This article on Advertising Age is about a new target market segment, "the new affluent". It is very interesting and eye opening. It speaks of luxury branding and what this newly found market segment of consumers and potential consumers are seeking when making purchases of luxury brand products. The link to the article is below.
"According to the survey respondents, "luxury" brands, per se, are no longer important to them, or even relevant; neither is "overall social status," they say. This generation of nouveau riche is shunning "conspicuous consumption" in favor of brands that represent quality, aesthetics and authenticity. These attributes, along with uniqueness, integrity, design and performance, represent today's "prestige" for these high-end consumers."
Is Luxury Dead? Maybe Not
