ATTRIBUTES OF LUXURY BUYERS
Presented by Frédéric Nguyen Eichholzer, MBA2B, IEMI-CMH
The Luxury Buyers file is comprised of brand conscious consumers that enjoy the prestige of shopping for luxury brands.
The luxury buyer represents unparalleled opportunity for most consumer marketers, and that opportunity transcends the volatility of the marketplace.
LUXURY BUYERS THE ELITE * High net worth individuals immune to economic fluctuations * The traditional segment of luxury industry * As the luxury lifestyle * Looking for the best (the best of the best) and exclusivity * The need to meet with people from the same background
LUXURY BUYERS THE ASPIRANT * An affluent clientele * Looking for a "status" * The importance of appearance
LUXURY BUYERS THE NOTICE * A customer more difficult to identify * Looking for the best value at the best price * Of heavy Internet users
LUXURY BUYERS THE EXPLORER * Open a client to pay the high price of a benefit * Looking for an extraordinary experience * The need for learning and thinking outside the box
LUXURY BUYERS THE ASSETS * A young affluent - intelligent, independent and educated * The need for useful and relevant information and the rejection of hype * Looking for adventure, authenticity and active participation * An informal lifestyle and often binding * Time is precious
LUXURY BUYERS * In this segmentation, it is important to add ... THE OCCASIONAL
* Customers of more modest revenues * A passion that encourages spending * An opportunity that is worth to be highlighted * A desire to "pay the luxury"
• Luxury buyers influence the customer service quality in luxury brand values. • Luxury buyers prefer excellent service, differentiation, quality, emotion... • Many newly rich emerging in Africa, Russia, India, Brazil and China.
Chinese becoming top luxury buyers In 2011, the Chinese bought more Lamborghinis and RollsRoyces than anybody else in the world. In time for Chinese New Year, Rolls is unveiling a “Year of the Dragon� model with hand-embroidered versions of mythical animals on leather headrests. Prices start at $1.6 million.
DIGITAL MARKETING FOR LUXURY BUYERS Digital Marketing offers for luxury buyers online experiences based on segmentation, emotional, performances, attraction, cultural, heritage, history, arts, engage, expression, luxury must, interests‌ F.N.E, MBA2B, IEMI-CMH