Let them eat cake : marketing luxury to the masses-as well as the classes

Select an Action

Title:

Let them eat cake : marketing luxury to the masses-as well as the classes

Author:

Danziger, Pamela N.

ISBN:

9780793193073

Personal Author:

Danziger, Pamela N.

Publication Information:

Chicago, IL : Dearborn Trade Pub., c2005.

Physical Description:

xix, 299 p. : ill. ; 24 cm.

Contents:

1. Today's luxury market -- 2. New luxury - old luxury is about the "thing," new luxury is defined by the experience -- 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 luxury consumers - field guide to the new luxury consumers -- 6. Luxury home products - the products that deliver to people's 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 -- 12. Lessons for marketing luxury to the masses and the classes and everyone in between - it all starts and ends with consumers' experience.

Abstract:

"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.

Subject Term:

Affluent consumers -- Psychology.

Luxuries -- Marketing.

Consumer behavior.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020394231	658.8343 D199L 2005	1	Searching... Unknown

Bound With These Titles

On Order

Summary

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 USD75,000 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. 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). describes the six key consumer trends in luxury marketing and strategies that marketers can implement to build their luxury brands.