How the Millennial experience continues to impact high-end brands
I read an interesting piece recently about Millennials in The New York Times, which demonstrates the highs and lows of this remarkable group of consumers – and the challenges faced by marketers of high-end brands to impact their buying decisions. » Read More
Affluent consumers need something nonnegotiable from their high-end brand counterpart, and that is recognition. Customers know how much their purchase is worth, and they seek appreciation for their loyalty. In fact, 72% of affluent consumers seek genuine relationships with high-end brands, according to the YouGov Affluent Perspective 2017 Global Study. » Read More
Is the Year Ahead a Threat or an Opportunity?
For Marketers of High-End Brands, the Answer Is Yes
Your consumer is evolving in dramatic ways, your job may be in jeopardy, and your team is cranking out irrelevant content. Nobody ever said it would be easy. » Read More
This post was written by the Upward Home team.
The Experience Economy
For luxury brands, business as usual is just not enough in today’s economy. Consumers expect premium quality, but now they want more. Some economists say that we are moving from selling goods and services to selling consumer experiences. » Read More
If product features cascade downward, might shopper behavior cascade upward?
I’ve always bought into the luxury marketing theory that product features launch at the high end and cascade downward to the mass-market.
For instance, the in-dash navigation system once found in a Lexus has cascaded down to a mid-market Toyota.
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Do you understand how consumers are shopping your brand?
More and more consumers are using mobile devices to shop for home-related brands. And since one of the top-five purchase categories for smartphones is the home, you would expect that home brands would finally get into the game. » Read More