Target And BURBERRY Are Aiming At The "Henry Nationality".

Pam Danziger, a luxury marketing specialist, points out that Henry's family income ranks the top 20% in the US, which is more powerful than the average middle class.

From 2010 to 2013, the total number of Henry family in the United States increased by 11% to 24 million 300 thousand, which has become the focus of the retail industry.

Danziger pointed out that despite the comparison with the top local tyrants, the "Henry people" spend their time in

It is dwarfed by the amount of high-end consumption, but taking into account the growing number of this group, "

"The growth potential is far greater than that of 3 million 300 thousand top tycoons.

The young Henry family is also willing to pay for their pursuit of quality of life.

Many of them have the potential to rank among the top rich in the future. Therefore, enterprises can gain long-term interests in building the brand loyalty of Henry people.

In view of the consumption preference of this group, chain retailer Kroger has launched over 35 thousand kinds of natural organic food.

Kroger sales last year reached $109 billion, a record growth in the 45 quarter of the amazing performance.

JP Morgan expects Kroger to replace Whole Foods in the next two years and become the leading leader in organic food sales in the United States.

Chip Wilson, the founder of Lululemon, the female sports brand, said in an interview that the typical consumers of their brands are "32 year old working women, single or engaged, earning more than one hundred thousand dollars a year, having their own apartments, love fashion and travel, and spend 60 to 90 minutes exercising every day."

Retailer Taghit (Target) joined the designer Lilly Pulitzer this week and launched the high-end swimsuit series. It was sold out just after being launched, and the web server crashed several times.

Last summer, T.J.Maxx, a chain store known for its parity, also joined designer brand Diane Von Furstenberg to launch a series of costumes to try to integrate the Henry family into its target customers.

Obviously, for the brand, the next step will focus on how to grasp the hearts of Henry people.

Luxury companies will not let this huge potential consumer easily.

Compared with the Marc by Marc Jacobs, Miu Miu, D&G and other sub line brands continue to decline, facing the dilemma of the closure, the old luxury brand Burberry pioneered the lower priced entry-level "light luxury" positioning products to meet the "Henry" consumer demand.

In 2014, Burberry's global revenue growth reached 9.6%, and its growth in the US, Europe and the Middle East reached two digits. Among them, the contribution of the Henry family should not be underestimated.