Lap of luxury

Zid, Linda Abu-Shalback
September 2005
Marketing Management;Sep/Oct2005, Vol. 14 Issue 5, p5
This article deals with the study conducted by Unity Marketing among high-end consumers about selecting luxurious items or services. In all three major categories of luxury--for the home, personal luxuries such as fashion, jewelry, cosmetics, and cars, and experiential luxuries such as travel, dining, and personal services--about half of the consumers indicated that they only occasionally, rarely, or never select the more luxurious offerings and opt instead for the ordinary everyday brands. Just more than one-third of the consumers often select luxury in the three major categories, whereas the remaining 15 percent always or almost always go first class. Within each of the major luxury categories, a higher percentage of luxury consumers go luxury for specific items.


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