The Luxury, Affluent, and Wealthy Market Segments: Part 1

At the request of many marketers who have heard Bob Shullman state at industry conferences that the upscale marketplace is in reality multi-faceted, this Insights brief (part 1 of 2) focuses on the following three overlapping upscale consumer market segments:

  • Buyers of luxury in the past twelve months
  • Affluent consumers: adults with household incomes of $100,000 or more
  • Wealthy consumers: adults with personal liquid assets of $1 million or more

Just as there are six degrees of separation in our personal circles, there are also degrees of separation when it comes to understanding what makes the American upscale consumer tick. And at the root of that understanding, especially for marketers targeting these consumers for their luxury goods and services, wealth services, or other upscale offerings, it is vital to understand how household incomes, liquid assets/wealth, gender, generational differences, marital status, and educational attainment all factor into the differences across the luxury, affluent, and wealthy market segments. In that sense, this brief — part 1 of a two-part series — provides a focused and detailed picture of the multi-faceted upscale market segments’ demographics, with the caution that the three upscale segments profiled in this brief and the one that will follow are decidedly not all alike.

The following eight exhibits are included in this Insights brief:

  • All luxury, affluent, and wealthy consumers
  • Household incomes
  • Liquid assets
  • Gender
  • Generations
  • Education
  • Marital status
  • Principal residence

Next brief will focus on the following three topics:

  • The upscale market segments’ activities and psychographics
  • The upscale market segments and luxury
  • Communicating with the upscale market segments

To purchase a copy of this Insights brief, including all the details and exhibits, for $249.00, please click below.

Amazon: Disruption and Innovation in the Luxury Markets

Amazon: Disruption and Innovation in the Luxury Markets
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