The 6 P’s of Luxury Marketing

A New Model for Considering Consumers’ Buying Behavior for Luxury Brands

©

…11 Biography…………………………………………………………………………………………………13 Bibliography………………………………………………………………………………………….……………5 • People • Product • Passion • Pleasure • Purpose • Price The Pragmatics: Conclusion and Managerial Implications…………………………………………….…14 .……….…………….…………………………3 The 6P’s of Luxury Marketing…………………………….Table of ConTenTs The Luxury Buyer………………………………………….…………….………….………….….

José splurged on an Escalade for Ashley. Trish. and makes between $300K and $500K a year—maybe more depending on his performance bonus. each has different needs and desires. Although from a cash and income standpoint. Meet Trish. New York City and The Hamptons. nice view—but it’s pretty much just sleeping quarters.com © 2007. The divorce meant selling off their extensive personal properties in Utah. he came to the United States from Costa Rica on a student visa to study dentistry. Will owns several guitars. a large 4-bedroom home in Naples. Will recently got his pilot’s license.winsperinc. and is trying to figure out whether his summer weekends on Nantucket. Florida. Each has a different story to tell. a single 30-year-old. which is reflected in the somewhat Spartan bachelor décor. and owns an impeccable wardrobe. Inc. high ceilings. José and Ashley take none of their success for granted. living in New York City on the Upper East Side. Will. professional and financial life. Trish doesn’t need to work. and every evening when he turns into his driveway he’s reminded that his hard work is paying off and he’s living the American dream. including a vintage ’55 Les Paul Gold Top. opening her own shop is a dream from her days in design school when she decorated off-the-shelf handbags and sold them out of her University of San Diego dorm room. they’re affluent consumers. dress and drive the part of someone on the success track. in college. Trish is flush with cash from the divorce settlement. Trish is thinking of opening an upscale boutique (she’s thinking maybe children’s clothing) in LaJolla. José’s dental practice does very well. José. José met his wife Ashley. is trying to figure out what to do with her life. where he pretty much has the run of his family’s place. A major music fan and former rocker. Three people with one thing in common: by anyone’s definition. When she had the baby. not far from where she grew up in San Diego. however.0 www. Will does. She hasn’t worked in twenty years. generating well over $3M in revenue. He’s on the fast track at his firm. Winsper. nor has she even managed the household finances. an American girl. José and Ashley recently bought their dream house. Published—V 3. The couple put off kids while José completed dental school and built his practice. and each is at a different place in his or her personal. Fifteen years ago. Her husband pretty much called the financial shots and Trish got a very generous allowance that she always managed to spend. A key priority now for José and Ashley is saving up for their son’s private school and college and their future children. justifies buying a plane. Meet José. Will is an investment banker with degrees from Columbia University and The B School. Cabo San Lucas. Fiftyish (but passing for fortyish). But they’re also three people who have much more that is not in common. Like his father.6 P’s Luxury Marketing 3 The luxury buyer Meet Will. The car he parks is a paid-for 2002 Volvo wagon. Reproduction Prohibited . Trish is the recently divorced ex-wife of a wealthy real estate investor. several expensive watches and a M-series BMW. He owns a condo—decent location. but they’re now the proud parents of a newborn son and plan on expanding their family. and now that the kids are grown. but she uses it to drive to Costco to stock-up on home essentials.

successful) way. when and how of this highly desirable. and lay out a set of factors that must be taken into consideration during their approach. Inc. Yet.) Failure to recognize these distinctions can result in disconnects when it comes to understanding—and marketing to—luxury consumers.6 hours. brands must effectively do both. This has clear implications for where marketers should approach this demographic. In order to win new customers. and that to be successful. social class and gender. Winsper is introducing the 6P’s of Luxury Marketing©. profitable and important audience. their occupation. What we also want to underscore in this paper is our belief that there is a fundamental difference between communication and connection. luxury marketers need to take a more nuanced approach that recognizes that their consumers may well fall into many different categories—perhaps even down to the individual level. But today’s luxury consumers are more diverse and complex than ever. In this white paper. there’s some evidence that marketers may not have a complete grasp on their customers’ media consumption behavior even at an aggregate level. Moving beyond simple composites of the affluent based on typical demographic data representing the “what” (financial resources) and “where” (zip code) of affluence and consumption. however. Winsper. income or investable assets. ultimately. we will both demonstrate that luxury marketers have to become more granular in how they approach their customers. Comparing how the wealthy see themselves with how marketers perceive them.  Individual differences based on ethnic and cultural background.6 P’s Luxury Marketing 4 As often as not. the marketers surveyed estimated an average of 7.winsperinc. O’Loughlin (2005) Published—V 3. Winsper’s approach allows marketers to align their brands with the who. in Case (2004) Hirschman and Holbrook (982b) Richins (994). also greatly affect the emotion the consumer may feel for a product.com © 2007. and this defines how they purchase luxury goods/services. why. marketers have approached luxury consumers using simple demographic criteria: the zip code they live in.)  Relying on years of experience effectively marketing to the affluent. Winsper rejects any traditional onedimensional approach. a framework that embraces all the touch points between luxury brands and consumers. To help luxury marketers better understand how to communicate and connect with their audience in a more meaningful (and.0 www.1 hours in a week using the Internet. (There is also evidence that the meaning of the goods themselves can evolve over time based on popular perception and the general culture. Using the 6P’s as a foundation will enable luxury marketers to better understand their customers and build longer-lasting. Reproduction Prohibited . the college they attended. more profitable relationships with them. the survey revealed that high-wealth individuals are likely to spend 13.  2 3 4 David. A recent survey conducted for Brandweek by the Harrison Group highlighted this difference. (On an interesting side note.

phone operators. product.0 www. with Published—V 3.” They often express why their brand is different/better with “our quality speaks for itself. and understanding the reciprocity of the “P’s” within this framework.). mass marketing). it’s not up to marketers to define what the key characteristics of a luxury product are.’ After years of one-way monologue communication to customers. Winsper.” or “it’s handmade from only the finest materials” or “because it’s from Switzerland it is made with precision. and typically take the least path of resistance relying heavily on past brand equity. overlooking this fact.” There is also a trend towards greater social responsibility on the part of those with high wealth. PeoPle: THEY BuY FroM PEoPLE One often says (and as often forgets) that ‘people buy from people.g. and heritage to do most of the implied or explicit “talking.6 P’s Luxury Marketing 5 The 6P’s of luxury MarkeTing As we start to define the dimensions of the 6P’s of Luxury Marketing—people. Both are equally important. And that is just the start of the fruitful journey of building brand loyalty. at play. etc. But many luxury brands tend to be passive.winsperinc. reminded the audience of two prerequisites for successful marketing (whether it’s luxury marketing or. pleasure. passion. Kozac’s points: • Listen to the customer • You are not the customer! In other word’s.com © 2007. The former is. at home— and all the places in between. as in the case of Dell. of course. we refer to this give/get model as “image through action. image. the value of people in the buying process is critical to the success of business transaction. Inc. the latter is the value of consumer’s peer-to-peer communications. purpose. at a recent market research conference. Seriously considering the 6P’s as an integrated framework.” Image through action is a two-part equation: how the brand marketer tells its story. or what is pleasurable and what is not. It’s for the consumer to say and for the marketer to listen. The most successful luxury brand organizations have built best practices for the proper training of their brand ambassadors who directly/indirectly touch the consumer (e. customer service. Listening to the customer has led Winsper to define six key areas that luxury marketing must pay attention to. is an example of an emerging social responsibility at the extreme end of wealth. and price—it’s good to keep in mind two key points about marketing. Reproduction Prohibited . These areas—which fully cover what matters most to luxury consumers—have been identified based on Winsper’s years of experience in observing and communicating with high net worth individuals at work. in the luxury sector. Microsoft founder Bill Gates. Specifically. will greatly impact the way luxury marketers approach their customers and allow them to create unique relationships throughout the buyer’s journey. These points were noted by Dell Computer’s Keith Kozac who. marketers now have recognized the need for a dialogue with them. the beginning of the buyer’s journey with the responsibility resting solely on the brand’s ability to begin a personal relationship and execute with excellence. and how well your story is told by others. sales people. Whether someone is selling a product through a channel or using a direct sales model.

a higher price can confer a quality “halo effect”). social. and integrity.6 P’s Luxury Marketing 6 both the money and the time and energy he contributes to the Gates Foundation5. Maintaining integrity is also essential for luxury brands. You merely look after it for the next generation. with consum- 5 6  Beverland (2005) Beverland (2005) Dubois et al.0 www. it is your responsibility to have your brand included in the proper context and for the right reasons. Inc. the theme ‘you never actually own a Patek Philippe. history. Creating authenticity may mean building a compelling story that blends many aspects of a product’s heritage (who has used the product. In short. and cultural events. research shows that the perception of quality is positively linked to price of the product or service (i. a luxury brand will typically have a history. But. connecting with the affluent now implies taking part in local communities. a heritage that gives it an authentic aspect and helps give the brand a unique identity.6 The ‘Begin your own tradition’ campaign conducted by Geneva watchmaker Pâté Philippe. A fourth luxury attribute is price.e. Using emotive. in charitable. the visuals explored the relationship between parent and child. luxury is synonymous with excellent quality.winsperinc. and authenticity. committing to traditional production practices or by using history and culture as referents in branding. (200) Published—V 3. with their young family. as we have mentioned. during what era.6 First. etc. Winsper. are seeing their network of friends and acquaintances expand as their son enters “the right” preschool. This can be demonstrated by ensuring stylistic consistency. history. The price of a luxury product is assumed to be very high.com © 2007. Product: THE six kEY cHaracTErisTics oF LuxuriEs Within the 6P’s of luxury marketing. where the product is made. people have conversations with other people. there is no one size fits all approach here.)  Obviously. especially in comparison to its utilitarian counterpart. is a good example of emphasizing integrity. In this campaign. Second. Through extensive interviews with luxury goods consumers. but there may be ways in which marketing can subtly convey lineage. new products from new companies will lack long histories.. black and white shots that illustrated the heritage and craftsmanship associated with the brand. José and his wife. French marketing professor Bernard Dubois identified six key characteristics of luxury that are inherent in a product and/or its brand.’ underscored multiple product attributes: quality. only now part of her drive will be networking for her business. Trish is likely to continue her involvement in the social causes she was involved in when she was married. product quite naturally plays a central role. Indeed. For luxury marketers. The components are of an exceptional nature and manufacturing the product involves high level of expertise. One might expect investment banker Will to attend the charitable events that his firm sponsors—or attend events that his latest girlfriend supports. Reproduction Prohibited .

while those readily available are less desirable. This does not mean that the product is innately superfluous. luxury can to some extent be superfluous. the indulgent. More likely. Passion: connoissEursHiP sHarEd in rEaL and virTuaL coMMuniTiEs The pursuit of luxury is often a passionate endeavor and the affluent can be very passionate consumers. Rather they share their passion with like-minded people. Erickson and Johansson (985) Lichtenstein et al. Fifth. the Patek Philippe ad campaign. We have to eat in order to live. the only people who can teach things to a true collector are other collectors and hopefully the brand itself.0 www. (988). Consumers who believe the price is an indicator of quality also associate high price with prestige. Whether they’re collectors or not. luxury products are expected to be scarce. History and quality—that 955 Les Paul guitar—may have particular appeal to Will. Winsper. They may know more about the brand than almost anyone else. (993) Solomon (994:50). ‘items that are in limited supply have high value. Clearly.6 P’s Luxury Marketing 7 ers often judging the quality of a product according to its price when choosing between different brands. Collectors are a prime example of passionate consumers. the passion for success in business and professional life is mirrored by passion for the lifestyle choices their wealth enables them to make. passionate consumers are brand advocates respected by their peers and a brand marketers best allies. it is the extravagant. the only people who can teach things to a true collector are other collectors and (hopefully) the brand itself.com © 2007. but we don’t actually have to consume Kobe beef. In the United States today. even useless. Reproduction Prohibited .’0 Finally. the affluent are often able to move beyond meeting needs in their purchases. the lion’s share of wealth is accumulated through business ownership (or sale) and employment compensation.winsperinc. In many instances. connoisseurs or communities of like-minded individuals. 8 9 10 11 Lichtenstein et al. connoisseurs are people who their friends respect for their knowledge. For a number of reasons. Belk.) Passionate individuals rarely stay isolated. with its emphasis on heritage and integrity might have particular appeal to new-father José. (Someone interested in vintage guitars might well tap his friend Will before making a purchase. Rare items command respect and prestige.  In fact. They might devote years to researching every model produced by a watchmaker or car manufacturer. it is their passionate nature that has put them in the position to access the luxuries that comprise their lifestyle. aspects of the product that are not strictly necessary. 995 Published—V 3. Fellow collectors share a faith that has been likened to that of religious believers. The point is that different attributes of different products will appeal to different consumers at different times. we just might want it. Whether they are collectors. Trish might want to order that $40 Kobe beef hamburger just because she can. in particular. In fact. Inc. Because of their means. For our affluent consumers. and move toward indulging their wants.

They must also avoid getting into no-win online battles with brand enemies. Will loves to blog about guitars and has a standing jam session with other like-minded banker/musicians. He has said that ‘Hérmes is not in the luxury business.com cover a wide range of luxury interests. In the offline world. At the individual consumer level. And no matter how complete the sensory appeal of a product is.com or Luxist. Winsper. Luxury marketers need to understand the sensory markers that their different customers best respond to. Messages delivered through blogs and other online forums have become much more powerful than messages broadcast on TV. There are stories about shoe designers arranging to have shoes specially manufactured if the colors and sizes of interest are sold out.winsperinc. the products in themselves are seldom enough. with the aim of solving a problem or meeting a clear need. This means supporting formal associations of users. Hérmes is Published—V 3. or through fond recollection. Inc. support for your most passionate users may also mean indulging your customers in what may appear to be irrational. This sensory fulfillment may come through the selection process. which are inevitably discovered and ‘outed. Jose is actively campaigning to become a city councilman and to get on the board of his son’s school to ensure that his vision and values are reflected in his community. blogs like Blavish.0 www. Because ‘amateurs’ can become the best brand advocates … or the brand’s worst enemies. and determine how to convey those markers. Trish is the travel expert for her group of friends and provides them with information on the “inside track” of what to see and do when vacationing. the Aircraft Owners and Pilots Association have over 400. Pleasure: LuxurY is ExPEriEnTiaL Ordinary product purchases—like trash bags and paper clips—are based on processing information.6 P’s Luxury Marketing 8 Communities of passionate individuals may be large or small.S. online world.000 members in the U. They provide a sensory fulfillment beyond the functional attributes of the item or service. A luxury car owner may fly in a technician just to service his car. from spas to real estate to luxury boats. ‘Amateurs’ (neither journalists nor professional practitioners) who generate word of mouth through ‘social media’ like blogs or YouTube can make or break the reputation of a brand or a new product. who share a passion for flying. as well as avoid the temptation to try to manipulate new media by setting up “fake” blogs.’ with resultant loss of brand (and marketing) face. Christian Blanckaert president of Hérmes (leather goods and other luxury apparel) recognizes this appeal to emotion. luxury products are experiential. through use of the product. but they are highly influential—and growing in influence. Marketers ignore emerging media—or the power of the “Citizen Marketers” described in the recent acclaimed book (of the same name) by McConnell and Huba—at their own peril. radio or in newspapers. In the virtual. marketers need to pay close attention to them. Highchic. Many products and brands have their own blogs and/or customer-created blogs and web sites. impulsive purchasing behaviors. the purchase itself. In contrast. and monitoring and participating in both online and traditional media forums that promote their products and brands. Reproduction Prohibited .com. But support for the most passionate users generally pays back in repeat and word-of-mouth business.com © 2007. Luxury products need emotional marketing to give them that ‘extra’ dimension.

Winsper. the magic and the irrational. sure. she’s transported to Paris. as often as not. The pleasure vs. and make the consumer feel clearly distinguished from the masses. while appreciative of the luxury appointments.winsperinc. the utilitarian and hedonic attributes add value to each other and increasing the personal value of the total offering. It’s an extravagance.6 P’s Luxury Marketing 9 in the dream business. In short. Will. Some luxury brands have launched distinctive limited-edition products and services. the sensory experience matters. they’re both present in a luxury consumer’s thinking. or built elaborate flagship stores that represent a larger brand lifestyle message. BuT iT can aLso BE PracTicaL People often equate luxury with superfluity. the appeal may be more or less emotional. There are a number of ways—beyond concentrating on ‘the dream’—that luxury marketers can help create a sensory experience for their customers. the luxury experience must feel personal to the consumer. Our object is to charm. Inc. the brand is the experience and the experience is the brand. Luxury marketers need to keep in mind that the product appeal—and the balance between practicality and pleasure—will be different for different customers. But this assumption is incomplete. Marketers must be prepared with the information—or with opportunities for direct sensory engagement—that can be employed.0 www. but for luxury goods. to surprise. This is borne out by the inclusion of superfluousness in Dubois’ listing of the attributes of luxury goods.com © 2007. the purpose aspect may be more or less important to different individuals. For José to charter a jet flight back to Naples from a dental conference in Chicago. obviously. the in-flight entertainment system or simply the overwhelming feeling of being successful in life might appeal to one affluent traveler. luxury must be both exemplary in function and form. as needed. PurPose: LuxurY MaY HavE an ELEMEnT oF suPErFLuiTY. but he can afford it and the only commercial flight option gets him home five hours later. Is the plane equipped with the latest Honeywell avionics? What’s its cruise performance? Are the different security features satisfactory? What are the annual operating costs? Yet. but when it’s an Hérmes scarf. but in different weights. one does not come without the other. Use of a private jet is on most people’s roster of luxury. Trish could just throw any old scarf over her shoulders. useful only as a means to display wealth. 12 Blankaert in Collocia (2002) Published—V 3. Ultimately. The quality of the leather seats. is far more interested in checking out features and functions. like Will who holds a pilot’s license and is thinking of getting his own plane someday will eventually take his Piper private jet from Westchester to Nantucket so he can spend that extra hour at the office on a Friday night to help close a deal.’ He contends that marketers should concentrate on the dream. Typically. Others. Reproduction Prohibited . For other brands. the decision may all be about his longing to get back to see his wife and baby as quickly as possible. In short. While the luxuriousness of a good may be a superfluous aspect—giving pure pleasure alone. in right combination. luxuries hold a strong utilitarian aspect as well. more or less rational.

She can still enjoy that luxury. These ‘partsumers’ share cars. without having to own all those homes outright (which. You can only live in one place at a time. (Keeping in mind “Trading Off ” as part of the equation.com © 2007. and memberships cost nearly $400. 13 14 15 Foust (2006) Fourst (2006) Levenson (200) Published—V 3. houses. José might want to purchase part ownership in a resort area in Costa Rica so that he could regularly show off his growing family to his relatives there. Nowadays. enabling the affluent to share the cost of an acquisition they enjoy only a few days a year. As a result. “Trading off ” is more important than “trading up. Fractional ownership of luxury goods has now been introduced. but is more exclusive and often comes with an equity stake. conferring an aura of quality and prestige. thirty years ago. there was a lot more attachment to.000 and $25. let’s face it. fractional ownership would allow Will to have the benefits of private plane ownership. Exclusive Resorts is a good example of fractional property ownership. Inc. yachts. designer handbags are “for hire. maintaining private jets. or forego a purchase entirely. luxury yachts and multiple mansions is costly. Revo250 and P1International offer members a choice of Bentleys. post-divorce she can’t really afford). a marketing professor and Director of Yale’s Center for Consumer Insight. Luxury spending ties up capital that could be used for making money. Trish had gotten used to having access to homes in a number of different locations. places what might be termed “ownership fatigue” in context. without having to deal with the hassles. and value placed on.) Luxury car clubs are also becoming popular. the proliferation of options means less commitment. Luxury toys may depreciate rapidly. But Hollywoodstyle extravaganza aside. During her marriage.6 P’s Luxury Marketing 10 PriCe: THE risE oF FracTionaL oWnErsHiP Price is an important attribute of luxury goods. planes. Ravi Dhar.winsperinc.000 with annual dues between $5.0 www. Homes in their portfolio are worth on average $2. Ferraris. or Rolls-Royces for a certain number of days each year. But neither of those options is much fun.” One alternative would be to buy something cheaper. enabling consumers to enjoy a product temporarily before moving onto the next one. most affluent consumers are well aware of what money is worth and how hard it is to make.” For our consumers. It is inspired by the time-share model. In order to make sure that its members can easily access any given property. Reproduction Prohibited . this company maintains a ratio of six to seven new members to every one house. those things. Winsper. the new equity models from companies like M Private Residences might be slightly more attractive for others. and even handbags. and may well feel more expensive than it’s worth.5 million. people owned fewer things.000. Even for the wealthiest consumers. In some cities. Dhar notes that.

Inc. social or economic trends will have significant impact. Luxury marketers need to be particularly cognizant of what’s happening online: both good and bad news travels fast.0 www. scarcity. Passion — Passionate consumers share their passion in a variety of “old-fashioned” (clubs and association) and emerging (online communities. it also serves a purpose. For instance. Will the investment banker mentioned earlier in this paper. For luxury products. factual information. And none of these are static or isolated. Reproduction Prohibited . pleasure) and his home furnishings (purpose). Luxury customers will place varying weights on the importance of pleasure vs. integrity. purpose. Luxury marketers need to ensure that their customers have the opportunity for sensory connection with their products. non-exclusive networks associated with mass offerings. key cultural. Marketers need to be prepared for all possible combinations. luxury marketers should consider adding this to their mix.com © 2007. Purpose —Although luxury might be superfluous. and cultural events that they support. A luxury experience implies an emphasis on senses and emotions. Luxury marketers should arm themselves with a combination of practical. it is crucial to understand that different affluent consumers respond better to different combinations of these six dimensions. social. and should also consider emotional appeals in their marketing campaigns. Candidly. at the macro level. Aware of the many downsides of ownership. the affluent increasingly favor fractional ownership. Pleasure. Additionally. and ways for customers to connect to the pleasure aspects of their products. While fractional ownership may not always be relevant. will require a different prioritization of cues for his BMW (product. Price — Money matters to the affluent. To summarize some key takeaways: People — People will increasingly rely on strong personal relationships that differentiate their trusted network from larger. Published—V 3. personal relationships based on individual consumers that can evolve over time as opposed to imposing a confining and prescriptive mechanism focused on internal. these combinations will not be the same for all products. Luxury marketers have to take all this into consideration when determining present and future brand management. even if they seem to spend a great deal. which is more or less important to different individuals. passion).winsperinc. and. Each of these dimensions will impact different consumers in different ways. The ways to help forge bonds with affluent consumers include participation in the charitable. blogs). that matter are People. price. the variables. These luxury consumers can be better approached through taking into occasions variables based on their individual needs. his clothes (people. and superfluousness or non-utility. The importance of these dimensions will shift over time as individual circumstances change.6 P’s Luxury Marketing 11 tHE PrAGMAtIcS: concLusion and ManaGEriaL iMPLicaTions This paper started from the premise that the affluent constitute a diverse group of consumers. Product — Luxury products must embrace six key characteristics if they are to be considered luxuries by consumers: quality. or dimensions. services or categories. Pleasure — Pleasure derived from luxury consumption comes from the experience. Most luxury products have a utilitarian aspect. product offerings and marketing campaigns. heritage. These characteristics will mean different things to different people. who tend to spend rationally. Winsper. Passion. wants and values as opposed to a ‘one size fits all’ template. For luxury brands and those responsible for their management and marketing. Product. the true value of the 6P’s is in the ability to establish unique. Purpose and Price.

and can provide luxury brands with a comprehensive tool to develop fine-tuned value propositions for smaller sub-groups. As for José a private jet may be very attractive way to get back to Costa Rica for a visit. Private jet operators communicate well with the audience of C-levels. such as Trish. please contact Sarah Rodgers. For a complimentary assessment and scoring or your brand within the context of the 6P’s. but not a priority today— other than in exceptional circumstances (like really missing his family).com and find out how to apply the principles of this paper to your product or service offering.6 P’s Luxury Marketing 12 company-centric claims. No given offering — or marketing approach — will appeal to the entire target audience. Reflecting on the brand’s 6P’s assets. For further information regarding Winsper’s 6P’s of Branding for Affluent Consumers. 08. please visit http://www. Manager of Business Development. entrepreneurs. Published—V 3. at 6.695. but may miss out on hip-hop artists and wealthy would-be C-level execs of their own business. Inc.0 www. Winsper. The 6P’s system has been tested and readapted many times.winsperinc. This results in better outcomes with a wider audience of affluent individuals. and even for individuals. Reproduction Prohibited . and investment bankers like Will.com © 2007.winsperinc. luxury brand managers can determine what combination of P’s will best impact the targeted segment and deliver the desired interaction.2900 ext.

direct. Inc. public relations. interactive and design capabilities. Jeff was a founding partner of Leo Burnett/Boston. Prior to Mullen. Jeff has helped a variety of companies throughout their lifecycle.0 www. He oversaw all operations. sales. Prior to establishing his current agency.winsperinc.com © 2007. Reproduction Prohibited .6 P’s Luxury Marketing 13 biograPhy Jeff Winsper With a breadth of strategic marketing and business expertise. marketing and services. Jeff was an EVP at Mullen. the nation’s 24th largest brand agency with advertising. Winsper. Published—V 3. with billings of $240M.

Adweek. Collecting as luxury consumption: Effects of individuals and households. HsMAI Marketing review. pp. Inc. HEC School of Management. Crafting Brand Authenticity: The Case of Luxury Wines. Collocia. Cracking The Code On The Ultra-High-Net-Worth Market. (985). (200). Journal of economic Psychology. ‘Butterfly’ consumers emerge from their cocoons. & Holbrook. 2. Vol. ExCLUSIVE RESORTS BUILDING NEW MODEL FOR VACATION OWNERSHIP. Journal of Consumer Behaviour. The Market for Luxury Goods: Income versus Culture. 16. G. 3.6 P’s Luxury Marketing 14 bibliograPhy (2005). National Underwriter / life & Health Financial services. B. pp. Belk. & Cova. 24-24. T. pp. 33. B. pp. Clued in. 45. (2003). 82-88. K. 2. Vol. M. B. M. 1. B. Consumer rapport to luxury: Analysing complex an ambivalent attitudes. W. 42.0 www. Vol.com © 2007. Securing a Share of Paradise. J. The Role of Price in Multi-Attribute Product Evaluations. 2. (2005). Hausherr. Citizen Marketers — When people are the message. B. (200). pp. Reproduction Prohibited . (2006). 35. Danziger. P. Hotels. Journal of Management studies. M. How to keep customers coming back again and again. Vol. & Duquesne. pp. On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Mass market. pp. pp. pp. & Czellar. B. 5. (200). Unity Marketing. Beverland. P. 3986. Carbone. A. Dubois. Journal of Consumer Research. Revisiting Consumption Experience: A More Humble but Complete View of the Concept. 267. L. Upper Saddle River: FT Prentice Hall. 477. Foust. 39. 27. Laurent G. (200). Caru. Business Week. Vol. 2.winsperinc. 23-23. Vol. 111. Winsper. Vol. 50. Vol. pp. 2A. M. The New Guidelines To Luxury Brand Marketing. Vol. R.. (2004). Vol. & Johansson. Case. VOL. S. (2003). SR6-SR8. european Journal of Marketing. PP.. Marketing theory. Media Asia. 3. Connell. D. Chicago: Kaplan. (993). J. 95. (2002). pp. 003-029. (2004). The changing face of the affluent consumer. Erickson. P. (995). P. & Huba. pp. Published—V 3. 1. Vol.. 16-24. Addis.. Dubois. M. (2006). J. 1. 1.

The Experiential Aspects of Consumption: Consumer Fantasies. Valuing things: The public and private meanings of possessions. 234. G. Vol. pp. Price Perceptions and Consumer Shopping Behavior: A Field Study. E. New York: St Martin’s Press. Market Research Association — Southern California Chapter. M. Robert Plutchick and Henry Kellerman ed. (994). Journal of Marketing. B. (993). E.com © 2007. Correlates of Price Acceptability. D. M. pp. emotion: theory. 33. 4. 243. 2. pp. Aspect of consciousness and personality in terms of differential emotions theory. Vol. O’Loughlin. Reproduction Prohibited . Hedonic Consumption: Emerging Concepts. pp.6 P’s Luxury Marketing 15 Hirschman. 21. 504. Inc. & Holbrook. research and experience. M.. pp. & Holbrook. Consumer Behaviour: Buying. Ridgway. S. Vol. 2. K. pp. 32. Methods and Propositions. Reality. Luxury Marketing: Perception vs. Las Vegas. 22-28. 46. having and being. 84. D. E. N. 46. (980). E. (982b). Vol. Vol. & Bonabeau. R. Vol. and Fun. L. 3. 21-22. Academic Press: New York. Vol. Conspicuous Consumption. Journal of Consumer Research. 55. 9. (994). C. C. R. Journal of Marketing Research (JMR). 15. W. Journal of Consumer Research. B. M. (200). Journal of Consumer Research. R.winsperinc. Brandweek. (200). From Research to design: Understanding users to drive an outstanding product experience. E. Richins. 4. Pedraza. pp. (2005). Fortune (038558). Kozac. & Netemeyer. Mason. P. M. (2006). Solomon. & Black. The Fractional Life.. 80-8. Lichtenstein. Published—V 3. (982a). & Buechler. Izard. S. (98). 3. C. What Is Luxury Without Variety? Harvard Business Review. Lichtenstein. R. Boston: Pearson Allyn & Bacon. pp. Vol. Bloch. 2. 30. M. H. Hirschman. C. (988). Feelings.0 www. Levenson. Winsper.

Sign up to vote on this title
UsefulNot useful