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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. Sustainability emerges as top fashion sourcing priority: McKinsey
  2. Loro Piana documents cashmere’s origins in craft conservation effort
  3. Sotheby’s Realty arms agents with bespoke marketing toolkit
  4. Snapchat tests automated ads to ramp up relevancy, ROI
  5. Top 5 brand moments from last week
  6. Bentley, WeChat, Surface Media, Selfridges and Estée Lauder – Live news
  7. Coty considers selling professional division to focus on luxury, cosmetics
  8. Luxury Daily releases 44-page State of Luxury 2019 report polling industry insiders
  9. Milan partners with WeChat to connect with Chinese travelers
  10. Estée Lauder shares global glimpses of love for fragrance launch
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