Survey Reveals Luxury Marketing Gaps

NEW YORK A recent study by Echelon Marketing Group revealed luxury marketers need a better economic understanding of their target, the most affluent consumers in the U.S., and more effective means of reaching them.

“Marketers rely primarily on four categories of data—demographic, geographic, behavioral and attitudinal—however, luxury marketers not so much,” said Echelon president Don Neal. “To understand who can afford expensive products and the impact of money on their attitudes and behaviors, they also need to consider a fifth category based on economic insights.”