Where Affluent Consumers are Spending Now

November 20th, 2015 by

High-end brand marketers can use data to leverage their strategies


A recent report from Bain & Co’s Claudia D’Arpizio provides a great perspective on where affluent consumers are spending now – which is a great barometer not only for high-end home brands, but premium and luxury brands in general. »  Read More

Millennials Down But Not Out For High-End Home Brands

August 4th, 2015 by

Why you shouldn’t underestimate this important market segment


I continue to be fascinated with the impact that Millennials are having on the economy, not only at the high-end, but at the macro level, too. A report from the Pew Research Center suggests that while earnings of Millennials are beginning to rebound, their levels of home ownership are still lagging. »  Read More

Inside One of The Most Innovative High-End Home Retailers

June 23rd, 2015 by


Upward Home visits Pirch


I have no quibble with “stack ‘em deep and sell ‘em cheap” retail stores. I think that they serve a very important purpose in the retail world for the right kind of brand and the right kind of consumer. »  Read More

A Picture Worth (Way More Than) A Thousand Words

May 15th, 2015 by


How high-end brands can win on the “visual Web”. 


I am a visual person. I love most genres of photography. I rarely meet a Tumblr post or a Venn diagram that I don’t like. And my colleagues joke that the number-one thing I say in meetings is, “draw me the picture.”

It turns out that I’m not the only one. »  Read More

180 Degrees from Thurston Howell III

April 24th, 2015 by

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

March 26th, 2015 by

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

Another Smart Way to Segment Affluent Consumers

February 13th, 2015 by

High-end home brands can benefit greatly by better understanding consumers.


One of the common themes at Upward Home is this: affluent consumers are not a homogeneous group who can be marketed to in the same way. Rather, they are remarkably diverse – in terms of their buying and usage patterns, media consumption, and their path-to-purchase. »  Read More

Smart New Insights From The Smart Home

January 13th, 2015 by

What high-end home brands can learn about the connected home. 


I continue to be fascinated with the concept of the smart home – or as some call it, the connected home – because I think that technology will have an increasingly dramatic impact on high-end home brands during the next few years. »  Read More

The 2015 Checklist for High-End Home Brands

December 30th, 2014 by

A few thought-provoking questions to help jump-start your year. 


Most of the marketers I know tend to attack a new year with gusto and a renewed sense of purpose. This fresh start provides us with a great opportunity to reassess the health of our brands and our marketing initiatives. »  Read More

Is Consumer Sentiment Improving (Or Not) For High-End Home Brands?

December 2nd, 2014 by

Contrasting studies can be confusing, but your job is to remain focused.


Sometimes, I am dazed and confused by the variety of reports that come over the transom. In one month, I’ve seen a consumer sentiment study that was bullish, as well as another that was bearish. »  Read More