from its competitors, the team developed a unique campaign: [We gave the world an original. You gave us a thousand back](https://www.oneclub.org/awards/theoneshow/-award/51820/we-gave-the-world-an-original/). The campaign traces the unique journeys of a few products (shoes), and how they evolved from sport to culture over time. Each journey starts way back by showcasing the first athlete to wear the shoes on the world stage, and continues throughout the years following other individuals and communities that used the shoes in various settings, giving them meaning.
Source: Creative Review UK
Their rich storytelling brings out the brand’s heritage with a healthy dose of nostalgia, and highlights the quality and versatility of the products as they’re adopted into modern markets.
In this current luxury slowdown, it's vital for brands to remind customers of the reason they chose luxury in the first place. By emphasizing product quality, rich heritage, and refining brand stories, luxury brands and retailers can successfully navigate this period of slower growth.
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