Trading up: the democratisation of luxury

Syl Saller

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.

Luxury brands
Consumer sentiment
Luxury purchase behaviour
Spirits & liquors

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...

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