This research found that in terms of sales performance, "super-loyal customers" (those who have been making frequent purchases for a long time) are the best economic contributors to a brand, and this also elucidate the formation process through which these customers transform from ordinary customers into super-loyal ones. The status of this clientele could be described as "super-highly involved", due to the fact that their status is beyond even "highly involved". This study found some common transitions in the way customers became "super-highly involved." In general, they started at a level of mere product involvement, then developed brand interest, then acquired brand commitment after having pleasant experiences at the brand store. Finally, their motivation for purchasing merchandise developed into a desire for patronage of a particular salesperson. The present case-study research inductively elucidated the hypothetical elements of the formation process described above. In the current highly-competitive environment, face-to-face retail was found to be essential for increasing demand in the luxury brand industry, as we have entered an era in which "who sales" (focusing on the sales representative) have become more important than "what sales" (focusing on the product).