Tag: consumer insights
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For those who don’t buy luxury (Luxury consumer types: Part 4)
Maybe to you, the idea of spending money on a handbag is laughable, downright egregious. You have no desire for luxury purses, but you couldn’t afford it right now anyway. You just get what you like, so long as it’s within your means In this series on luxury consumers, I’ve gone through this list of…
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Your bag is fake and maybe you are, too (Luxury consumer types: Part 3)
You play pretend. In years past, you would have strolled through Canal Street looking for a deal. Now you sit in the comfort of your own home ordering counterfeit bags online. Why would you pay full price for this? Really you just want to look like you can afford that bag. You don’t have actually…
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And now let’s talk about loud luxury (Luxury consumer types: Part 2)
You’ve come into some money. You’ve finally got that career of your dreams. Now you can finally buy that luxury bag that has been on your wish list. Something that screams, “Mama, I’ve made it.” Is it the monogram Louis Vuitton? The Chanel flap? The Goyard tote, perhaps? Based on some research from Han, Nunes,…
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Let’s talk about quiet luxury again (Luxury consumer types: Part 1)
Do you all remember the whole seemingly unending quiet luxury trend? The one had people heading to Zara and Amazon to buy basics that made them look expensive? Social media might have taken that idea to an aesthetic, but back in 2011 a team of researchers had already considered what that label might really mean.…
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What you can learn from my blender mishap
I had been using my roommate’s blender, as we all shared major appliances. It was all well and good to get the job done. I mean I was a student. I couldn’t be too picky if someone was offering me that for free. And then there was this one day. I decided to make a…
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You have to listen
I’m in the middle of an episode of Process The Podcast, “How Merit Built a Cult Following Before it Had a Name with Aila Morin.” Morin said something that I would have snapped to, if I weren’t driving. Marketing is listening. I say it again and again. Marketing is not just figuring out how many…
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This was supposed to be a makeup charm
It’s a golden beetle. Or really, it’s a decorative ring that adheres to a Carolina Herrera beauty product. There on your pressed powder, it sits making the product look even more beautiful on your counter. It’s just one of the ways that the brand treats their product design like jewelry. And there on the site,…
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Just a bag you say?
“It’s just a bag. I really don’t see what makes this one so special when I can get one for cheaper.” Oh, my sweet summer child, it’s never just a bag. It’s all about value. And to be clear, I’m not even talking about money today, though there is a time and place to discuss…
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Get specific
“We’re not targeting Gen Z. We’re focused on 18-24 year olds” I was listening the president of Victoria’s Secret Pink talk about their strategy for growth. Gen Z as a swath is too broad. That includes 30 year olds. They narrowed their focus even tighter. And by focusing they can get specific in their branding…
