I have recently been working on a branding concept for a new luxury offering. Through the research process, it’s become clear to me that at its heart, every brand participating in the luxury market is ultimately in the Happiness Business. People trade up to luxury not because of quality, value or enhanced features offered, but […]
Archive | Affluent Consumers
RSS feed for this sectionMarketing 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? But then I thought about my years in […]
Will the 2016 Presidential Election Hurt Luxury Retail?
At a recent conference I ran into a colleague and friend who comes from the retailing side of the luxury market. As most conversations these days turn to this crazy election, my friend casually mentioned from a 20+ year perspective that presidential election years are tough for luxury retailers. This was followed closely by Bain […]
Don’t Bomb with Boomers
At the recent Boomer Business Summit in Washington, DC, I shared the podium with Steve Parker, SVP Marketing, firstSTREET, a direct-marketing company targeting “Boomers & beyond” with “solutions to aging related problems.” We spoke at a session entitled a Broad View of Trends in Commerce: Who, Why and How They Will Buy, and delivered the […]
How Beekman 1802 Mercantile Is Making a Home for HENRYs
Home furnishings brands: Meet the HENRYs! The gatekeepers to future prosperity. HENRYs (High Earners Not Rich Yet) are an often overlooked and not a well understood segment of consumers. HENRYs have high incomes, ($100,000-$249,999) putting them in the top 20% of all U.S. households, but not nearly as affluent as the Ultra-affluents (top 2-3% with […]