Understanding the cashmere consumer starts with understanding the transaction journey. On the surface, making a purchase may seem like a simple decision for a consumer. They pay, and in return, they receive a product. At the convenience end that may have a grain of truth, but at the luxury end things are a little bit different. The reality in the rarefied air premium consumers breathe is actually buying something is the last step on a much longer journey.
Think back to the last luxury purchase you made—a car, an expensive suit, a designer watch. There is a good chance you did a considerable amount of research before pulling the trigger on your purchase. This is because you wanted to be sure your new purchase achieved its objective. In the high-end fashion world that objective is all about making a consumer feel special.