Features

*

What’s luxury? Why brands need to learn the difference between Kanye and the Queen

Published by

What do Kanye West and the Queen have in common? Well, by current marketing standards, quite a lot. Both of these cultural icons are wealthy and fall into a complex demographic category: high net worth individuals (HNWI).

While marketers tend to view this as being one homogenous group, in reality the only connective tissue linking people with the category is the money they have.

While historically considered a 'niche' audience, the luxury sector is now anything but. Sweeping categorisations, particularly within the world of

 

This content is for members only

Click below to activate your Free Registration

Get Access

Already a member? Login here

 

Comments

More Features

*

Features

The most sought after celebs of 2018 and ones to watch next year

2018 was the year when Harry married Meghan, Cardi B went stratospheric, and football brought the world together. Shutterstock has analysed search and download data to determine the past year's most searched for newsworthy names and events around...

Posted by: Shutterstock
*

Features

Why the right music is key to cracking Christmas campaigns

By Heather Andrew, UK CEO, Neuro-Insight... With Christmas ad spend set to hit an all-time high, the race is on again to achieve the coveted most memorable ad. Previous years have taught us that the aim of the game with festive spots is emotional...

Posted by: Industry Updates
ad: Blutui-Leaderboard