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New Luxury

By: Pam Danziger
Posted: May 3, 2007, from the May 2007 issue of GCI Magazine.

page 7 of 7

To prepare for the future, luxury marketers must understand the unique desires of the young affluents, how they express luxury in their lifestyles today and how they will do so in the future. Understanding the young luxury consumers is critical for marketers to target their marketing communications, advertising and product development efforts effectively now and for years to come. n GCI

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This article was adapted from Pam Danziger’s latest book, Let Them Eat Cake: Marketing Luxury to the Masses—as well as the Classes (Chicago, IL: Dearborn Trade Publishing, January 2005) which deals extensively with the psychology and purchase behavior of the luxury consumer. It is used with permission.

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