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