Monday, 23rd August 2004 (4268 views)

Luxury retailers such as jewellery stores are being advised to take note of a new report, which claims shoppers make purchases for experiences, rather than the cost or exclusivity of the item.

The "Luxury Market Report 2004 - Who Buys Luxury, What They Buy, Why They Buy" by Unity Marketing is hoping to improve the selling strategies of luxury firms to consumers.

Pam Danziger, the study's author told Professional Jeweler: "Luxury just isn't about the thing any more. It is about the special experience one feels buying or owning that thing."

The results are reflective of current jewellery trends where jewellers are focusing on high-end marketing to meet the individual needs of their key consumers.

 

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