Digital Storytelling in the High-End Market

 

Affluent Consumers want a connection. Not a sales pitch.

Affluent consumers buy differently. They research large purchases and seek not only a wise choice, but also genuine benefits and an authentic experience. In fact, 70% of affluent consumers say they prefer to learn about a product or service through content rather than traditional advertising. »  Read More

Micro Influencers, Major Results.

Find the right social media influencer for your high-end home brand

 

This post was written by The Upward Home Team

Luxury brands have been slow to embrace the power of social media. Many are worried it will hurt the integrity and exclusiveness of their image. »  Read More

How to Humanize Your High-End Brand

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. »  Read More

Why You Should Ban the L-Word Now

 

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 high price tag. »  Read More

180 Degrees from Thurston Howell III

A shortcut for how to think about affluent consumers.

 

One of the most important jobs for a marketer of high-end brands is to understand the incredibly complex diversity of affluent consumers in the marketplace. They are not a one-dimensional group, even if the mainstream media tends to portray them that way. »  Read More

Understanding the Most Sought-After Segment of Affluent Americans

Business leaders are the heaviest spenders.

 

Affluent consumers drive the U.S. economy.

In an economy where consumer spending accounts for 70% of the country’s gross domestic product, Affluents account for more than 40% of this volume. They are twice as likely to buy, and when they do, spend 3x more than the average household in many categories. »  Read More