Willemijn Hendrix

Selling the Luxury Experience: Consumer Buying Behaviour Towards Luxury Goods During the European Debt Crisis Willemijn Hendrix

Since the beginning of 2009, Europe has been facing difficult economic times as a result of the European debt crisis. Economies all over the world are experiencing slower growth, and half of the Eurozone economies are expected to shrink in 2012. Although considered recession-proof, the luxury goods industry is struggling in the face of the current financial crisis in Europe. The luxury landscape and it?s consumers changed. Changes in today?s luxury landscape challenge luxury brands all over the world. In order to remain competitive and survive this economic downturn, it is essential for brands to understand the luxury consumer. In addition it is absolutely necessary for luxury brands to adapt to the changes in the market. Selling the Luxury Experience will help the reader to gain a deeper understanding regarding the factors that influence consumer buying behaviour towards luxury goods during the European debt crisis.