PR Coverage

Luxury Daily interviews Forward3D CEO Martin McNulty on the digital opportunities open to luxury brands

In a Q&A for Luxury Daily , Forward3D CEO Martin McNulty discusses marketing to HENRYs (High Earners, Not Rich Yet) and the way improvements in technology are changing both marketing and consumer behaviour.

Any brand that purports to be luxury needs to think about current and future buyers. Classical luxury marketing theory extols campaigns that ignore product placement (but instead focus purely on image – think Lavazza or Peroni ads) while at the same time designing ranges that allow aspiring consumers to experience the brand at lower price points (think small leather goods, key rings, etc. made by Marc Jacobs, et al).

HENRYs are nothing more that the representation of that aspirant group. They’re the driving force behind all luxury marketing.