Targeting the Properly Posh

This week a few of us here have been doing some work for Berry Brothers & Rudd, looking at the luxury consumer market. As an established and premium business, BB&R still carries the royal crest today. Indeed one of BB&R’s quirkier spirits brands, The King’s Ginger , was created specifically to satisfy the ‘needs’ of King Edward VII after his physician prescribed a ginger liqueur to keep him warm on country drives(..!).

Beyond the royal consumer base, BB&R’s consumers are still a pretty elite bunch and tend to be what we would scientifically refer to as ‘Properly Posh’. Our analysis of research such as Conde Nast’s trend report and TGI Premier has shown that these wealthy individuals are, as you would expect, motivated by quality and desirability over price. Although they have been affected by the recession, this extends to deliberating over purchases whereas previously they were happily buying on impulse. Note that they are still buying. For now, at least. They also still agree, despite the apparent contradiction, that there are several ‘luxuries’ that they ‘just can’t live without’. Those people who were stretching themselves to buy luxuries and designer brands are now having to make do without, but those who comfortably inhabited the world of luxury are still enjoying shopping – as long as it can be justified as ‘investment’ buys.

If you're interested in insights into the Properly Posh, take a look at our Luxury presentation, or get in touch.

While on the subject of class, a rare insight into the psyche of the British middle classes can be garnered via the Twitter hashtag, #middleclassnightmares. it’s now long gone in terms of trending but was great fun while it lasted. Favourite tweets included ‘Ocado delivery came early, interrupted French lesson. ’ and ‘the kids want to put England flags on the Volvo for the World Cup’. Genius.