• Athul Thomas

The overall economic uplift around the globe in various market segments, larger exposure to western world, changing attitudes, habits and needs of the new young and middle market have created an overall need for a platform that caters to aspirational shoppers seeking good quality products and services under the tag and label of well-known brands. This created an overall shift in the way luxury houses have been viewed and saw the emerging of chic brands that categorized themselves under the terminology of “affordable luxury”. This movement also saw the rebranding themselves into a more affordable category. The concerned study explores into the meaningful parts of understanding how the impact of affordable luxury has created differential satisfaction points for consumers. It further explores the study of how there is a larger connection of emotional sensitivity in all purchasing decisions made by consumers. The holistic market value creation of the concept of product relevance is also taken into consideration to understand the feel of consumers in knowing what they want, how they want and when the process incurs.

Consumers, FMCG, Affordable luxury goods.

"The Power of Affordable Luxury Through Emotional Intelligence and Relevance", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.444-451, June 2019, Available :http://www.jetir.org/papers/JETIR1906M67.pdf

"The Power of Affordable Luxury Through Emotional Intelligence and Relevance", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp444-451, June 2019, Available at : http://www.jetir.org/papers/JETIR1906M67.pdf