Feel Free Read Meet the HENRYs: The Millennials that Matter Most for Luxury Brands RTF
“For years, we have been warning about the new wave of consumers who will change the way we shop. They are now here and they’re called HENRYs (high earners not rich yet). HENRYs have huge buying power but most importantly, a different set of values in how they think about and consume luxury. Pam’s book is a treasure trove of insights and examples on how to appeal to these new consumers. Brands (new and old) must adapt to the new definition of luxury, moving from a focus on aspiration to one of inspiration while still providing meaningful value (and values) to this consumer.” —Neil Stern, Senior Partner at McMillanDoolittle, Chicago-based retail consultancy“This book will help anyone understand what successful brands are doing that's unique. We are living in a time that is different from anything before it and Pam Danziger's new book helps readers see which consumers are important for success, why they're important and how to reach them.” —Richard Kestenbaum, Partner, Triangle Capital LLC and Contributor to Forbes(on-line).“The most exciting new consumer brands – like Shinola and Canada Goose – aren’t just winning with Millennials, but by resonating with HENRYs. In Meet The HENRYs, Danziger shines a light on this overlooked consumer that needs to be top-of-mind of every brand marketer.” —Dave Knox, Marketing & Innovation Consultant, author of Predicting The TurnThe Millennials you NEED to knowFor the foreseeable future, millennial HENRYs (High Earners Not Rich Yet) will be the consumers that every brand manager, marketer and retail executive will need to know well. This subset of the largest generation of Americans, earns between $100K and $250K – the income cohort that accounts for 40 percent of all household spending. Most important however, these are the consumers who are on track to become the ultra-wealthy ($250K +) of the future. In this forward-looking book, retail expert Pam Danziger examines trends and profiles emerging disruptive brands that millennial HENRYs are drawn to, and she explains how many of these innovative brands are setting themselves apart from the traditional top-tier luxury brands. She also takes you on a deep-dive into the steps the smartest of the traditional luxury brands and retailers are taking to keep up with a new generation of consumers who are anything but traditional in their approach to luxury spending. Practical Advice that You Can UseIn addition to explaining why they are the customers to watch and learn from, Danziger reveals 15 qualities and types of luxury that appeal to these younger trend-setting HENRY shoppers. You’ll gain new perspectives on brands that deliver on convenience, simplicity, health and wellness, discovery, authenticity, and of course, performance. This road map to the future of the luxury market will leave you with SIX transformative approaches to brand positioning that will help you create a brand that HENRYs love.
