WOMAN of ACTION™ – Lorre White talks to You…

  

 

 

When it comes to the ‘luxury sector’,

Lorre White “The Luxury Guru” is untouchable; a true LUXURY ICON. 

 

Lorre defines luxury as a “quality of life”, not simply amassing quantity.  It is an enlightened approach to living”.. Private jets to Perfume, Yoga to Yachts, Exotic cars to Candle, Watches to Wines ….Lorre is the internationally recognized luxury media expert on TV, Web, Radio and magazines!

When it comes to the ‘luxury sector’, Lorre White “The Luxury Guru” is untouchable; she’s also the CEO of White Light Consulting an international luxury marketing consulting company helping their clients reach and maintain the wealthiest 2% globally. “White Light means integrity, and we work with luxury brands to maintain their luxury brand integrity”, said MS White when asked about the meaning behind her company’s name. Most marketing people I have met do not even know what class marketing is; they cannot even distinguished the difference between blue chip companies and luxury brands. I was one of the first to study the specific motivations of the wealthy back when I was in university and this became my unique niche focus. This group responds very differently than the other 98%.  You have to toss out most of what you learned in regular mass marketing. Today, top Universities offer Luxury MBA programs. The UHNW is a very large group when measured in dollar terms, and a very small group when measured by individuals.  These are the taste makers & trend setters and they need a riffled approached instead of a mass market shot gun approach to marketing.  “People with unlimited financial resources are unaffected by traditional approaches to luxury; they must be reached emotionally,… in holistic ways” stated MS White. Lorre is in the unique situation that not only luxury brands listen to Lorre about how to reach this demographic, but the actual UHNW listen to her too!           

Most people not working in the luxury sector know Lorre as “The Luxury Guru”, the media icon.  Lorre White is to the wealthy, what Martha Stewart is to the middle class. While Martha teaches housewives how to live well beyond there means by making it themselves, Lorre shows her followers where buy the best of the best no matter the price.  Half of the world’s wealth is controlled by the top 2% of the population.  92 % of the world’s UHNW (Ultra High Net Worth) is new money, and 80% of them have had it only 10 years or less.  This means that the ones controlling most of the wealth globally are not brand aware. Lorre is the trusted insider that they rely on learn about luxury brands, new products, jet set events, and all things relative to this small elite group.  “Luxury brands that use to just be able to ride on their reputation, must now aggressively educate these individuals about their brand.  “These individual did not grow up with the old luxury brands.  I educate them on being able to distinguish the differences. The UHNW has the lowest response rate to traditional ads and they respond best to the influence of peers; my shows are affective in reaching this group” said Lorre.  

She also has a popular luxury blog www.LuxGuru.Typepad.com with a wealthy following. 

MS White defines Luxury as “the best of any art form, and like any art, luxury is defined by its ability to evoke an emotion…and like any great masterpiece, quality is inherent.  Luxury comes in every category.  It is something that separates itself from the others by uniqueness and evoking pleasure.  Not all luxuries have an expensive price tag but often the rareness, and the increased time to produce quality and the more expensive components of “the best” does drive price too.”  Because everyone loves luxury her following is expanding organically.  Because of the popularity of the topic, it attracts many people. “Just as an art history major may never afford to own a Michael Angelo, Picasso or Monet” said MS White, “they still go to the Museum to study them.  My shows are much the same way.  It allows everyone to learn about the best art of man, more generically categorized as luxury.  Not all luxuries are as expensive as a yacht or a jet.  But the wealthy are the hungriest to learn because they can participate at all levels, but any appreciator of art, enjoys learning about the master pieces.” 

She claims that others have failed at reaching this coveted group because “they just ran video without a personality, and it just became a series of ads, as there was no feeling of trust by the viewers.”  The power of the personality is seen when Oprah, a multimedia icon for social awareness, mentions some obscure book and the next day it is on the top sellers list.  A trusted media personality is what creates the invitation to return, the trust that you can believe what is being presented and gives power to the channel. Lorre is the only luxury media personality and has a long success record of working in the luxury field.  She offers a trusted insider’s perspective on luxury. 

 There are 2 types of Luxury Consumers: The aspirational and the UHNW or as she calls them “the already arrived”.  The fashion industry depends on the first category for up to 80% of their sales.  This is why the fashion industry was hit so much harder in the global recession than the private jet companies which have exclusively UHNW and so they are not as affected by the slow down in the economy.  The truly rich can loose half of their net worth and still be rich.  If you’re worth a billion and you loose half of it, you’re still rich.  The higher up, the more autonomous they are, and even if having lost ½ their net worth….they still are incredibly rich. The very rich are also usually more internationally divested and so they take less of a punch.  It is a paper loss to them until the economy turns around.

 

She who influences the world wealthiest….. wields a great deal of Power!

 

 

 

Lorre , LUXURY on a Budget:

http://itunes.apple.com/au/podcast/universe-of-luxury-blog/id274691909