Luxury customers don't consider their lives luxurious

By Staff -- Home Textiles Today, 8/17/2007 10:23:00 AM

Stevens, Pa. -- A new survey find that most affluent consumers don't consider "high-end luxury living" a big part of their lives.

The second-quarter Luxury Tracking Report by Unity Marketing, based on a survey of some 1,000 luxury consumers (average income $155,500 and who spent an average of $15,283 on luxury in the second quarter 2007), found that only about 10%of affluent consumers live the kind of luxury lifestyle where buying top-of-the-line brands is the norm.

Fully one-third of the affluent consumers surveyed said that while they have been fortunate to enjoy luxuries in their life, "luxury is not a part of my lifestyle."
Another 27% admitted to scaling back on some purchases to afford luxuries in areas that really matter to them, but for those occasional splurgers, high-end luxury living is not a part of their every day life, either.

Unity Marketing president Pam Danziger purveyors of luxury goods to make sure the values represented by their products and services align with what is really important to the customer, emphasizing the superior quality, workmanship, materials, or service that they provide to make customers see why it is worth trading up to their brand of luxury item.