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Luxury isn’t just reserved for the ultra-wealthy—it’s for everyone. New research from Vogue Business, in collaboration with Amazon Ads, explores who these luxury aficionados are, and dives into why consumers buy luxury goods. The research, which surveyed more than 1,000 luxury consumers in the U.S., helps brands and advertisers identify the needs of different types of consumers. This includes how much shoppers spend, how many luxury items they buy, and how often they’re buying luxury items. Additionally, the research provides unique insights into the advertising content luxury shoppers prioritize—not only when shopping, but during everyday activities, like bingeing their favorite TV shows.
To help luxury advertisers understand what motivates luxury shoppers to buy, we’ve compiled 10 takeaways from our latest white paper, Understanding and reaching luxury audiences.
Shoppers who spent $1,000 or more on apparel, footwear, accessories, and small leather goods produced from luxury brands, or purchased more than one luxury item priced over $500 in the past 12 months
Shoppers who have purchased at least five luxury fashion items priced over $500 or more in the past year
Shoppers who have purchased fewer than five luxury fashion items priced over $500 or more in the past year
Shoppers with a household income of $150,000 or more
Shoppers with a household income between $50,000 and $149,999