Let Them Eat Cake : Marketing Luxury to the Masses - As well as the Classes

Product Description In Let Them Eat Cake: Marketing Luxury to the Masses—As Well as the Classes, readers will get the first research-based study of the 15 million truly affluent households that make up the leading edge of the new luxury market. Pamela Danziger notes that the luxury market is changing radically from the conspicuous-consumption consumers of the 1990s. Danziger conducted a two-year research study of luxury consumers with incomes of $75,000 and above and discovered a totally new type of luxury consumer. Called the "butterflies," these most affluent of affluent consumers have emerged from their luxurious cocoons and are turning their focus from the home to the outside world. Designed to give marketing practitioners an insight into what luxury means to the consumer, Let Them Eat Cake covers the natural evolution as today’s luxuries become tomorrow’s necessities, as products move "from the classes to the masses." Readers will learn: • How to "get it right for the masses" and how to "get it right for the classes" with profiles of companies that exhibit best practices in luxury marketing • Why luxury isn’t about material things or how much something costs—it’s how the product or service connects with the dreams, desires, and passions of the consumer • The different drivers and motivators for luxury consumers Danziger outlines the purchase behavior and preferences in the nine categories of home luxury products (e.g., furniture, art, antiques), four personal luxuries (e.g., automobiles, fashion), and six experiential luxuries (e.g., luxury travel, spa/beauty treatments). As businesses compete in an increasingly crowded marketplace, Danziger also describes the six key consumer trends in luxury marketing and strategies that marketers can implement to build their luxury brands. About the Author Pamela N. Danziger is a nationally recognized expert in consumer marketing and psychology, with her own marketing research and consulting firm, Unity Marketing, which she founded in 1992. Among the luxury leaders that Danziger advises on the changing luxury market are LVMH, Lenox, Starwood Hotels, Crystal Cruises, Nissan, Bulgari, Gold Council, Polo Ralph Lauren, Waterford/Wedgwood, Target Stores, Stueben Glass, and others. Her expertise is in understanding the whys that underlie consumer behavior and how companies can use insights based on consumer psychology to predict the future of their marketplace. In Let Them Eat Cake, Pamela Danziger Draws On A Major Two-year Consumer Research Study And 20 Years Of Her Own Experience As A Marketing Consultant To Lay Down A New Direction For Luxury Goods Providers - One That Goes Beyond The Product Itself And, Instead, Offers The Luxury Experience Danziger's Research Has Determined Consumers Want. New Luxury Taps Into A Recent Consumer Psychology That Goes Beyond The Product Itself, She Says. It's Now About Reaching A New Level Of Experience, Deeper Meaning, Richer Enjoyment, And More Profound Feelings.--book Jacket. Introduction : Why Luxury Now? ; Everyone Everywhere Wants More Luxury ; Metaphysics Of Luxury: Luxury Is Ultimately The Unattainable ; Branding Connects Corporate Strategy With Consumer Psychology ; Finding A New Direction To Luxury: From Mass To Class And Class To Mass ; Previewing What's To Come -- Part I. What Is Luxury: Where It Came From And Where It Is Going : 1. Today's Luxury Market -- 2. New Luxury: Old Luxury Is About The 'thing, ' New Luxury Is Defined By The Experience -- Part Ii. The Five Ps Of Luxury Marketing : 3. Who Is A Member Of The Luxury Class -- 4. Luxury Consumers: The Luxuries They Buy, How Much They Spend And Why They Buy -- 5. The Inner Life Of The Luxury Consumers: Field Guide To The New Luxury Consumers -- 6. Luxury Home Products: The Products That Deliver To The Peoples' Passion -- 7. Personal Luxury Products: Personal Luxury Performance Parameters -- 8. Luxury Experiences And Services: It All Comes Down To The Experiences -- 9. Pricing Luxuries: It Has Very Little To Do With Money -- 10. Promoting Luxuries: The Myths And Mysteries Of Luxury Branding -- 11. Retailing And Selling Luxuries: Everything About Shopping Has Changed And It's Never Going Back To The Way It Was -- Part Iii. Putting The Insights To Work In Luxury Marketing : 12. Lessons For Marketing Luxury To The Masses And The Classes, And Everyone In Between: It All Starts And Ends With The Consumers' Experience. Pamela N. Danziger. Includes Bibliographical References (p. 287-288) And Index. This book shows marketing professionals how to position their products to take advantage of the $77.7 billion luxury market. In Let Them Eat Cake: Marketing Luxury to the Masses As Well as the Classes, readers will get the first research-based study of the 15 million truly affluent households that make up the leading edge of the new luxury market. Pamela Danziger notes that the luxury market is changing radically from the conspicuous-consumption consumers of the 1990s. Danziger conducted a two-year research study of luxury consumers with incomes of $75,000 and above and discovered a totally new type of luxury consumer. Called the "butterflies," these most affluent of affluent consumers have emerged from their luxurious cocoons and are turning their focus from the home to the outside world. Designed to give marketing practitioners an insight into what luxury means to the consumer, Let Them Eat Cake covers the natural evolution as today's luxuries become tomorrow's necessities, as products move "from the classes to the masses." Readers will learn: * How to "get it right for the masses" and how to "get it right for the classes" with profiles of companies that exhibit best practices in luxury marketing. * Why luxury isn't about material things or how much something costs. It is how the product or service connects with the dreams, desires, and passions of the consumer. * The different drivers and motivators for luxury consumers. Danziger outlines the purchase behavior and preferences in the nine categories of home luxury products (e.g., furniture, art, antiques), four personal luxuries (e.g., automobiles, fashion), and six experiential luxuries (e.g., luxury travel, spa/beauty treatments). As businesses compete in an increasingly crowded marketplace, Danziger also describes the six key consumer trends in luxury marketing and strategies that marketers can implement to build their luxury brands. Annotation This book shows marketing professionals how to position their products to take advantage of the $77.7 billion luxury market. In & I, readers will get the first research-based study of the 15 million truly affluent households that make up the leading edge of the new luxury market. Pamela Danziger notes that the luxury market is changing radically from the conspicuous-consumption consumers of the 1990s. Danziger conducted a two-year research study of luxury consumers with incomes of $75,000 and above and discovered a totally new type of luxury consumer. Called the ""butterflies, "" these most affluent of affluent consumers have emerged from their luxurious cocoons and are turning their focus from the home to the outside world. Designed to give marketing practitioners an insight into what luxury means to the consumer, & I covers the natural evolution as today's luxuries become tomorrow's necessities, as products move ""from the classes to the masses.""Readers will learn:* How to ""get it right for the masses"" and how to ""get it right for the classes"" with profiles of companies that exhibit best practices in luxury marketing.* Why luxury isn't about material things or how much something costs. It is how the product or service connects with the dreams, desires, and passions of the consumer.* The different drivers and motivators for luxury consumers. Danziger outlines the purchase behavior and preferences in the nine categories of home luxury products (e.g., furniture, art, antiques), four personal luxuries (e.g., automobiles, fashion), and six experiential luxuries (e.g., luxury travel, spa/beauty treatments). As businesses compete in an increasingly crowded marketplace, Danziger also describes the six key consumer trends in luxury marketing and strategies that marketers can implement to build their luxury brands If we were to identify an official birth year of "new" luxury, it would be 1984.