Temporal tension and luxury brand prestige: the paradox of waiting in line

Purpose In the post-pandemic luxury landscape, queuing has shifted from a logistical hurdle to a deliberate brand strategy. This paper aims to examine how luxury retailers, such as Louis Vuitton's Frankfurt flagship, intentionally use queues to boost brand exclusivity, regulate customer flow and increase the perceived value of the shopping experience. Design/methodology/approach Based on 27 in situ qualitative interviews with waiting consumers, this study explores the dual role of queues as both psychological triggers and brand signals. Findings The results show that queues provoke a variety of consumer reactions – including status signaling, communal identity, joyful anticipation, as well as frustration and perceived unfairness. These emotional responses correspond with the dimensions of the Brand Luxury Index, indicating that well-managed queues can enhance brand appeal, while poorly managed ones may damage customer loyalty. Practical implications This paper provides strategic insights for luxury managers aiming to balance exclusivity with accessibility, and to turn waiting into a valuable part of the customer journey. Originality/value This study contributes to the understanding of queuing as a strategic branding tool in luxury retail. It offers managerial insights into optimizing waiting experiences to strengthen customer relationships and sustain high-end positioning in an increasingly democratized luxury market.