Insight into US luxury consumers

This article summarises a survey into buying luxury brands in the US and finds that the luxury brands should rethink their consumer base and how they market to them, focusing more on lower-income segments.

Insight into US luxury consumers

Bob ShullmanThe Shullman Research Center

A new survey of the luxury market in the US shows that luxury brands should rethink their consumer base and how they market to them, especially to the large lower-income segments.

One of the major challenges for brand managers with marketing responsibilities for luxury products or services is to understand who has been buying what their organisation is selling. Consumers of luxury products and services in the United States – the largest luxury marketplace in the world – are typically portrayed by many industry participants as being rich or...

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