WHITE Digital • 2016-11-02
Long live the difference! Luxury is tailor-made lifestyle: hand-made shoes, the unique mechanical watch, the very own fragrance, … Individualisation and “made to measure” far away from mainstream is in vogue. The WHITE Digital Luxury Study 2016 examined why this is the case, who goes for it and which role the different environments play in the encounter with luxury products. Within the study a group of five male and five female millionaires exclusively provided answers to the market researchers’ questions for the first time. With surprising results: luxury buyers are just as special in their buying and information behaviours as their preferred products – and this has consequences for brands, trade and communication.
Find out more here: http://www.white.de/digital-luxury-study-2016/en/