When they come off of the sidelines, they will be different. One of the biggest drivers of the sluggish U.S. housing recovery has been the fact that Millennials – the 80+ million consumers reaching young adulthood around the year 2000 – have been sitting on the sidelines. “This recovery is virtually millennial-free,” says financial […]
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Brendan Howard / Shutterstock.com Yes, they are different, but don’t assume that they don’t consume media like everyone else. The high-end marketplace often thinks of Ultra High Net Worth (UHNW) consumers as exotic and mysterious creatures, like Sundarbans tigers. Granted, these consumers are rare – there are only 60,000 or so of them […]
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Finding balance between creative and analytics isn’t always easy. “My job today looks nothing like it did just a few years ago,” said a friend who has served as CMO of a high-end home brand for the past ten or so years. He came up through the ranks as a strategy and creative guy, […]
Read More… from Magic and Logic are Critical for High-End Home Brand CMOs
Customers may fall in love with your brand, but only if you make a great first impression. Perhaps you’ve experienced from time to time an immediate, visceral reaction to a product you found in a store or online – so much so that you thought to yourself: “I am so buying that.” You didn’t think […]
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Contrasting studies can be confusing, but your job is to remain focused. Sometimes, I am dazed and confused by the variety of reports that come over the transom. In one month, I’ve seen a consumer sentiment study that was bullish, as well as another that was bearish. These contradictions can be confusing, especially to […]
Read More… from Is Consumer Sentiment Improving (Or Not) For High-End Home Brands?
Marketers must adapt with digital consumer behavior in order to succeed. The changing landscape of digital marketing continues to impact high-end home brands, and marketers must evolve and adapt in order to succeed. A recent report from comScore underscores this trend, and offers some interesting insight into some of the seismic shifts marketers now […]
Read More… from 4 Transformative Digital Shifts Play Pivotal Role for High-End Home Brands
Get ready for intelligent technology in the home. I remember the first time I came face-to-face with “smart home technology.” I was standing in a booth at KBIS, the national kitchen and bath trade show, trying to decide if an internet-enabled computer screen, integrated into the door of a refrigerator, was a winner or […]
Nearly half of affluent consumers will redecorate, remodel or renovate. Half of the $1.9 trillion that affluent Americans spend annually will be concentrated in four categories, including the home category, according to a recent study from Ipsos. Moreover, 45% of affluents are planning to redecorate, remodel or renovate their home or grounds in the […]
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Affluent consumers drive sales among high-end home brands, so you’d better understand their humble, middle-class values. A few years ago, I spoke to a group marketers of high-end brands. After the session, one of the CMOs in the audience told me that the vast majority of his company’s affluent consumers loved his brand so […]
Make sure that you are delivering a smooth digital experience for consumers. Some of the smartest marketers of high-end home brands find ideas and inspiration in luxury categories outside of the home, such as fashion, travel and automobiles. In a recent consumer insights article from McKinsey, LVMH’s Group Digital Director, Thomas Romieu, provides some […]
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