By Pamela Danziger
This booklet exhibits advertising execs tips to place their items to exploit the $77.7 billion luxurious industry. In &I
Read Online or Download Let Them Eat Cake: Marketing Luxury to the Masses - As well as the Classes PDF
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Additional info for Let Them Eat Cake: Marketing Luxury to the Masses - As well as the Classes
So during the 20th century, luxury became a word that described a product, an industry, an objective thing. It came to mean something expensive, affordable only to the rich, an object of transcendent quality, the best of the best. ” For most of the 20th century, luxury has described the lifestyle of the elite, the things they buy, and the places where they live. Carriage trade retailers, like Tiffany, Bergdorf Goodman, Barneys New York, and Saks Fifth Avenue, were its purveyors. Luxury was available only to the rich, and the price of entry into the luxury lifestyle was a big, fat bank account.
The KitchenAid brand has a unique historical perspective within the luxury market. ” “Our first product was the stand mixer back in 1919; then in 1949 we introduced the dishwasher. At first the mixer was a fixture in the farmhouse kitchen. It was totally utilitarian, and mixers were bought at the grain elevator or hardware store. The story of our mixer in the luxury market is from mass to class since we were retro long before retro was cool,” Maynard says. Maynard concludes: 30 Let Them Eat Cake We look at our products as classics in terms of design and performance.
But they found as they matured from adolescence to adulthood that the realities of living in 20th-century America demanded compromise. So they turned their youthful energy toward building careers, getting married, having children, and accumulating the trappings of wealth. S. Bureau of the Census 2002 $27,828 45,330 53,521 59,021 47,203 23,152 $42,409 % CHG 98% 91 80 87 96 81 89 Today’s Luxury Market 13 Today the boomers’ drive to affluence For this generation, luxury and luxury is very different from that of is not so much what I their parents’ generation.