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
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
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
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
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
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
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
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
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
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
I'm Chris Ray. Over the last 30 years, I’ve worked with some of America’s most notable high-end home brands – and led them to the ever-evolving affluent consumer. Upward Home was created to deliver insights and observations about the high-end marketplace and demographic. Here you will find innovative strategies and tactics designed to help you build brands, generate leads, and drive sales.
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