Quiet, Please: The Power Of Silence In Luxury

Forbes

5 days ago

Matteo Atti, Global Chief Marketing Officer at Vista, board advisor and professor at the International University of Monaco.
Bottega Veneta's social media blackout. The mystical The Row. Dior's WhatsApp invite strategy. Sidestepping traditional PR embodies today's vogue for "invisible luxury." Here's why keeping schtum is the key to maintaining mystique and fostering true customer loyalty.
The traditional marketing playbook dictates no stone shall be left unturned when it comes to publicity: Brands must cast their nets widely, grab attention with huge promotional blitzkriegs and generate maximum buzz. More press equals more success.
Luxury, however, plays by different rules.
Look at the discreet entrances and hushed ambience of first-class airport lounges. Chanel's minimalist monochrome packaging. Jacquemus' pared-down store design. Bottega Veneta takes it further, with its logo hidden on the inside of its products, stating, "When your own initials are enough." Yet, it continues to thrive.
Some of the most desirable brands let the product speak for itself rather than resorting to conspicuous branding and flashy gimmicks. "Strategic silence" can be a persuasive game plan to promote the brand while signaling enough exclusivity to leave consumers wanting to know more. It also aligns with the ongoing "quiet luxury" trend.
Let's explore how luxury brands can embrace strategic silence to strengthen desirability.
Brands are like butlers: It's about knowing when to speak.
As readers of Debrett's know, a seasoned butler instinctively understands their employers' preferences without being told: when to serve the tawny port, booking the right table, that suit needs to be packed for a trip.
The relationship between a luxury brand and its customers should feel equally intuitive. How to do this? It's about learning customer behaviors (see "knowing your customer" for more) before developing a near-wordless rapport built on mutual understanding. By anticipating their desires, you'll be able to add your voice only when it enhances the experience.
Strategic silence respects customers' intelligence.
Most high-net-worth individuals (HNWIs) are accustomed to highly personalized experiences. As such, they abhor the hard sell and aggressive advertising.
HNWIs also take pride in their taste. Your marketing should make them feel they chose your brand—not the other way around. Sophisticated campaigns that credit consumers' intelligence are integral: Think Gucci's dreamlike Hallucination or Valentino's Pink PP campaign, hinting at communities of like-minded individuals united by their ability to decode the visual cues.
Silence muzzles misinformation.
Remaining silent is not always a good idea for any brand, luxury or not. But there are moments when adopting a quiet media diet can pay off, especially when defusing absurd stories.
When TikTok videos alleging that Hermès, Chanel and Louis Vuitton made their bags in China, earlier this year, the luxury brands said nothing. By refusing to dignify this fake news with a response (although an Hermès spokesman told the New York Times that their bags were "100% made in France"), it effectively killed the story, preventing it from escalating further, helping regain control of the narrative.
Still some tried to move their focus on celebrating the skills behind the product—but when Chanel allowed social media a behind-the-scenes glimpse of one of its leather goods factories for the first time, instead of marveling about the meticulous artisanal process that goes into its celebrated handbags, social media viewers were astonished to find machines doing much of the work.
Seduce with subtlety.
Muted campaigns, minimal logos and toned-down images signal exclusivity, creating an enigmatic effect that transcends the functionality of the products or any faddish trends.
Consider the decluttered aesthetic of Loro Piana or Brunello Cucinelli, or British designer Phoebe Philo, who, after leaving as Céline's creative director in 2017, vanished from the public eye for six years before returning to launch her debut solo collection in 2023. During that time, the famously internet-allergic designer (Philo once said, 'The chicest thing is when you don't exist on Google') amassed 300,000 Instagram followers, without posting once.
Why? The understated elegance of Philo's work at Chloé and Céline saw her acquire an ardent fanbase of "Philophiles." The designer's absence truly made their hearts grow fonder, and her return was even more desired.
Silence creates space for sensory appreciation.
Luxury is often experienced in private: a quiet moment on a private jet, a personal shopping appointment, taking a Rolls-Royce for a solo spin or spending time in their personalization atelier.
These micro-moments of silence allow consumers a rare respite away from the cacophony of voices coming from their tech or busy jobs. Their senses are sharpened, providing clarity and allowing them to appreciate the product or service even more.
Composer Wolfgang Amadeus Mozart is widely attributed with saying: 'Music is not in the notes, but in the silence between them.' As luxury providers, you should be offering meaningful pauses, rather than adding to the noise.
Strategic silence will stay above the fray.
"Never complain, never explain." During her 70-year reign, Queen Elizabeth II never commented on scandal or speculation, and rarely expressed her opinions. It helped her preserve a timeless mystique, which reinforced her authority and dignity—qualities mirrored by heritage luxury brands.
Model Kate Moss has also subscribed to a "never complain, never explain" ethos, shunning publicity and hardly ever giving interviews. Her media muteness gave her an icy cool, letting her work do the talking, both attributes that many luxury brands aspire to.
Note when strategic silence doesn't work.
There are some occasions when a low-key approach can backfire.
• During A Crisis: If your brand faces issues such as cybersecurity breaches, worker violations or environmental scandals, customers expect transparency. Refusal to comment or apologize can lead customers to lose trust in your brand, while your silence allows social media and journalists to hijack the narrative.
• When It Alienates Media Allies: Success may tempt you to snub media requests. But relationships with journalists and the public are long-term investments. If the tide turns, you may need their support. If you haven't spent time nurturing these relationships, then you could find yourself hustling to find visibility again.
Want to know how to adopt a "strategic silent" marketing strategy? Look out for part two of "The Power Of Silence In Luxury."
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?