• 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.
  • The Emergence Of The Affluent Millennial
    In a nutshell: Affluent Millennials are going to be spending a lot of money in the coming years.
  • How A Luxury Brand Turned Itself Around
    "Great brands and great businesses have to be great storytellers, too." So begins a video that Angela Ahrendts, then CEO of Burberry, prepared a couple of years ago for New York's annual "Future of Storytelling" summit.
  • Converting Emerging Affluent Customers: A Lean Approach To The Luxury Market
    Affluents represent around 10% of U.S. households but account for more 50% of retail sales - and over 70% of all retail margins, according to a study from eMarketer. Not only that, this cohort typically shows a higher lifetime value compared to the general public. But not all affluents are created equal. There's one group that's the luxury marketer's golden ticket: emerging affluents.
  • How And Where Affluents Are Shopping In Today's Omni-Channel Marketplace
    Finally, winter has departed and spring has officially arrived, so it's now more pleasant for affluent shoppers - especially those who live in the colder and snowier parts of the country- to get out there and start shopping again for more than the basic necessities. As shopping is often a two-phase process during which consumers first research what they are considering buying and then actually make the purchase, how will affluent consumers research products and services and how will they actually buy them in what has become a more omni-channel retailing marketplace in the past few years?
  • Dodging 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 ...
  • Notes From A Former Luxury Magazine Executive
    Back in the Nineties, working for an Ultra High Net Worth individual, I was involved to a very limited degree in a possible office move. Architects and designers spent a good amount of time planning the layout, including an elaborate suite for the chairman with private boardroom, dining room and so forth. The move never took place but later, in a financial meeting, I had to hold my jaw in place when I saw that just getting to the concept stage had cost $70,000 in fees. After all, that was more than it cost my parents to buy the northern ...
  • Golf Is The Marketing Long Game For Affluent Brands
    Becoming a golfer is commitment. Achieving liftoff from the tee seems like a miracle the first time it happens. Once you catch the bug, the natural progression is to start watching professional golf on TV. It's a maddening game requiring incredible patience and consistency. So when we tune in as fans on Sunday afternoon, we can relate to the emotional ups and downs while we enjoy the action and the beautiful backdrops.
  • Mail Surveys Are Good Source Of Essential Research
    In part 1 of this series, we looked at big data and how it is the focus of much content in business and marketing media. There is no question that big data can be very useful, but big data can only provide a portion of the research that marketers of high end products need in order to understand and effectively market to the affluent and luxury consumers.
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