San Diego - As the concern over slow growth and the possibility of a rescission appear to be gripping the overall US economy, the US luxury market continues to see impressive growth. Economic downturn with the home loan mortgage crisis is not playing much of a role in slowing things down as majority of the estimated $1 trillion luxury market is comprised primarily of affluent consumers. As the luxury segments of both the retail and hospitality industries continue to grow at a faster rate than their lower end counterparts, one can conclude that not only is the population of the affluent consumer segment growing, but the wealthy population's share of overall wealth is growing disproportionately to that of the rest of the consumer population.
So as the rich get richer and as computers and technology continue to get more advanced the wealthy are spending more time in the broadband internet world and are beginning to crave more and more luxury from this aspect of their lives as well.
According to a 2007 study by marketresearch.com luxury consumers shop online 5 hours per week on average. Which means those who expect and pay for only the best from your brand are likely to come across it not only while perusing 5th avenue but also while they are actively window shopping online.
As a result, luxury marketers are beginning to invest more into aligning their premium brand image with a premium web experience, making sure to extend that "j'ai ne sai que" quality to all platforms and all mediums their clients are likely to interact with. From desktop tools to online games and discussion boards many companies already recognize the need to appeal to this large segment of potential buyers. The key to success with this new array of tools is using them to maintain that consistent brand message which reinforces your reputation of quality and excellence.
With a changing environment come new opportunities as evidenced by a new generation of advertising companies specifically targeted at servicing the online promotion needs of luxury brands. One such company is Grandview Design, a San Diego based interactive marketing and media company which specializes in creating fully immersive experiences through high-end interactive websites. A good example of an experience customized for the affluent shopper can be seen in Grandview's work for the Golden Coast Castle, one of California's most lavish and expensive properties.
"Our focus is on combining the brand message that is essential to our clients image with great digital content that engages their clients at a whole new level" states Grandview Design partner Youness Scally. "Providing a smart, intimate and customized web experience is essential to generating a deeper connection between wealthy consumers and luxury providers."
Rafael Duke is an independent marketer living in San Diego, California.
About Grandview Design:
Grandview Design is a San Diego-based, full service interactive advertising agency that specializes in immersive brand experiences for the Internet. Grandview Design works with fine restaurants, hotels, and other luxury resorts to provide an innovative web experience to potential clients. Grandview Design's portfolio is available at www.grandviewdesign.com/
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