Marketing to high net worth individuals

Travel the world: the UK is home to a tiny fraction of the world’s high rollers. For this reason, Church’s Shoes of Northampton has stores in Singapore, St Moritz and Hong Kong.

Talk heritage: luxury brands from Stockholm to Shanghai all understand the pulling power of a brand narrative rooted in history. Winemaker Berry Bros and Rudd rarely loses a chance to mention it was founded in 1698.

Get a royal warrant: sounds hard? Sure, the likes of Bentley cars and Barbour jackets are holders, but so too are Atco lawnmowers and Strongbow cider.

Focus on price: HNWIs want prestige, convenience and the extraordinary, not a 5 per cent discount.

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