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Market Analysis and Guidance 2015

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Market analysis and guidance for luxury and design marketers. Brands need to deploy disruptive strategies to elevate themselves above the din. The cost of marketing is increasingly prohibitive - collaborations are increasingly more important. This presentation also provides a sneak peek into 'The Laws of Luxury;' my most requested keynote speech.

Publicado en: Empresariales
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  • I hope you find wisdom and direction in the deck. I apologize that it appears catawampus; not sure what happened. Please visit www.thehometrust.com and www.affluentinsights.com. Also, let me know your thoughts on the presentation. Write me if you'd like a clean copy.
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Market Analysis and Guidance 2015

  1. 1. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com. Christopher P. Ramey Affluent Insights / The Home Trust International 561.876.8077 / cpr@AffluentInsights.com www.AffluentInsights.com / www.TheHomeTrust.com 2015LuxuryMarketAnalysis+Guidance
  2. 2. The luxury market grew 7% in 2014* The only negative luxury category was ‘Design Furniture.’ *Bain & Company This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  3. 3. The opportunity to successfully market to the affluent has never been greater, or more difficult and complicated. Traditional marketing strategies are now impotent. *Capgemini, July 2014 The global population of high net worth individuals (HNWI), those with minimum investible assets of $1,000,000, grew to 13.7 million in 2013.* This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  4. 4. Affluent Americans, coupled with the substantial number of HNWIs who visit and desire to live in North America, represent a significant opportunity for marketers who understand the necessary criteria to successfully market to the affluent. We call this criteria the Laws of Luxury. *Capgemini, July 2014 4.3 million HNWI’s primary residence is in North America.* This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  5. 5. Ramey’s Laws of Luxury 80% of the affluent were raised in a middle-class home. They haven’t lost the values their Mom taught them.* The one commonality amongst the affluent is they save money. This intellectual conflict requires unique marketing, messaging and tactics to be successful. *American Affluence Research Center This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  6. 6. Ramey’s Laws of Luxury Wealth is fluid. *12% of Americans spend a least one year in the ‘Top 1%’ of income distribution (approx. $400,000). 39% will, for a minimum of one year, be in the ‘Top 5%’ of income distribution ($170,000). Your prospective market may be larger than you realize. *Mark R. Rank, Thomas A. Hirschl, Cornell University
  7. 7. Ramey’s Laws of Luxury Luxury is subjective. Never judge or use terms that reflect your opinion; what’s luxury to you is likely status quo to a HNWI. It is entirely possible that their G650 is a necessity. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  8. 8. Ramey’s Laws of Luxury Every luxury brand has a narrative that supports its unique and distinct point of view. You should be so distinct that your only competition is yourself. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  9. 9. Ramey’s Laws of Luxury Luxury brands sell ‘desire for brand’ first. Product second. Leading with product and price is a mass market strategy; likely the single biggest difference between a mass marketer and a luxury marketer. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  10. 10. Ramey’s Laws of Luxury The affluent judge brands and products in context. You are defined by the brands with whom you associate. Luxury brands routinely collaborate to leverage relationships, expand exposure and increase ROI. Collaborating is particularly essential for products and services that are purchased infrequently. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  11. 11. Ramey’s Laws of Luxury Luxury brands have a global presence. The affluent expect their ‘big ticket’ resources to have a global presence. This is one of the reasons why organizations such as Luxury Portfolio, Relais & Châteaux, The Home Trust and Leading Hotels are so successful – they provide global presence. The affluent are increasingly relying on peer alliances. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  12. 12. Ramey’s Laws of Luxury Luxury brands go wherever their affluent best prospects may be. Luxury brands insert ads where they’re not expected to be seen. They know they’re often invisible if their presence is expected. Architectural Digest is dominated today by luxury brands from outside the home category because it’s not where they’re expected be found. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  13. 13. Ramey’s Laws of Luxury Social media is grossly overrated. Actually, every medium by itself is overrated. We live in an omni-channel world where you need to be wherever the affluent may be. Social media alone, like publishing, events or PR alone, isn’t enough to drive new sales. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  14. 14. Ramey’s Laws of Luxury The most successful brands are actively collaborating to find new clients. There is no ‘one best advertising medium.’ Your best affluent prospects are scattered between media. Worse, the cost of advertising is increasing, further causing your ROI to decrease. Hence expanding collaborations to lower costs and increase return on investment is the obvious strategy. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  15. 15. Ramey’s Laws of Luxury Luxury marketers aren’t so arrogant as to believe everyone or anyone knows their brand. If Louis Vuitton, Hermès and Cartier must continuously advertise to increase awareness and drive revenue, then you probably do too. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  16. 16. Final points: 1. Luxury is growing. One exception: ‘Design Furniture.’ 2. Unless you’re a ‘top of mind’ category, your most critical issues are awareness, point of view and distinction. 3. Marketing to the affluent is more complex. Last year’s marketing strategies will fail you in 2015. It is essential to:  Expand your brand awareness.  Create omni-channel strategies.  Collaborate with kindred spirit brands.  Define and promote your brand narrative. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  17. 17. The Home Trust International www.thehometrust.com The Home Trust acts as marketing cooperative to provide omni-channel/unique and counterintuitive marketing opportunities. The result is Home Trust members exponentially expand their brand presence, distinction and sales at an affordable cost. Home Trust membership is reserved for providers of products or services for luxury homes. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  18. 18. Chris Ramey is the most quoted executive in the luxury segment and one of the world’s foremost authorities on messaging, marketing and selling to the affluent. Consulting – Ramey’s past and present clients have ranged from luxury hotels, cruise lines and yachts to Interior Designers, retailers, decorative showrooms and manufacturers. He consults with insights reflected by the breadth of his clients. Regardless of your category, Ramey can help you increase your sales and profit to luxury customers and affluent clients. Keynotes and Seminars – Ramey is a highly sought-after keynote speaker and moderator. His presentations are energetic, entertaining, educational and actionable. Paris, France Medellín, Colombia Palm Beach, Florida USA This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com.
  19. 19. This presentation is the property of Affluent Insights and Christopher P. Ramey. Any unauthorized copying, disclosure, use or distribution is strictly prohibited without the express written consent of Mr. Ramey. For more information please contact Chris Ramey at 561.876.8077 or cpr@affluentinsights.com. Christopher P. Ramey Affluent Insights / The Home Trust International 561.876.8077 / cpr@AffluentInsights.com www.AffluentInsights.com / www.TheHomeTrust.com

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