From perfume to private jets - T e world’s top ‘Luxury Guru’, Lorre White, tells Matthew Fairhurst exactly what it takes to reach true luxury
marketers to shop fl oor retailers, uses the buzzword ‘luxury’ to enhance the relevance of their product in an eff ort to convince eager customers that they are getting the very best. Indeed, in the mass market, of whom this strategy is truly focused, ‘luxury’ is almost entirely synonymous with the equally beguiling term ‘sale’. Although the L word has proved a great selling tool when aiming at those wanting a more aff ordable route to the high life, in the real world of luxury, the word ‘sale’ simply does not exist. Promotional sales - even of respected brands
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- tweak at the aspirations of those wanting to sneak into the masquerade ball of real luxury. But ultra-high-net-worth-individuals (with a minimum of £20 million in liquid assets),
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hese days, the term ‘luxury’ is banded around by almost every sector of marketing. It seems like each budding seller, from brand
expecting a true luxury brand, will fervently expect to pay the price of admission. T ere is a fl ip side however: as 80% of the
world’s uber-rich have risen to prominence in the last decade, due to the mass market’s dilution of the bona fi de luxury sector, and the resulting confusion around what ‘luxury’ really means; respected brands need to uphold their standards to make sure they continue to target the right customers. Especially in the current economical climate,
even the most prestigious brands can fall into the trap of cheapening their name in search of a fast pay out. For international brands, the hundreds of thousands saved, can later mean hundreds of millions lost in previously established brand image. Such a misdemeanour can happen in one fell marketing swoop and the consequences can irrevocably shatter a company. Rescuing the real luxury sector from the mass marketing abyss is something which the aptly
named Luxury Guru, Lorre White has worked on for two decades. As CEO for White Light Consulting, her expertise have lead to her being known across the world as a luxury expert on
CNN.MONEY, ABC, NBC, FOX National, Sirius Radio and various other magazines, alongside running T e Luxury Channel video podcasts on iTunes and Zune. In discussing her work, Lorre states, “My unique niche is reaching the world’s wealthiest demographic. I am a luxury marketing consultant and my clients are luxury brands who have products and services to sell which require a certain level of wealth to purchase them, things like $60 million yacht, or $120 million private jet. In my consulting work it is not the end user [buyer] that I am working with; it is the companies that need to know how to reach and maintain this small and diffi cult demographic.” With past credentials including top marketing jobs at some of the most prestigious private
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