WISS Session 3 - The Evolution of the New Luxury Consumer

The last 18 months have seen a massive shift in the types and channels of luxury goods consumed. Millennials turning 40, changing attitudes toward diversity, heightened focus on the environment and COVID all have a significant effect on how the affluent are choosing to spend their discretionary dollars. But did you know it has had a significant effect on the your customer journey and their purchase behavior? Don't get caught being tone deaf to these new attitudes or your brand may be stuck in the "old" way of reaching the luxury buyer.

In this seminar, we explore changing purchase behaviors and how the luxury market is tackling them with expanded and forever changed marketing tactics. We'll look at some resilient luxury brands in parallel markets like fashion for insights and also look at some failed attempts. The attendee will leave with a list of new ideas to try at their winery based on case studies, current research, trends and analytics.