Ideas People and luxury

Ideas People are rewarded in their business and personal lives for the power of their minds, and it is the thought they put into their personal purchases that distinguishes their attitudes to luxury goods. When Ideas People acquire something special they are more concerned with what it means to them than with its price. For them, price is rarely an issue – thanks to the affluence that comes with personal success.

To Ideas People, luxury is about experience: the stimulation that comes from visiting a new exhibition, or the appreciation of fine craftsmanship. And they are excited by discovery. They love to learn the story behind a brand; they relish the exceptional; and they like to be ahead of the game. While they understand the effort and investment that keeps great brands great, they are also open-minded about those still building their reputations. Ideas People enjoy sharing their ideas and discoveries. They are bright and interesting – the kind of people to whom others want to listen – with views that are sought out, valued and respected. They add a positive charge to the luxury products and services they endorse, spreading the word among their extensive networks of colleagues and friends.

The Economist is in tune with the minds of Ideas People. They read it in search mode – stimulated, engaged and at their most receptive.

ideas people and luxury worldwide pdf