In the world of luxury branding, the concept of “less is more” finds its fullest expression when it comes to emotions. Many brands often rely on broad, vague storytelling, which can result in messaging that lacks real emotional impact. This approach frequently leaves consumers with an unclear sense of the brand’s true essence, making it harder to form a strong, lasting connection. Instead, brands should focus on conveying a single, clear emotion that authentically reflects their core identity.

By centering on one emotion, brands can craft more genuine stories that allow consumers to see themselves in the narrative, shifting the focus to their experience rather than just the product or brand. Empathy plays a crucial role in this strategy: by truly connecting with the emotions and needs of their audience, a brand can evolve from being just a label to becoming a meaningful representation of the customer’s identity and values.

“Paying more to treat yourself”—this phrase perfectly sums up the new trend emerging among Chinese consumers, and unsurprisingly, it’s Gen Z leading the charge. The younger generation’s strong necessity to care for themselves and find comfort from negative emotions is so intense that it has given rise to an entirely new market: the emotional economy. We got a glimpse of this in 2023 when a bizarre virtual product called “Einstein’s brain” appeared on Taobao, promising to boost intelligence for just a few cents. Despite being a purely virtual product, it became one of the year’s top ten best-sellers, especially during China’s national college entrance exams. The rapid rise in popularity of such a product highlights younger shoppers’ need for emotional support and their constant search for new ways to uplift themselves and overcome life’s challenges.

It’s called the “Fear of Missing Out” (FOMO) and it’s the curse of our time—the nagging anxiety that we’re being left out, that others are always doing something more exciting than what we’re doing. In marketing, this social psychology concept translates into the race to own the latest designs and brands. While the need to stay ahead of trends has always been a hallmark of the luxury world, what’s new is the emotional intensity FOMO triggers in young Chinese consumers. Feelings of regret, anxiety, and even anger—coupled with the deep desire to belong—are now driving their purchasing behaviour.

The emotional drive of FOMO presents luxury brands with a powerful chance to significantly enhance their desirability through targeted strategies. One key approach is to leverage the exclusivity intrinsic to the luxury industry by launching limited-edition collections that create a sense of rarity and boost the status of those who own them. In addition, introducing time-limited sales can create urgency, prompting consumers to act quickly before the opportunity slips away. Brands could also capitalize on the pressure young consumers feel to compare themselves with their peers by encouraging user-generated content: incentivizing customers to share their luxury experiences not only allows brands to showcase an enviable lifestyle, but also deepens the emotional connection with their audience.

With the 11.11 Festival fast approaching—the ultimate “FOMO extravaganza”—another tactic brands can tap into is linked to the concept of cou dan (凑单), a strategy popular on platforms like Taobao. In the realm of online shopping, cou dan means to add unnecessary things to the cart in order to meet spending thresholds and unlock discounts, like a “spend 300, get 50 back” deal. Missing out on a coupon for being just one unit short? That’s peak FOMO in action.

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When true Italian fashion comes to mind, it’s impossible not to think of them—Dolce & Gabbana, a name that rhymes with elegance, modern classicism, and constant innovation. But beyond all of this, there’s a deeper concept that forms the very essence of the brand: family. Almost since its founding in 1985, the idea of family has permeated every aspect of the company. In the fall of 2015, D&G launched its hugely successful #DGFamilycampaign seamlessly blending two apparently distant realms—fashion and family—through heartwarming photos of everyday family life; this is just an example of the brand’s exceptional ability to create a cohesive and relatable narrative. Certainly, the brand’s Italian roots played a significant role in shaping this cultural focus, yet there’s another culture that resonates just as deeply with the values of family and tradition: Chinese culture.

This insight has inspired Dolce & Gabbana’s extraordinary new approach in China. In September, Shanghai became home to the world’s first D&G café designed to transport visitors straight into the Sicilian atmosphere. By combining Southern Italian hospitality, craftsmanship, and cuisine—each closely tied to family values and tradition—along with reinterpreting iconic cultural symbols like the moka pot and wine as instruments of emotional storytelling, D&G has crafted an authentic intercultural meeting place. This emphasis on tradition grounded in cultural empathy and shared experiences could be the ultimate key to win the hearts of Chinese consumers, particularly the younger generations who are becoming increasingly captivated by the charm of Southern Italy.

In the ever-changing world of luxury, emotions have become the strongest bridge between brands and consumers. By honing in on a single, targeted emotion, addressing the emotional needs of Gen Z, and embracing heartfelt storytelling, brands can really forge genuine connections that last.

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