Headphone Vendors Reach New Demographics
Key executives from some of the top headphone companies recently spoke to Dealerscope about the new demographics they reached last year and what they're doing to attract new customers this year. See the February issue for the full interviews:
Dealerscope: The younger demographic had been used to the inexpensive earbuds that came with their portable music players. That seemed to change last year, as more consumers started buying better headphones. What are you doing to leverage and improve that momentum in 2011?
Doug Henderson, Vice President of Sales and Marketing, Bowers & Wilkins: In spite of all the commentary about the "death" of high fidelity, the growth in premium headphones makes it plain that people do care about better sound. Our headphone launch was the extension of our 45-year history of building high-performance loudspeakers, so we are really leveraging that strength to the benefit of our headphone sales. Our PR efforts around the P5 have been hugely productive, given the intersection of interest from the mainstream press in the category and the evident quality of the P5. Since most people turn to the web for more information, this has led to a large spike in visits to the Bowers & Wilkins web site.