Wednesday, April 7, 2010

Affluence has a new face

Dwell Media president to talk about emerging generation

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By SABINA DANA PLASSE
Express Staff Writer

Michela Abrams, the president of Dwell Media, will give a free presentation at The Community Library tonight at 6 p.m. Photo by

Generation X, Generation Y and Baby Boomers describe generations of people who have been targeted for marketing and spending potential because of their lifestyles. Michela Abrams, president of Dwell Media, publisher of Dwell magazine, has spent a great deal of time studying people and their spending habits and has discovered that affluence is changing.

"We look at what matters to people who can't wait for the economy to recover," Abrams said. "The world has changed and will not be the same. One of the things we have been seeing at Dwell is that we have always reached an affluent audience."

Dwell Media has been researching affluence very closely and plans to release a study describing the changing behaviors, motivations, lifestyles and attitudes of affluent people.

"The way we know luxury brands is no longer relevant," Abrams said. "People who can still afford them do not want to call attention to them, people who can't afford them resent them and people who could never afford them hate them."

Abrams said a brand has to work hard to capture a consumer's heart and mind.

"Affluent people today expect a relationship and dialogue with a brand," she said.

Abrams will give a presentation, "Is Luxury Dead?" at The Community Library in Ketchum tonight at 6 p.m. and will present a study called "The Dwell New Face of Affluence Study."

Sabina Dana Plasse: splasse@mtexpress.com

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