Blue-collar luxury? It sounds like a contradiction in terms.
But it represents a potentially lucrative niche market opportunity among ethnic consumers that is being overlooked by advertisers, says Marc Bland, IHS Markit's vice president of diversity and inclusion.
These are the urban entrepreneurs who might have a little dirt under their nails. It could be the small-business owner who runs a profitable landscaping operation, or maybe a beautician or barber who owns several shops. They're not in white-collar professions, but they're making good money, says Bland.
They work hard during the week, Bland says, and when Friday night rolls around, they get dressed up and pull the cover off their Audi, BMW, Cadillac, Lincoln, Mercedes-Benz or Range Rover for a night on the town.
But for whatever reason, Bland says, advertisers are looking past this group, which he considers to be very much the luxury segment's core audience.