How to Find Your Flow When the Market Doesn’t Grow

June 20th, 2016 by


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

High-End Brands and Extra-Sensory Affluents

January 31st, 2016 by

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

Your Favorite 2015 Upward Home Posts

January 26th, 2016 by

We have identified the posts that you read the most in 2015. From digging deeper into the story behind C3 Design to learning that Ultra Affluents are looking for luxury in items that have “excellent design” rather than “exclusiveness”, we have learned a lot. »  Read More

Where Affluent Consumers are Spending Now

November 20th, 2015 by

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

Millennials Down But Not Out For High-End Home Brands

August 4th, 2015 by

Why you shouldn’t underestimate this important market segment


I continue to be fascinated with the impact that Millennials are having on the economy, not only at the high-end, but at the macro level, too. A report from the Pew Research Center suggests that while earnings of Millennials are beginning to rebound, their levels of home ownership are still lagging. »  Read More

Inside One of The Most Innovative High-End Home Retailers

June 23rd, 2015 by


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

A Picture Worth (Way More Than) A Thousand Words

May 15th, 2015 by


How high-end brands can win on the “visual Web”. 


I am a visual person. I love most genres of photography. I rarely meet a Tumblr post or a Venn diagram that I don’t like. And my colleagues joke that the number-one thing I say in meetings is, “draw me the picture.”

It turns out that I’m not the only one. »  Read More

180 Degrees from Thurston Howell III

April 24th, 2015 by

A shortcut for how to think about affluent consumers.


One of the most important jobs for a marketer of high-end brands is to understand the incredibly complex diversity of affluent consumers in the marketplace. They are not a one-dimensional group, even if the mainstream media tends to portray them that way. »  Read More

Understanding the Most Sought-After Segment of Affluent Americans

March 26th, 2015 by

Business leaders are the heaviest spenders.


Affluent consumers drive the U.S. economy.

In an economy where consumer spending accounts for 70% of the country’s gross domestic product, Affluents account for more than 40% of this volume. They are twice as likely to buy, and when they do, spend 3x more than the average household in many categories. »  Read More

Another Smart Way to Segment Affluent Consumers

February 13th, 2015 by

High-end home brands can benefit greatly by better understanding consumers.


One of the common themes at Upward Home is this: affluent consumers are not a homogeneous group who can be marketed to in the same way. Rather, they are remarkably diverse – in terms of their buying and usage patterns, media consumption, and their path-to-purchase. »  Read More