Attitude is a luxury when selling to the high end

Luxury Brands - and the sleek assistants who sell them - must lose their snooty attitude if they wish to survive in Australia, a visiting French marketing guru warned yesterday. "I walked into the Chanel store on Castlereagh Street in Sydney and I felt very intimidated by the attitude of the employees," luxury brands marketing professor Michel Phan said.

"Relationships with luxury brands start from that first point of contact, and if that is bad, if an employee is overly formal or intimidating, a potential customer is not going to come back." Professor Phan, who speaks at the "Australuxe - Selling Luxury" conference in Sydney today, urged brands to make themselves relevant to a younger customer base to ensure longevity.

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