THE LITTLE LUXURIES PERCEPTUAL MAP: Marketers Of Little Luxury Brands Must Understand Which Spaces Their Products Occupy In Consumers’ Hearts And Minds

November 2009

In this period of economic slowdown, many Little Luxuries marketers are required to find a way to keep their products top of mind and desirable. A new Harris Poll recently published by BrandWeek (“Who’s Cutting Back On What?” October 2009) indicates that “purchasing generic brands” is the number one cut back, followed by “brown-bagging lunch” and “going to the hairdresser/barber less often”. With this in mind, the staff at Luminosity Marketing started thinking about which Little Luxury items we have given up due to the recession and which ones we could never live without. Our efforts yielded the Luminosity Little Luxuries Perceptual Map, a useful tool for marketers for understanding where their Brands fall on the Little Luxuries scale and determining how to maximize their staying power in a tough economy. For Little Luxuries Marketers it’s a matter of signaling an understanding of what comforts consumers are seeking, and communicating messages that stimulate their products’ emotional triggers.

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