When it comes to the ‘luxury sector’, Lorre White “The Luxury Guru” is a media icon and is considered 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. Lorre is on TV, Radio and Magazines with educational /entertainment information about the luxury sector.
Her luxury news www.LuxGuru.Typepad.com goes right to the inboxes of many UHNW globally.
“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!
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