• 'Mainstreamers' Matter As Affluence Intersects With Luxury
    Recently, a luxury marketer who tends to focus specifically on the affluent marketplace asked me if I knew how many adults with household incomes under $100,000 bought luxury products and services. I then asked him why and he told me he felt that a fairly large number of consumers with household incomes under $100,000 buy luxuries.
  • Loyalty Programs And Bespoke Special Events: Powerful One-Two Punch For Luxury Marketers In Challenging Times
    In a wake-up call to mass and class brands globally, according to new research from the Collinson Group, the affluent are quickly losing interest in loyalty programs. In 2014, 18% of consumers said they "can't be bothered" with loyalty programs. That number has doubled, says Collinson's latest survey. The traditional method - points programs - is losing steam with customers. And also with the smartest luxury brands seeking to "surprise and delight" them.
  • Marketing To Women: You Can't Afford Not To
    Recently I addressed the M2W: Global Summit on Marketing to Women (#M2W), hosted by PME Enterprises and presented by Google. In preparing my remarks, I pondered why in 2016 we needed a marketing to women conference at all? Why wasn't it a marketing to people conference instead?
  • Online Shopping With The Affluents
    It has long been assumed that affluent shoppers prefer shopping online, while their lower-income counterparts prefer the brick-and-mortar outlets. While this is sometimes true in the big picture, there are multiple shades of grey, especially in what they buy, how they shop, and what they value as they shop. And as internet shopping grows in sophistication and scope, there are a few important ways to keep focused on affluents' unique flavor of online shopping behavior.
  • Luxury Market Prospects For 2016: How To Find Growth?
    The U.S. retail industry started out 2016 under a dark cloud after 2015 ended as the worst in retail since 2009. Excluding the automobile sector and dining services, the retail industry dropped 0.2% from previous year.
  • Looking Beyond Cost Per Acquisition To Uncover A More Valuable Audience
    Marketing today is all about return on investment. Marketers want to make sure they are getting the most bang for their buck, which means they are constantly looking for new or better metrics to help gauge their success. One metric that has grown in popularity is cost per acquisition, which helps marketers understand how much they are spending on media per conversion.
  • Omnichannel Shopping Today And The Affluent Shopper
    Consumers' shopping experiences have been revolutionized in recent years: Consumers now have the option of shopping digitally wherever they happen to be, as well as in person at brick-and-mortar stores.
  • 'Premium' Versus 'Luxury,' A Blur?
    At the recent New York Auto Show's media day a panel of industry experts wrestled with the Jacob's angel of the marketing differences and strategic implications of "Premium" versus "Luxury." This is an issue that still dogs or inspires a range of luxury brands in many segments of luxury including fine jewelry, apparel, hospitality, travel and, of course, automotive.
  • Going Beyond The Most Affluent Is Critical For Conscious-Consumer Products
    There is a trend in marketing right now chasing the "conscious consumer" - those consumers whose buying habits are often a reflection of their environmental, ethical and political concerns. The trend can be seen in everything from eco-friendly detergent to green homes to the slow food movement.
  • Who Are The Affluents?
    Last month's column - "How Many Affluent Millennials Are There?" - focused on the buying power and affluence levels of the Millennial generation by segmenting all 73 million who are adults (18+ in age) into three age segments. That column induced a good number of readers to ask how Millennials compare with Gen Xers and Boomers as regards affluence.
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