Luxury Brands Go Over the Top to Connect with Clients

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The days of big spending are over for many Americans, but not for the high rollers. They just need a little encouragement to trigger that buying feeling.

On a recent weekday night in the Hollywood Hills, jeweler Damiani and lifestyle magazine Angeleno took over a $9-million house with views of Los Angeles to throw a lavish party for potential customers.

Such parties are becoming more common, and more extravagant, as marketers try to connect with rich clients in tough economic times.

Upscale brands need to do something to keep the customers buying. An analyst predicts that in 2009 the so-called luxury market — brands sold in upscale department stores and advertised in high-end fashion magazines — will face its first recession in six years, with a 7 percent decline in global sales.


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