Simply put, the customer journey is the many touchpoints a customer has with your company before, during and after they make a purchase.

Ultimately, luxury can be defined by how a product makes a person feel. They’ve splurged a bit to buy something they’ve always wanted, and they feel very good about the purchase. They know the item is made of the finest quality. But if something goes wrong, if there’s an unfortunate defect, they also know the brand will stand by its product and make things right.

Knowing these four personalities of the luxury customer is essential in developing a luxury brand, as selling to each one requires a different strategy.

PR is about storytelling and no PR professional worth their retainer would engage you without first understanding your story. Ultimately, PRs are salespeople: we’re selling your story to our customers — the publications.