Trading up: the democratisation of luxury

What academics have been calling 'the democratisation of luxury' represents a profound shift in consumer behaviour that is going to fundamentally affect the way brands in certain categories are marketed.

Trading Up: The Democratisation Of Luxury

Syl Saller Diageo

What are we experiencing 'the democratisation of luxury', and why now? Consider some of the facts that underpin consumer purchasing today:

  • We have more money to spend. Disposable income in...