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Monday, 14th June 2004 (5588 views)

An insight into the luxury consumer was offered at the Luxury by JCK show by the president of a US marketing firm.<BR/><BR/>Pamela Danziger, president of Unity Marketing, was one of the keynote speakers at the event and looked at the psychographics and demographics of the emerging luxury consumer.<BR/><BR/>According to Ms Danziger luxury always gets introduced to the class market and then filters down to the mass market and explained no matter who is making the purchase, buying a quality product in the sale creates a thrill.<BR/><BR/>Reportedly consumers like to buy experiences and feel fulfilment from their purchases and key success comes from targeting the near affluent and affluent buyers - those earning $75,000 to $150,000.<BR/><BR/>Gold jewellers should try to find a synergy between the retail brand, product brand and the price/value equation according to the speech since luxury branding is a "triple play".<img src="http://directnews.dehavilland.co.uk/dn.gif?feedid=196&itemid=2823934"/>

 

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