coordinated to create an engaging and lasting
sensory experience. Luxury is essentially an
emotional connection to a product or brand
and retailers are ensuring that not only the
super-rich, but also the upscale buyers are
pampered and made to feel special.
“Luxury branding has always been about an
intimate knowledge of your audience and how
to create the right reputation. Defining luxury
is as much an art as it is a science, but inspiring
unforgettable experiences and building
relationships in this market is paramount,”
concludes Jeremy.
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the rise. And with a predominantly youthful
demographic, the youth are looking for
products that convey the right image, and
follow the latest international trends including
technology and clothing brands.
Luxury goods retailers have identified this
trend and are rapidly investing in the current
infrastructure shortfall to accommodate the
growing thirst for luxury brands in these
emerging markets, where bling is still king.
Consultant Bain & Co says 60% of Africa’s dollar
millionaires live in South Africa, which is the
region’s largest economy.
“The real opportunity is … the emergence of
the new middle class," says Claudia D’Arpizio,
a partner at Bain. Luxury marketing is thus a
highly sought-after niche industry where every
brand interaction needs to be strategically
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“Luxury branding has always
been about an intimate
knowledge of your audience
and how to create the right
reputation.”
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