Ultra Luxury Consumer Insights

Implications - Luxury has become a quality which can be ‘bought’ by just about anyone. As opulence has been made available to the masses by high-end designers or those knocking off their creations, truly affluent braggarts are seeking extreme wealth exhibitionism in the form of multi-million dollar purchases.

Implications - Melons, sundaes, desserts and hamburgers costing into the thousands of dollars sounds ridiculous at first, but could you use this to your advantage? In some cases, these items have been sold as part of charity fundraisers; instead of just writing cheques, donors get a taste of opulence in return.

Implications - New markets mean new opportunities. The growing affluent class has created an expanding market for “luxury” food items. High-end chocolatiers are bypassing the kiddie market and targeting affluent adults with bite-sized delicacies like chocolate pearls, gold-laced chocolates, Easter eggs draped in diamonds and precious-jewel coated chocolates. It’s important to note that the association of sweet treats and children is no longer applicable -- these are the kinds of treats least likely to appear on your child's hands and face.

Implications - Contemporary aesthetics, whether in furniture, retail space or boats, no longer meet the mark as more and more designs take on outer space proportions. In addition to flaunting luxury, these transformer- and spaceship-like designs are the modern consumer’s passage to imagination, creating a fantasy life where the cosmic and the earthbound may meet.

Implications - In reaction to the wallet-tightening of the economic downturn, post-recession, consumers and creators alike are going all out to show off extravagant designs. With so much choice in the consumer market, over-the-top transportation features are what get the most attention, especially those that allow transformations from car to yacht to pool and beyond.

Implications - Infusing electronics with precious metals signifies the ultimate in prestige. With exclusive gadgets acting as an essential status symbol of this generation, gilded gadgets bring luxury to new heights. Thus, golden electronics will provide satisfaction for consumers who put great value on éclat.

Implications - Saturated markets and non-stop consumerism make it less feasible for today's consumer to truly escape their materialistic trappings. Luxury camping innovations are making it apparent that consumers may not actually want to fully escape as they embrace the option to remain comfortable and connected, even when attempting to escape urbanity in the great outdoors.

Implications - Cases and decals are no longer enough when it comes to tech adornment; consumers are now tricking out their devices to really let their individuality shine. Computers, in particular, now bear extravagant aesthetic enhancements reminiscent of fashion’s hottest accessories. As computers become almost extensions of the self instead of lifeless devices, adding lavish details and customizing parts seem only natural for the unique-seeking consumer.

Implications - The recent degree of auto ornamentation would be more fitting on a runway, rather than a driveway. Though cars have been modified for speed for decades, these luxuriously decorated cars are made with fashion in mind—not function—and give consumers a new way to boast not only their individuality, but their opulence. With the credit crunch at bay, consumers are continuing to look for ways to flash their cash—and hauto couture is a perfect outlet.

Implications - With the end of the credit crunch comes a preoccupation with prestige, in which consumers are wearing their financial statuses like badges through the use of unnecessarily extravagant everyday items. Since conspicuous consumption is the norm, the most run-of-the-mill products are being infused with diamonds and gold, appealing to those who want to flash their cash on a daily basis.