CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION

A P R E S E N T A T I O N F O R

JCK LAS VEGAS 2015 5 | 2 8 | 2 0 1 5

P R E P A R E D B Y

CAPTURING

YOUNG, AFFLUENT, MULTICULTURAL SHOPPERS

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AGENDA  

WHY MULTICULTURAL MILLENNIALS MACRO-TRENDS •  URBAN RENAISSANCE •  MULTICULTURAL AFFLUENTS

ACTIONABLE WAYS TO ENGAGE

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WHY MULTICULTURAL MILLENNIALS

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CURRENT JEWELRY BUYER: “A married person between the ages of 55 and 64

years old who lives in an urban area in the Midwest

with a population of 1–2.5 million. This person has a

bachelor's degree, works as a manager or professional,

has a spouse who also works, and their joint annual

income is $150,000 or higher. They own a house and

have a mortgage. According to the survey, this person

is white and has no children.” -  The 2014 US Jewelry State of the Market Report ,

Edahn Golan Diamond Research & Data - Bureau of Labor Statistics

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MAJORITY OF FUTURE GROWTH IS DRIVEN BY HISPANICS

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Source: U.S. Census

TIPPING TOWARD A WHITE MINORITY

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Found  in:  Nielsen  –  The  Mul1cultural  Edge:  Rising  Super  Consumers    

OVER 106 CITIES ACROSS US NOW MINORITY-MAJORITY MARKETS INCLUDING 22 MAJOR MARKETS

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MINORITY BUYING POWER

REACHING NEW HEIGHTS, OUTPACING INFLATION

HISPANIC $1.3T (+155%) AFRICAN-AM $1.1T (+86%) ASIAN $770B (+45%) NATIVE AM $100B (+149%)

YEARS OF EFFECTIVE BUYING POWER STRONGEST AMONG MULTICULTURAL CONSUMERS

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TOMORROW’S JEWELRY

BUYER: MILLENNIALS    •  Ethnically and racially diverse – 19%

Hispanic, 14% African-Am, 4% Asian,

3.2% Mixed Race/Other, 60% White,

Non-Hispanic

•  Entering critical life stages/

milestones – commitment/marriage,

children, financial security, personal

achievement & personal reward

10 SOURCE: 2015 Survey of Affluence and Wealth, Time Inc. and YouGov.

AFFLUENT MILLENNIALS DRIVING SPENDING ACROSS ALL LUXURY CATEGORIES

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MACRO-TRENDS

KEY CONSIDERATIONS

URBAN RENAISSANCE

MULTICULTURAL AFFLUENTS

CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION

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RE:GENERATION

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Found  in:  Nielsen  –  The  Mul1cultural  Edge:  Rising  Super  Consumers    

RE:GENERATION A Generation that re-imagines, re-appropriates, re-defines and re-vitalizes their world.

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TREND INSPIRED, FORWARD THINKING, CREATIVE INDIVIDUALS

LEAVE YOUR LABELS BEHIND

THEY LOVE THEIR CITY, THEIR NEIGHBORHOOD, THEIR NEIGHBORS

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THEIR OASIS, A PLACE OF CONSTANT

DISCOVERY

OPTIMISM RUNS HIGH FINANCES FOLLOWS

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They are The trendsetters, The innovators, The risk takers

Legacy as much as their destiny

They don’t take themselves too seriously But they take their world very seriously

They are The dreamers, The doers, The makers

Digital natives with access in the palm of their hands

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RE:GENERATION DRIVES & IS DRIVEN BY THE

EXPERIENCE ECONOMY*

*1998 Pine and Gilmore argue that businesses must orchestrate memorable

events for their customers, and that memory itself becomes the product —

the "experience". 

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MULTICULTURAL AFFLUENTS

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BY THE NUMBERS 1.5M affluent ($150k+ HH income) multicultural households $400B combined income $104B affluent Hispanic purchasing power $90B affluent African –American purchasing power Higher proportion of Asian Americans HH earning $100K compared to Non-Hispanic

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DESIRE TO ASPIRE Devote much of their disposable income to affordable luxuries Represent expression of freedom and accomplishment Limited edition or one-of-a-kind items highly desirable Diamonds remain a central part of wedding ceremonies in many Asian cultures Active philanthropists and participants in cultural business and society organizations – e.G. Council of Urban Professionals, Hispanic Federation and Sigma Pi Phi Fraternity

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ACTIONABLE WAYS TO

ENGAGE

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WAYS TO ENGAGE

•  GO BEYOND THE MIRROR

•  DON’T TELL THEM WHAT OR WHEN TO BUY

•  SHARE YOUR STORY

•  CHANGE THE RULES OF MARKETING: REACH • RELEVANCE • REPUTATION • RELATION • REFERRAL

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JOIN THEIR CONVERSATION

QUESTIONS?

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THANK YOU FROM YOUR FRIENDS AT

CONFIDENTIAL-PROPERTY OF MERCURY MAMBO NOT TO BE REDISTRIBUTED WITHOUT PRIOR PERMISSION

FOR MORE INFORMATION CONTACT: LIZ@MERCURYMAMBO.COM