Luxury Perfume Brands and Millenial Consumers

Abstract

Stewart and Carey offer a social exploration of the Millennial consumer relationship with luxury perfume brands. Focusing on the background of the perfume industry and the current market environment the chapter offers an understanding of the millennial consumer and their connection to luxury perfume brands. This leads to the examination of the symbolism used by the luxury perfume brands, Consumer Brand Relationship (CBR) and connections to brand loyalty. Stewart and Carey explore these factors through the use of industry professionals and specialist sales consultants as a way of gaining direct industry insight. Finally, conclusions highlight ‘lifestyle tribes’ where emotion and hedonic factors are more important, are key aspects to millennial consumers buying habits of luxury perfume brands.