The Rich Go All Non-Traditional, Says Amex

Stephen Harris

30 June 2006

High net worth individuals are increasingly spending their money in non-traditional ways forcing luxury brands to re-think their offerings, according to American Express. The Amex survey, done for internal strategic reasons and reported in the Financial Times, found that consumer behaviour is changing and that luxury brands are not always enough to satisfy increasingly discerning HNWs. The survey found that HNWs increasingly want made-to-measure products and services designed to differentiate them from their peers. The survey was conducted by the London-based trend-predicting agency the Future Laboratory, and was based on interviews with 100 luxury executives in fashion, food, travel and design.