Research and Markets: Meet the HENRYs: Gatekeepers to the New Luxury Market and the New Target for Mass-Market Brands

DUBLIN--()--Research and Markets (http://www.researchandmarkets.com/research/hc2hc9/meet_the_henrys) has announced the addition of the "Meet the HENRYs: Gatekeepers to the New Luxury Market and the New Target for Mass-Market Brands" report to their offering.

Meet the HENRYs, High-Earners-Not-Rich-Yet consumers with household incomes between $100k and $250k. HENRYs are the new face of the mass-market customer, since the traditional middle-class ($50k-$99.9k) have lost so much discretionary spending power in the recent recession.

HENRYs are doing better than nearly 80% of U.S. households, but they are a far cry from wealthy; reserve that adjective for the ultra-affluents, who earn more than $250K per year, and for those with high net worth, with amassed wealth of more than $1M.

The HENRYs are the unassuming mass segment of the affluent consumer market, and critically important for all brands and all marketers to understand. For mass-marketers, HENRYs offer growth possibilities unmatched by the middle-class consumer segment. While the overall number of households grew only 2.5% from 2010-2013, the number of

HENRY households rose 11% in the same time.

For marketers aimed at the high-end, the HENRYs are the gatekeepers to the luxury market now and for the future, since ultra-affluent and wealthy customers typically start out as HENRYs on their road to affluence.

The recently updated for 2015, this Unity Marketing Trend Report, "Meet the HENRYs," highlights just why these lower-income affluents are so important to marketers at all pricing levels, high-end, low-end and in between. Coming out of the recession, the true middle class severely limited in their ability to purchase goods and services in the near future," says Pam Danziger, president of Unity Marketing and author of the report. "This means HENRYs are the 'new mass market' for marketers and brands up and down the pricing scale."

Key Topics Covered:

1. Introduction

2. Demographics of HENRYs

3. Understanding Purchase Behavior of HENRYs

4. How HENRYs Define Luxury

5. Five Key Marketing Strategies for Success with HENRYs

6. HENRY Marketing Opportunities

For more information visit http://www.researchandmarkets.com/research/hc2hc9/meet_the_henrys

Contacts

Research and Markets
Laura Wood, Senior Manager
press@researchandmarkets.com
For E.S.T Office Hours Call 1-917-300-0470
For U.S./CAN Toll Free Call 1-800-526-8630
For GMT Office Hours Call +353-1-416-8900
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716
Sector: Consumer and Personal

Contacts

Research and Markets
Laura Wood, Senior Manager
press@researchandmarkets.com
For E.S.T Office Hours Call 1-917-300-0470
For U.S./CAN Toll Free Call 1-800-526-8630
For GMT Office Hours Call +353-1-416-8900
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716
Sector: Consumer and Personal