Abstract:

The presentation is intended to illustrate a method of understanding the motives and behaviours of a future consumer target group identified as Cosmocrats, a new 'elite' born in the United States and now developing in Europe and Asia. The Cosmocrats will be reviewed in terms of socio-demographics and psychographics. As a matter of fact, this 'flexible' and unpredictable target is very attractive to luxury brands because some realize how powerful the group may become in the near future in terms of renewal for their markets.