Overview

What Do HENRYs Want? Your guide to reaching the most important affluent demographic -- High-Earners-Not-Rich-Yet New mini-book by speaker, author and luxury marketing expert Pam Danziger. Gain new insights and understanding about the HENRYs, the high-earners-not-rich-yet mass-affluent customers, who are the new mass-market consumers with discretion & future target market for luxury brands. This mini-book is a quick and concise overview of the HENRYs, why this new demographic is important to brands and how to connect with this high-spending customer, poorly understood by marketers serving both the mass market and the luxury markets. It includes a look at brands, including two in-depth case studies, that are capturing the brand loyalty, and spending power, of the HENRY customer.

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9780692492802

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Pamela N. Danziger is an internationally-recognized expert specializing in consumer insights for marketers targeting the affluent consumer. She is president of Unity Marketing, a boutique marketing consulting firm she founded in 1992. Pam received the Global Luxury Award for top luxury industry achievers presented at the Global Luxury Forum in London, 2007. In January, 2013 Pam was named to Luxury Daily's elite list of 25 Luxury Women to Watch in 2013. She is a member of the Jim Blasingame: The Small Business Advocate's Brain Trust and a contributing columnist to The Robin Report, a monthly newsletter for senior executives in the retail, fashion, beauty, consumer products and related industries. Among her many television appearances and interviews, she has appeared on NBC's Today Show, CBS News Sunday Morning, CNN, Fox News, NPR's Marketplace, and CNN In the Money and as featured in the CNBC special The Costco Craze: Inside the Warehouse Giant. She is frequently called upon by the Wall Street Journal, New York Times, American Demographics, Forbes, USA Today, Associated Press, Los Angeles Times, Chicago Tribune, Women's Wear Daily and other business and consumer publications for commentary and analysis. Pam leads with research to give brand marketers All Access to the mind of the affluent consumer. She uses qualitative and quantitative market research to learn about their brand preferences, shopping habits, and attitudes about their lifestyles, then turns these insights into actionable strategies for marketers to use to reach these high-spending consumers. Her books include Putting the Luxe Back in Luxury: How New Consumer Values are Redefining the Way We Market Luxury (Paramount Market Publishing, 2011). Her other books include Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience, published by Kaplan Publishing in October 2006 and currently being revised for release later this year by Paramount under the title Shops that POP!; Let Them Eat Cake: Marketing Luxury to the Masses - as Well as the Classes, (Chicago: Dearborn Trade Publishing, 2005) and Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior (Chicago: Dearborn Trade Publishing, 2004).

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