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Article: The rise of the comfortable; Today's wealthy eschew yesterday's terminology, but still spend the bucks.(Brief Article)
- Article from:
- Advertising Age
- Article date:
- October 16, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Forget wealthy, affluent and rich. The new luxury class won't have any of that. The new buzzword to describe their lives? "Comfortable."
At the turn of the millennium, the perspective of the financially well-off is that having money means more comfort -- with importance placed not on elite status or numbers but on a mind-set. The focus on comfort is coupled with the idea of simplicity, moving luxury away from overdone, over-the-top decades of past excess.
In a recent study commissioned by Conde Nast Publications' House & Garden, market researcher Applied Research & Consulting conducted interviews and surveys that found "people favor the deliberately ...