Luxury Leaders

Hujic, Lida
December 2005
Brand Strategy;Dec2005/Jan2006, Issue 198, p32
Trade Publication
The article investigates a new breed of consumers who reject mainstream luxury brands in favor of individuality. The "New Premium Consumer" has values that combine bohemian creativity, diversity, ethical consumption and socio-political consciousness. The article discusses the key elements that attract the set of people who are more likely to pay a premium for products and experiences that fit their lifestyle.


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