Luxury marketing: Demographics of luxury consumption

This article describes how US luxury marketers must have an intimate understanding of whom they are targeting with their products and campaigns.

Luxury marketing: Demographics of luxury consumption

Bob ShullmanThe Shullman Research Center

When US luxury marketers consider how to market their products and services, they need to remember that 'luxury' means different things to those they define as their target consumers. Marketers should therefore fully understand to whom they are marketing and use appropriate luxury words and descriptions in their marketing materials and advertising.

One of the challenges facing luxury brand managers today is to determine who has been buying their offerings so they can effectively market to both current and prospective customers. Consumers of luxury products and services in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands