A survey of luxury consumers reveals unexpected insights about how the monied guy shops.
The male luxury consumer is often thought to be a relatively simple beast. He exhibits a Pavlovian response to quality as well as a preference for exclusivity; he has a keen eye for fabrics and construction, holds retailers to a higher standard and is fiercely committed to brands—or so conventional wisdom suggests. It seems all a retailer has to do is wave cashmere out the store window and luxury consumers will flock, Louis Vuitton wallets wide open.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"