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

Smart New Insights From The Smart Home

January 13th, 2015 by

What high-end home brands can learn about the connected home. 

 

I continue to be fascinated with the concept of the smart home – or as some call it, the connected home – because I think that technology will have an increasingly dramatic impact on high-end home brands during the next few years. »  Read More

The 2015 Checklist for High-End Home Brands

December 30th, 2014 by

A few thought-provoking questions to help jump-start your year. 

 

Most of the marketers I know tend to attack a new year with gusto and a renewed sense of purpose. This fresh start provides us with a great opportunity to reassess the health of our brands and our marketing initiatives. »  Read More

Is Consumer Sentiment Improving (Or Not) For High-End Home Brands?

December 2nd, 2014 by

Contrasting studies can be confusing, but your job is to remain focused.

 

Sometimes, I am dazed and confused by the variety of reports that come over the transom. Over the past week or so, I’ve seen a consumer sentiment study that is bullish, as well as another that is bearish. »  Read More

Affluents Tell High-End Home Brands How to Engage Them

November 18th, 2014 by

New research illustrates how consumers are engaged by medium.

 

If affluent consumers told you exactly how to engage with them, would you find that information helpful? Might those insights help you sharpen your marketing efforts?

A recent study asked affluent consumers about the marketing communications they might see across a variety of mediums and platforms – and asked them to weigh in on how engaged they are with those messages. »  Read More