Luxury guru Lorre White
|March 29, 2012|
Deluxmiddleeast.com chats with renowned luxury guru Lorre White who shares with us her expert advice on private jets, yachts, yoga, exotic cars and some of the world's most sought-after designer brands!
A luxury expert on CNN.MONEY, ABC, NBC, FOX National, Sirius Radio and various other magazines, Lorre White also runs The Luxury Channel video podcasts on iTunes & Zune. An international luxury marketing consultant for White Light Consulting, the lady – who is highly networked and connected in the world of luxury – is a recognized luxury expert on EzyneArticles as well.
How and when did you enter the world of luxury expertise?
I have been in the luxury sector for about 20 years There are very few true Luxury marketers. Almost all marketing degrees are in mass marketing. I started to study it independently when I was in school, getting a double major in marketing & finance and a minor in advertising. I took a school internship with a company that syndicated thoroughbred race horses. My thesis was on what motivates the rich to purchases; the mindset of the ultra high net worth and what motivates them to buy. Most wealth in America is relatively new money and they did not get it by being stupid so why did they purchase race horses which are technically a very poor financial investment. I met with great success and my project lead to a whole new and successful marketing strategy for the company. My professors were thrilled with this undeveloped aspect of marketing. I was the only one doing it and my natural interest in this topic spurred me on to continue to study and develop ways to reach the uber wealthy and I was amazed at how it was often counter to all the things that were taught in traditional mass marketing. Now, large prestigious Universities like HEC offer MBAs specifically in Luxury Marketing.
What is luxury for Lorre White?
It is really the philosophy to fully taste, smell, and feel the moment in its full splendor. It is about being present. Extracting the full flavor out of each moment is the recognition of the luxury in that moment of time. Luxuries are the art form of living, and are what lifts us above mere existence. I believe that luxury is not about amassing quantity in life; it is about living life to the fullest. Luxury is anything we do above simple survival. Luxury is what brings comfort, enjoyment and creates lasting life memories. Luxury is for everyone.
Your favourite picks from the luxury world:
Private Jet: There is no greater luxury than to fly privately. My top 2 favorites in private jets is the G650 and the Falcon 7X. Both have high speed, great range and superior cabin comfort.
Yachts: Size matters with super yachts. Regulars on 'Best Of' lists are Abeking & Rasmussen, Blohm + Voss, HDW, Kusch and Lürssen. These yachts represent the most luxurious and glamorous vessels of their class.
1) For totally brutal power and beauty the Lamborghini LP700 Aventador.
2) For ultimate luxury both as a driver and passenger, the new Bentley Continental GTC 2012.
3) For ultimate SUV/4by4 the 2012 model Range Rover or the 2012 model Mercedes Benz S Class.
Evening Gowns: Valentino
Cashmere sweaters: Ralph Lauren
Shoes: G. Zanotti & C. LouBoutin
Statement pieces: Roberto Cavali
Luggage: Louis Vuitton
Chocolates: Chocolate and figs have both long been considered powerful aphrodisiacs. So why not try the delectable combination of both. Fran's Chocolates based out of Seattle, WA makes my favorite chocolate gouache stuffed figs dipped in chocolate! I also love chocolate truffles and my best pick for them is from Sprüngli AG from Switzerland which uses very rare and endangered cocoas. In one box you can have a sampling of some of the rarest & best cocoas in the world.
Some of your clients include...
I have two jobs in the luxury market and for most purposes they are completely unrelated to each other. I am a Luxury Marketing Consultant working with companies that need to reach the world’s wealthiest 2% globally. All of my clients on the consulting side are companies. For confidentiality purposes I am not allowed by contract to share who all my clients are. However, there are several that have been public about it like NetJets, Marquis Jets, SeaGate Travel, NBA, etc. I have worked in many facets of the luxury market from travel to fashion, syndicating thoroughbred race horses, high end events, private banking, to starting the NBA airline, consulting with luxury product and service companies internationally about ways to go after and maintain a relationship with this type of clientele. The second thing I do is that I use my expertise in luxury to educate viewers, listeners, or readers depending on the media format. I have been compared to Martha Stewart for the rich: “Martha for the Masses…Lorre for the Classes!”
Middle East has tremendous potential for luxury brands from all over the world. You haven’t yet explored this region. Why so?
Since 75% of all elite luxury brands globally are European, and the largest potential western consumption country is the US, and since as a luxury marketing consultant my clients are luxury brands, it bares to reason that most of my clients are based in Europe or their North American headquarters in the US. As far as my media work is concerned, that has been growing organically globally, and I am indeed now in conversations to be the celebrity personality to help encourage westerners to travel to, and do business in, Dubai.
Dubai is reliant on attracting tourist and travels dollars from the west to sustain the economic growth, so naturally, a well recognized westerner sharing the treasures of Dubai through educational entrainment on different media sources is a natural fit.
Top three luxury gift ideas for him and her this season?
I think that the New Gulf 650, the new mega yacht Tango, and a Bugatti or the Bentley GTC 2012 would be equally adored by a woman as a man.