Understanding Luxury Shoppers

  • Diana Derval
Part of the Management for Professionals book series (MANAGPROF)


In this chapter, we discover, through the iPhone, Tesla, and Harley Davidson cases, that in luxury also, size matters, and how hormones, male-to-male competition, and the sense of vibration have an impact on the luxury industry. We will also see how to profile and deeply connect with luxury shoppers using the Persona framework.


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Diana Derval
    • 1
  1. 1.DervalResearchAmsterdamThe Netherlands

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