Affluent Consumers want a connection. Not a sales pitch.
Affluent consumers buy differently. They research large purchases and seek not only a wise choice, but also genuine benefits and an authentic experience. In fact, 70% of affluent consumers say they prefer to learn about a product or service through content rather than traditional advertising. » Read More
Last year, I helped sail a boat in an overnight race from Key West to Cuba – which for me was literally and figuratively sailing into the unknown. Not only had I never sailed a boat out of sight of the shoreline, I had certainly never sailed through the Florida Straits to a communist country where my visit still technically fell into a semi-gray area of legality. » Read More
High-End Brands Face the Best of Times, the Worst of Times
It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to Heaven, we were all going direct the other way. » Read More
Why targeting your marketing to a specific generation produces results.
I have always been fascinated by generational marketing and have written about Millenials here before. But, what about other generations? Affluent shoppers are not all created equal; what some shoppers connect to strongly, others will not value as highly. » Read More
For a luxury brand to succeed in the market, it used to be enough to just be… luxurious. True luxe consumers would naturally trust the premium brand while aspirational consumers would save up to purchase coveted items. » Read More
I am by nature a glass-half-full kind of person, ever the optimist. In fact, if you’ve read many of these columns in Upward Home, you’ll know that I have a fundamental bullish view on the long-term potential of high-end brands. » Read More
What this year’s election could mean for your high-end brand.
Premium brands were forecast to face a difficult year in 2016, according to Bain & Co. Compounding this insight is historic data showing that election years tend to be difficult for high-end brands. » Read More
I'm Chris Ray, a consultant to high-end home brand CEOs and CMOs. Upward Home was created to deliver insights and observations about affluent consumers and the high-end marketplace. Here you will find innovative strategies and tactics designed to help you build brands, generate leads, and drive sales.