The times are changing—and reaching new affluents requires creative marketing for high-end home brands “Do you like luxury?” Affluent and aspiring-affluent Millennials may be saying no, but their lifestyle habits suggest otherwise. Millennials view the “luxury” label with suspicion, as an elitist holdover from a bygone era with little meaning other than a […]
Research reveals fascinating opinions among millionaires. What group of Americans is concerned enough about wealth inequality that they actively provide financial support to poverty programs and educational opportunities for low-income children – and support a higher minimum wage and more taxes on the rich? The answer: millionaires. Surprised? You shouldn’t be. As I’ve written […]
It pays to know the differences between each type of consumer. Two high-end home buyers are considering buying a million-dollar home. One is a seasoned home buyer and the other is a first-timer. Do you know the differences and similarities in each buyer’s perspective? A few items on their wish list overlap. For instance, […]
If product features cascade downward, might shopper behavior cascade upward? I’ve always bought into the luxury marketing theory that product features launch at the high end and cascade downward to the mass-market. For instance, the in-dash navigation system once found in a Lexus has cascaded down to a mid-market Toyota. The Asian popper appetizer […]
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 […]
There is a frequently quoted, perhaps even mythical, exchange between American authors F. Scott Fitzgerald and Ernest Hemingway, observing the lives of America’s richest residents during the raging and roaring 1920s. Fitzgerald, a famous observer of the wealthy set, wrote in a short story that “the rich are very different from you and me.” Hemingway, […]
