Skip to content

Work It, Girl: The Shift from “Deserved” to “Earned”

Work It, Girl: The Shift from “Deserved” to “Earned”

If you’re a Millennial, the economy’s been in pretty rough shape for pretty much your entire life. At the same time, it’s been absolutely normal for women to be active in the workforce, every bit as ambitious and successful as their male counterparts. These two factors are part of what Centurion editor Hedda Schupak has identified as a shift in affluent individual’s luxury buying patterns: while Millennials are buying jewelry, they’re buying lower priced items. Bargain just isn’t a dirty word anymore.

“Luxury brands that originally targeted women with the message that luxury goods are “deserved” need to shift their message to acknowledge that luxury goods are “earned,” in order to better represent the hardworking mentality of female affluent Millennials,” Schupak writes.

[Tweet “Bargain just isn’t a dirty word anymore.”]

We’ve definitely seen this dynamic playing out on the retail end of things, where affluent customers are buying significant pieces of jewelry in order to reward themselves for milestone achievements, such as making partner, starting a company, or completing their doctorate.  It is a good idea to think through how your brand is presenting its truly spectacular items to the customer: while some of these pieces will surely be purchased as gifts, there needs to be messaging aimed at the customer who will be buying these items for themselves.

Schupak also reported that affluent Millennials favor brands like Target, H & M, and Gap. What unites these brands is a consistent ability to deliver perceived value. Prices are relatively low while quality is high. This is something to keep in mind while developing designs: something that’s squarely in the mid-range price wise while appearing to be much more luxurious is likely to be your best seller

 

 

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office