For marketers, definining the affluent understanding of and expectations around the dimensions of luxury is key to effectively and relevantly targeting key consumer demographics.
Ipsos Affluent Intelligence research reveals that affluent consumers say they are buying luxury more frequently. Nearly three-quarters of Affluents report they have bought luxury goods or services in the past year (a nine-percentage point increase from two years ago).
In addition, they also appear to have no plans to stop purchashing in this category.
As a result, understanding how they define luxury, how it makes them feel, their purchase habits and how they’re changing become key dimensions in
crafting relevant and effective communications strategies.
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