Image via Rockwell Group A new luxury concept challenges conventional thinking. When Fred Carl founded Viking Range in the mid-1980s, he challenged the status quo in the appliance world by creating a new category of professional-style cooking equipment created exclusively for the home. My colleagues and I had the great pleasure of working […]
Brands can prosper by staying on top of evolving real estate trends. If you’ve been a marketer for a high-end home brand for a while, there’s a good chance that you have experienced some high-flying economic upturns, as well as some brutally tough downturns. You’ve learned to adapt, adjusting your strategies and communications to […]
Read More… from Is Your High-End Home Brand “Perfect for Entertaining?”
Going beyond logos and craftsmanship. When marketers of high-end home brands are seeking insights, trends, and inspiration, sometimes it makes sense to look out-of-category, toward other high-end segments such as automotive, fashion, and travel. A perennial source of inspiration for me is the luxury conglomerate, LVMH, parent company of Louis Vuitton, Bulgari, Dom Perignon, […]
New research illustrates how consumers are engaged by medium. If affluent consumers told you exactly how to engage with them, would you find that information helpful? Might those insights help you sharpen your marketing efforts? A recent study asked affluent consumers about the marketing communications they might see across a variety of mediums and […]
Read More… from Affluents Tell High-End Home Brands How to Engage Them
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?
High-end brand marketers can use data to leverage their strategies A recent report from Bain & Co’s Claudia D’Arpizio provides a great perspective on where affluent consumers are spending now – which is a great barometer not only for high-end home brands, but premium and luxury brands in general. The report covers several categories across […]
How smart marketers are using sensory experiences to win in the showroom You’ve invested time and money in creating a showroom experience that sets your brand apart from your competitors. The lighting is perfect. The colors and textures are sublime. Your displays always seem to delight your shoppers. In all, your showroom looks like a […]
Connecting with consumers is key to success For a luxury brand to succeed in the market, it used to be enough to just be… luxurious. True luxe consumers would naturally trust the premium brand while aspirational consumers would save up to purchase coveted items. Yet in the age of social media, consumers at all price points […]
High-End Brands Face the Best of Times, the Worst of Times It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it […]
Is the Year Ahead a Threat or an Opportunity? For Marketers of High-End Brands, the Answer Is Yes Your consumer is evolving in dramatic ways, your job may be in jeopardy, and your team is cranking out irrelevant content. Nobody ever said it would be easy. As marketers of high-end brands face down the new […]
Read More… from Is the Year Ahead a Threat or an Opportunity?
