Consumer trends can inform companies of how buyers are reacting to macroeconomic headwinds. But trends rarely affect the ultrawealthy, who have remained on a spending spree this year. So how does a company market to customers who already have everything? The answer could be to sell them time, at least according to Antoine Tessier, CEO of duPont Registry Group, a lifestyle brand and digital marketplace for high-end automotives. “The only thing that they don’t have is time, and we want to give them the gift of time, and this is really our mission,” Tessier said. Cultivating community: The rituals of car shopping can be alluring, defined by opulent showrooms, sycophantic sellers, and champagne bottles. However, Tessier, who spent over 13 years studying the luxury customer at Louis Vuitton and LVMH, postulates that trading that in for speed and community is more effective. Keep reading here.—BS |