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Marketing

Geography is much better indicator of customer behavior than age

April 20, 2018

Most of luxury's growth has been driven by geographic expansion. Image credit: Ermenegildo Zegna

 

By Danny Parisi

LISBON, Portugal – For many luxury brands, focusing too heavily on arbitrary customer demographics such as age is far less effective than focusing on their geographic location.

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  1. Day's wrap: Neiman Marcus, Rolls-Royce, Tamara Mellon, Nordstrom, McLaren and 24 Sèvres
  2. Gucci, GQ head to Iceland for latest short film
  3. Fendi looks to incite fashion frenzy with drop
  4. Register now: Women in Luxury conference New York, May 9
  5. Announcing: Luxury Marketing Forum New York Sept. 26
  6. Influencer marketing brings relationship building into digital age
  7. Bloomingdale's gamifies in-store shopping through Snapchat filters
  8. Announcing Luxury FirstLook 2018: Exclusivity Redefined, New York, Jan. 17
  9. Neiman Marcus debuts experiential gift ideas in Christmas catalog
  10. Emotions drive purchase decisions, not logic: Forrester
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