Partnerships with more mass-market outlets whilst retaining exclusivity. Positioning collection as limited edition, limited places and creating a thrill of the hunt
Partnerships with other luxury brands.
Trading brand values, e.g. Jimmy Choo (a Show brand) and Hunter (a Know brand)
Sharing consumer fan-bases e.g. Diptique & Jo Malone
“ Lux you ry*” – placing the consumer experience at the heart of the brand. Offering a more bespoke, unique, personalised experience, e.g. new Louis Vuitton destination store in New Bond St - a “Maison” rather than a “shop”
This audience considers themselves quite the connoisseurs of food and drink and places to consume them
65% of them claim to have a large/moderate amount of knowledge of food and wine
70% of them say they have a large/moderate amount of knowledge of restaurants
They are also over 4 times more likely than the average AB Adult to say they have a large amount of knowledge of stocks and shares
More valuable because they advocate e.g. food and drink
They are a valuable audience as over half of them (51%) are very/quite likely to convince others about food and wine
They are 27% more likely to do this compared to all AB Adults
Work-Orientated and Time-Poor Compared to all AB adults, they are very focussed on their career and the world of business. Having an international business perspective is important to them and they aim to get to the very top of their career. They are more likely to use smart phones such as iPhone and Blackberry . They like to follow the stock market and tend to read the financial pages of their newspaper and think the economy is more important than the environment They tend to use their credit cards mainly for business. They say they don’t have enough time for their family.
Quality and the Finer Things They consider themselves in-the-know and say they are the first amongst their friends to know what’s going on. They like taking risks and spend money without thinking. They are prepared to pay more for quality wine as well as luxury cosmetics and toiletries. They say they consider themselves connoisseurs of wine . There are some luxuries that they just cannot do without. Needless to say, they like to stand out from the crowd!
Image Conscious They think it’s important to look attractive to the opposite sex and like to be well dressed. Designer labels are considered to improve a person’s image. When it comes to advertising , they like it to be entertaining and 60% of them say they refer to the internet before making a purchase.
Gender Split: Top Brands by Category Gin, Vodka, Champagne and Liqueurs are fairly evenly split but the Whiskeys, and Brandies are very male Source: TGI Premier 2009, All data on this chart only, based on all AB Adults 20+