When you’re speaking to a select few, you need to speak directly. Ultra-high-net-worth individuals (UHNWIs), those with a net worth exceeding $30 million (approx. £24 million), represent one of the most discerning audiences in luxury.
These days, the lines between luxury and mainstream are more blurred than ever as mid-tier brands increasingly adopt the look and feel of luxury – from elegant packaging to elevated in-store experiences – and traditional luxury brands seek broader appeal through entry-level products and collaborations.
In an era inundated with glowing screens and ephemeral content, a curious countertrend is emerging as brands and audiences rediscover the allure of the physical. Digital fatigue is real, and after years of endless notifications, people are craving tangible experiences that offer relief from the on-screen onslaught.
Luxury isn’t just about ownership anymore, it’s about experience. In the yachting industry, experiential marketing is redefining how brands connect with high-net-worth individuals. Today’s affluent clientele expect more than a beautiful yacht; they seek tailored, immersive moments that align with their lifestyle and values.
In a saturated market of brand agencies, the most distinctive voices are the ones that resist becoming everything to everyone. It’s no longer enough to be capable; relevance now depends on coherence, and the agencies that thrive aren’t the most flexible or the fastest growing, they’re the most focused. They know what they do, and more importantly, what they don’t.
