You like it = You keep it

The phrase Emotional Durability was first coined by academic Jonathan Chapman in his book ‘Emotionally Durable Design: Objects, Experiences and Empathy’. Published in 2005, he refers to the relationship between consumer and product. The better the relationship a consumer has with a product, the longer they are likely to keep it and look after it, gaining a connection through meaning and attachment.

Brands can utilise this concept by creating products with care and consideration, with thoughtful designs and specifically selected materials.?

Storytelling

This enhances the story behind a product, which if communicated creatively to a consumer, will engage them and increase their connection to it. Consumers are also more likely to talk about these product to their peers, re-telling the story behind the piece and therefore generating organic growth and promotion.

Tailored to the customer

Bespoke or personalised products also increase a customer’s emotional connection to a product by creating a sense of uniqueness and exclusivity. These attitudes help the customer to form bonds with their purchases increasing their likelihood of wearing them frequently. And if a customer is wearing a product while they create a memory, they are likely to form a connection that is reignited each time they wear it, creating a sentimental value that goes beyond material worth.

Encourage frequent use

Brands should seek for frequent use over frequent sales. This approach helps fight fast fashion and supports sustainability by encouraging customers to buy quality over quantity. When customers consistently use or wear a brand's items, they act as walking advertisements. Every time a product is seen in public, it amplifies brand visibility, reaching new potential customers or reinforcing the brand in the minds of those who have already been exposed to it. This organic form of marketing fosters trust and authenticity, as people are more likely to be influenced by seeing others use a product repeatedly rather than by promotional sales alone. By prioritising frequent use, brands build long-term loyalty and broaden their audience through natural word-of-mouth and social influence, all without additional marketing spend.

At LLUK we support emotional durability and value sustainability by offering a variety of services to our clients that enhance the desirability of the products we make. Our Bespoke Projects Department specialise in connecting brand and customer through unique personalised luxury products. ?

If you’re looking for services that support emotional durability and strengthen customer relationships, have a chat with Jess Haines from our Bespoke Projects Department.