MVI Marketing LLC conducted this research study to assist luxury brands to better understand and communicate with young luxury consumers.
The Millennial Consumer Research Study of Forward Facing Immigrants (FFI) is our fifth study designed to capture a benchmark understanding of the products and brands achieving penetration with this emerging consumer segment.
Our research showed that certain brands consistently denote status, quality, prestige and affluence among Forward Facing Immigrant (FFI) consumers in this study. Asian American women associate these attributes with Tiffany, Swarovski, Gucci, and Cartier. Hispanic American women also include Michael Kors, Louis Vuitton, and Chanel among their most favored brand names. While the FFI consumer relies heavily on the research gleaned by online reviews, their purchasing of various products is somewhat different...
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