Personas To Plan By
Brand New Heavies
The Brand New Heavies are those consumers with newfound wealth who judge luxury by its pricetag. These are the last bastions of the logo frenzy and conspicuous consumption. They buy into the traditional luxury badges like Louis Vuitton, They are likely to be entrepreneurs emerging from hotbeds like Russia, China and India. They are following a code they believe leads to continued success, and they dress to impress.
Who’s targeting them already?
Probably most of you are familiar with Vertu, a subsidiary of Nokia that produces luxury mobile phones. The “economic” version of their mobile phones start selling at $4,000 a pop. In some cases, however, the price can reach hundreds of thousands of dollars, like the limited edition (only 34 mobile phones will be produced) of the Boucheron phones which can cost as much as $300,000. Most handsets present finishes in gold or platinum, featuring a sapphire-crystal screen and ruby bearings. Vertu just landed in India to present a new line called “Signature Diamonds”, which will sell for $50,000 each. And there’s also the Geneva-based GoldVish known for its diamond encrusted mobile phones valued at over 1 million dollars.
The Purists
The Guilted Lillies
The Passport Posse
Brand New Heavies
