6. Luxury Consumption, Seen Under a Contemporary Light

Nowadays, the luxury consumer is a sophisticated, tech-savvy and socially conscious shopper that engages with marketing messages differently than in the past. The “always connected” customer will research potential purchases carefully, collect reviews from trusted sources, and take into account the entire shopping experience before making a purchase. This method of researching, reviewing and shopping requires brands to find a new way to build a relationship with the customer that is different from traditional marketing methods. For luxury brands, they will need to create methods to attract their high-end customers. Understanding their needs, buying habits and behaviors become increasingly important to creating a targeted experience along all touch points of the customer journey, in an effort to build brand awareness and interest.