By  on July 9, 2008

The mind-set, shopping and spending habits of luxury consumers are fast changing.About one in five affluent Americans is turning away from indulgence and towardless materialism, as they express commitment to values like sustainability andcontentment with buying good products instead of the best.

This newly spotted breed — dubbed "temperate pragmatists" byUnity Marketing president Pamela Danziger — could put a dent in second-halfluxury business in the U.S., consumer researchers forecast, citing the group'srising social consciousness, professed guilt about indulging in tough times,and diminished cache of money to burn. It's not unlikely such a downturn couldextend into 2009.

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