The Cosmocrats - identifying new targets for modern luxury

Cosmocrats are an elite of luxury consumers estimated to number 20m worldwide, which could double in size between 2000 and 2010.

The Cosmocrats – identifying new targets for modern luxury

Adeline AttiaAllegoria Consultants, France

INTRODUCTION AND HISTORY OF COSMOCRACY

This paper is intended to illustrate a method of understanding the motives and behaviours of a consumer target group identified as Cosmocrats, a new “elite” born in the United States and now developing in Europe and Asia. The Cosmocrats will be reviewed in terms of socio-demographics and psychographics. As a matter of fact, this “flexible” and shifting target is very attractive to luxury brands because some realize how powerful the group may become in the near future in terms of renewal...

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