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Credit: Photo by Soroush Karimi on Unsplash

Once it became clear that we would be spending months at home, Affluents wasted no time investing in their spaces. Almost every affluent we’ve talked to made some significant changes to their homes – from adding on outdoor spaces and major remodels to updating paint and purchasing new furniture. And data shows that they were […]

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Aspirations of the Millennial Homeowner

And how they will impact high-end brands To understand the heart and mind of a person, look not at what he has already achieved, but at what he aspires to. That simple quote from Gibran helps me understand what’s going on in the housing market with Millennials. A couple of years ago, I theorized that […]

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Digital Storytelling in the High-End Market

  Affluent Consumers want a connection. Not a sales pitch. Affluent consumers buy differently. They research large purchases and seek not only a wise choice, but also genuine benefits and an authentic experience. In fact, 70% of affluent consumers say they prefer to learn about a product or service through content rather than traditional advertising. […]

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How to Find Your Flow When the Market Doesn’t Grow

Premium Goods Trends

  The ever-developing high-end goods market calls us back to our instincts   Growth in high-end home sales may have slowed, bringing the premium goods market with it, but that doesn’t mean you should slow your marketing. If you’re reading between the lines, you already know that double-digit growth, year after year, isn’t something you […]

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Meet the “Considered Consumer” of High-End Home Brands

5 questions to ask in order to meet the growing trend of planned purchasing.   As more and more consumers carefully plan their major purchases, marketers of high-end home brands need to adapt accordingly. Research shows that affluent consumers are thinking more carefully before buying. Indeed, nearly half of consumer spending (non-food) is now carefully […]

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Twists and Turns Along the High-End Home Brand Path to Purchase

It’s critical to pay attention to your evolving purchase process.   What sets high-end home brands apart from consumer packaged goods and other low-cost home-related items are, of course, price and purchase cycle. When a consumer is considering renovating a kitchen with $150,000 in new appliances, cabinetry, flooring and countertops, she is going to be […]

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How Can High-End Home Brands Compete for Clicks on YouTube?

Sophisticated home brands need not compromise their core principles to find an audience on YouTube.   The opportunity to create video content that consumers seek out and share with friends is there for any advertiser. And with more than 1 billion unique users visiting YouTube each month, the potential rewards are clear. But with 100 hours […]

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Consumers Are Shopping High-End Home Brands via Mobile

Do you understand how consumers are shopping your brand?   More and more consumers are using mobile devices to shop for home-related brands. And since one of the top-five purchase categories for smartphones is the home, you would expect that home brands would finally get into the game. The short answer is that some are […]

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Can Your High-End Home Brand Triple Sales in Two Years?

How the mindset of one CEO might affect marketing directors across the home category.   The CEO of a high-end home brand was visiting with me about revenue and profit trends at his company. We had talked about some of the inherent challenges facing his brand. On one hand, his brand was the category leader. […]

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