• Luxury Purchasers: Who Are They And What Are Their Interests? Part 2
    Our previous column, "Luxury Purchasers: Who Are They and What Are Their Interests?," focused on our finding that luxury goes way deeper than the affluent market segment with household incomes of $75,000 or more. All luxury purchasers - adult consumers (18+ in age) who bought one or more luxury goods or services in the prior 12 months - constitute almost 20%, or about 46 million, of the 239 million adults in the United States. Luxury marketers would be correct in surmising that as household income increases, the proportion of luxury purchasers rises.
  • The Emergence Of A Global Affluent Culture
    It should come as no surprise that once-distant parts of the world now appear closer and closer, driven by the globalization of ideas, economies and politics. Nowhere is this truer than among the global elite, who tend to have more in common with one another than they do with the less affluent in their own countries.
  • Best Practices For Digital Luxury Brand Campaigns
    The most successful luxury brands combine understated dignity with the ability to command attention when the time is right. This is reflected in nearly every aspect of advertising directed toward Affluents - subtle color palettes, limited copy, even sparse appearances by the product itself. Online, luxury brand advertisers see the best performance from ad formats that capture the same aesthetic.
  • The Dirty Dozen: Top Challenges Facing Luxury Brands Today
    After 21 years orchestrating hundreds of conversations and events with CEOs and CMOs representing every segment of luxury and given the furious pace of web-enabled change, here's my "dirty dozen" top challenges/opportunities facing luxury marketers and their brands today.
  • How To Incorporate Financial Data For Better Ad Targeting
    The rise of data-driven marketing has brands increasingly looking for insights that allow them to better target their most likely customers and eliminate any potential media waste. But with so many resources at their fingertips, marketers are still learning how best to combine different kinds of data assets. In fact, they're often either not using enough data, or basing too much of their plan on sources that only tell part of the target audience's story.
  • How To Evade The Commercial Dodger
    On Demand, premium channel subscriptions, TiVo, satellite radio - these are all services that have gained widespread traction over the past few years. With On Demand you can choose from hundreds of movies and hundreds of television series to watch with a click of your remote. Premium channel subscriptions such as HBO, Showtime, Cinemax and Starz give you the luxury of being able to watch your show/movie without being interrupted by commercial breaks. TiVo gives peace of mind to those "on-the-go" who do not have time to catch their favorite TV show when it's airing; the record feature allows you ...
  • Luxury Goes Way Deeper Than The Affluent
    As noted in our column headline above, our research indicates that luxury goes way deeper than the affluent market segment. Luxury purchasers - adult consumers (18+ in age) who bought one or more luxury goods or services in the prior twelve months - constitute almost 20%, or about 46 million, of the 239 million adults in the United States.
  • Affluent Summer Travel Outlook Findings Are Encouraging
    Affluent interest in summer vacations has hit a new high, buoyed by the strengthening economy and a broader trend toward experiences, according to our April 2015 barometer. Sixty-three percent of Affluents (defined as the ~25% of adults with $100,000 or more in annual household income, or HHI) are planning a trip this summer, the highest figure in the four years we have been producing a summer travel outlook. Intentions are even higher among more elite consumers - 72% of Ultra Affluents ($250K+ HHI) are planning a vacation this summer.
  • Effective Brand Adjacencies Are The Ultimate Luxury
    If you've ever seen "Sesame Street," you're probably familiar with the way it explores commonalities by showing a group of pictures wherein "one of these things is not like the other." For example, you might see two land mammals and a fish, so, of course, you might think that it's the fish that's out of water.
  • It's Almost Summer And Time For Affluents To Travel
    Clear skies, open roads, and smooth seas appear to be ahead for the American travel industry and related affluent product categories (designer clothing, sporting equipment, etc.), as most affluent consumers have been planning pleasure trips and vacations. However, while they're all getting ready to pack, generational differences play a key role in how they travel, as Boomers prefer cruises more than their younger counterparts, and more Millennials opt for trips outside the United States than the more mature generations.
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