Affluent consumers think of luxury differently now. Stop for a moment and think about how much marketing has changed for high-end brands during the past few years. I recently spoke with a friend who years ago helped me build a strategic alliance between her high-end travel brand and my client’s home brand. We talked […]
Read More… from How ‘Luxury’ is Evolving for High-End Brands
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 […]
Over the years, my post about finding and connecting with this group has remained one of the most popular. And a topic I often discuss with clients and colleagues in the high-end home space. A few years ago, there was a surprising trend brought to light by Wealth-X, a smart global research and prospecting […]
One of the things I see time and time again is high-end home brands shying away from cutting-edge marketing. They often follow the trends instead of making them. In a historically traditional industry, I see why some brands keep their marketing conservative, but I want to challenge that mentality. I have been thinking back on […]
Read More… from Push the envelope right into the high-end home.
