Power Purchase

In spite of achieving wealth and success, the majority of Affluents are not inclined to flaunt their wealth and have very strong opinions about excessive displays and ostentatious fashion. This does not mean that Affluents are not attracted to luxury brands per se, rather that their sense of personal value is not tied to the possession of a specific brand. Aspirationals, on the other hand are strongly attracted to more affordable badge items like luxury cars, fashion and accessories as a symbol of their success—sometimes to the detriment of their long-term savings goals.

Unfortunately, the media and marketers tend to focus on the most extreme manifestations of the successful Black lifestyle represented by today’s professional athletes, rappers and other celebrities. Affluent and middle-class Black families belong to yacht clubs, travel internationally, golf, ski, go to church, raise money for good causes and socialize with their Black counterparts. They may live a suburban lifestyle while their children attend private schools, take music lessons, and have access to all the latest technology.

Related Reports:
Menswear in Denmark
Forecast For Luxury Travel Through 2010 Trend Report
Used Merchandise Stores
Wealth Profile: Saudi Arabia
Wealth Profile: Germany
Wealth Profile: UK
The Affluent Consumer Market in the U.S.
Wealth Profile: UAE
Wealth Profile: China
Wealth Profile: France