The ever-developing high-end goods market calls us back to our instincts
Growth in high-end home sales may have slowed, bringing the premium goods market with it, but that doesn’t mean you should slow your marketing.
If you’re reading between the lines, you already know that double-digit growth, year after year, isn’t something you want, anyway—it’s a bubble. » Read More
How smart marketers are using sensory experiences to win in the showroom
You’ve invested time and money in creating a showroom experience that sets your brand apart from your competitors. The lighting is perfect. The colors and textures are sublime. » Read More
High-end brand marketers can use data to leverage their strategies
A recent report from Bain & Co’s Claudia D’Arpizio provides a great perspective on where affluent consumers are spending now – which is a great barometer not only for high-end home brands, but premium and luxury brands in general. » Read More
Upward Home visits Pirch
I have no quibble with “stack ‘em deep and sell ‘em cheap” retail stores. I think that they serve a very important purpose in the retail world for the right kind of brand and the right kind of consumer. » Read More
How Millennials will impact high-end home brands.
What if I told you that a group that makes up 20% of the affluent consumer base in the US is yet to fully participate in the economic recovery – but that when they return, their behavior will look nothing like the behavior of everyone else? » Read More
Why you should consider an experiential luxury strategy for your brand.
Several years ago, I was working on brand strategy with my clients at Viking Range. The philosophical question on the table was this: Is a giant stainless steel Viking an end unto itself – or a means to an end? » Read More
The smartest marketers stay on top of evolving consumer trends.
Do you know which segment of your affluent consumer base is nearly 50 percent more likely to purchase luxury goods over the next 12 months?
According to recent research by the Shullman Research Center, the answer is men. » Read More
Smart brands work to maximize joy post-purchase.
Your consumer has finally decided that it’s time to update the kitchen, redecorate the living room, or replace the floors downstairs. As many marketers of high-end home brands know, the purchase cycle for an expensive home-related product could be six months to a year before she finally buys. » Read More
Understanding the path to purchase can make you a more effective marketer.
The customer path to purchase is a fascinating journey. In the high-end home category, where prices command a premium and purchase cycles are inherently long, the path to purchase can be filled with equal parts anxiety and anticipation for consumers. » Read More