Personas To Plan By
The Passport Posse
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The Passport Posse are those who migrate from city to city, doing stints abroad and back. They absorb the cultures that they connect with while building a knowledge base of international brands. They combine these brands to create their own personal identity. Technology is the mainstay of their communications allowing them to quickly spread their acquired taste. For them, luxury is a hybrid of personal acquisitions and accomplishments. Think heiress and international model Lydia Hearst. Lydia has begun to design handbags via a creative partnership with Puma to create the limited edition PUMA: Lydia Bag. |
Who’s targeting them already?
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Italian jet-setter Lapo Elkann's carbon fibre shades priced at over $1K are at the pinnacle of the market in designer shades. Made of one of the world's most advanced and expensive materials, they are extravagance taken to excess, something their creator knows all about. Two years ago, Mr Elkann, 29-year-old scion of the car giant Fiat and grandson of the late Gianni Agnelli, was found in a coma after a drug overdose. Each pair takes eight hours of handwork and 47 layers of carbon. Barneys New York has acquired the line called Italia Independent. Elkann will appear at a press conference at the Madison Avenue flagship on June 7 to meet with press and personally introduce Italia Independent, also known as "i-i" and pronounced "eye-eye." |
The Purists
The Guilted Lillies
The Passport Posse
Brand New Heavies
