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The Modern Man: Engaging the Male Consumer | Becca Marie Lucio

In completion of my Master of Fine Arts, I was required to complete intentional and 2nd degree research defending a topic that was crucial to the Luxury Industry and its existence into the 21st century. My chosen topic is the growth of the Millennial male consumer in the luxury industry. Why are Millennial male consumers so important?  Millennial consumers have surpassed their Baby Boomer parents in numbers, and represents the largest demographic in the workforce.   Working equals money and money means more consumers. Millennials are putting off the typical "milestones" that their parents met. This means they have more disposable income. Besides helping me win bets on statistics of millennials that a normal 28 year should not know, this thesis has provided me the knowledge to build a loyal customer base for years.

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