You need to know how luxury and affluent consumers perceive your luxury brand today, and if they are picking up what you are putting down. Do they view you as classic, high-quality, trendsetting, sought-after, affluent, or expensive? Whether it is in your marketing, positioning, or messaging, you want to make sure you are connecting.
How deep is their emotional attachment to your luxury brand? Is your brand appealing to a diverse consumer audience? What’s trending in luxury brands? Now’s the time to find out.