Thursday, 5 August 2010

The New Shopper: Cashed Up Bogans - 05/08/10

Do you consider yourself to be in the Partricians, Parvenus, Poseur’s or Proletarian’s? A recent study published in the latest issue of Journal of Marketing, divides these four categories to explain the four types of luxury consumers. The study shows the debate between the conspicuous vs the loud consumer, and we can see resemblance between Giorgio Armani versus Roberto Cavalli when making an analogy of the brands that suit both the Patricians and Parvenus.

What is interesting is that the study clearly details that the Patricians opt for more subtle designs in luxury goods, whilst the Parvenus choose the more vibrant ‘look at me’ designer goods. While the counterfeiters are the main people targeting these ‘loud’ luxury goods to turn them into fakes, the Poseur’s are lapping these cheaper knock off goods.

So when it comes to buying into loud and obvious luxury branding, the Parvenus in Australian terms are simply ‘cashed up bogans.'

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Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,