Personal Luxury Report 2011

Unity Marketing's Personal Luxury Report 2011 is the ultimate guide to the U.S. market for personal luxury goods, including fashion, beauty, jewelry and watches, and wine and spirits. This report focuses on the buying and spending habits of the nation's affluent households -- the top quintile or 20 percent of U.S. consumer households -- of high-end or luxury products and services. The Personal Luxury Report examines consumers' buying behavior and spending habits related to these key categories of luxury purchases: Luxury Clothing & Apparel Luxury Fashion Accessories Luxury Beauty, Cosmetics & Fragrances Luxury Jewelry Luxury Watches Luxury Wine & Spirits Luxury Automobiles The report contains details on these luxury goods bought by affluent consumers, including annual spending, where these products were purchased and details of the types of products and services bought. The Personal Luxury Report 2011 is written by Pam Danziger, one of the nation's leading expert on the luxury market and is based upon the kind of in-depth consumer research for which Pam Danziger and Unity Marketing are known. Guides luxury marketers to shifts and changes in their target customers' attitudes and shopping behavior This report provides vital data about what personal luxuries affluents are buying, how much they are spending, where they are making their purchases and what brands they favor. This report provides invaluable information about the mindset, attitudes and spending habits of the affluent consumers that luxury marketers target. This is not just report about people with high incomes, but affluents who buy luxury goods and services. Luxury Marketers: This is a report about your customers & your target customers The Personal Luxury Report 2011 is a compilation of the quarterly luxury tracking surveys that Unity Marketing conducts every three months with 1,000-1,250 affluent consumers who purchased one or more luxuries in the study period. Unity's luxury tracking study is the only longitudinal study of its kind that tracks the luxury consumer market, what they buy, how much they spend. In total the report shares findings of 5,195 luxury consumers surveyed in 2010 (average income $311,400). . More details about products and brands included in Personal Luxury Report 2011 Details about what these luxury consumers bought, how much they spent, where they made their purchases, and in certain categories the luxury brands they patronized are reported in four major categories of luxury. Significantly more product categories and more brands were included in the current surveys, notably: Personal Luxuries Clothing and Apparel (Women's casual, dress/business, formal/evening, outerwear; men's casual, dress/business, formal/evening, outerwear; teen's clothing; children's clothing; baby clothing) Cosmetics, Fragrance and Beauty Products (Fragrances, perfumes; bath and body lotions; face care; hair care; cosmetics and makeup; sun and tanning products) Fashion Accessories (Women's handbags, shoes, brief cases, and fashion accessories, such as scarves, belts; men's wallets, brief cases and men's fashion accessories, including shoes, belts, etc.; luggage for men and women) Jewelry (Women's and men's jewelry by type, including necklaces, earrings, bracelets, rings, bridal/wedding, pins and brooches; women's and men's jewelry by material, including 14k and above gold, sterling silver, platinum, gold plate or vermeil, costume jewelry; and women's and men's jewelry by stone, including diamonds, other precious gemstones, semi-precious gemstones, pearl, faux or man-made, no gemstone content) Watches (Women's and men's watches by style, including formal/dress or casual/sports) Wine, Liquor and Spirits (Wine, champagne, vodka, whiskey, rum, scotch, cognac, bourbon, sherry/port) Personal Electronics (iPods and other MP3 devices; cameras; cellular phones; laptop computers & notebooks; PDA's) Automobiles Provides marketers with facts and data that support strategic decisions Now you can make critical business decisions based upon facts -- not beliefs, assumptions or fantasies This report provides the facts and figures you need to develop winning marketing and business strategies. By working with the facts, not fantasies, you have a much better chance of success marketing to the luxury consumers. This report gives you a horizontal view of the luxury market, recognizing that luxury marketers compete not just with companies within their vertical product niche, but across all luxury categories as well. Within each category of luxury, the key drivers for purchase are studied, such as role of luxury brand in purchase decision; the influence of sales price on purchase; where the shopper bought their last luxury; why they bought luxuries; whether their luxury purchases were made a gifts; and other motivational factors. New data points enhance marketers understanding of their consumers Spending is now provided at the product and retailer levels within each major category of luxury Enhancing this year's Personal Luxury Report 2011 are new data points that enhance luxury marketers' understanding of where affluent's money is being spent and how it is changing from year to year. It contains data about the average amount spent within a particular product category, such as Luxury Fashion Accessories, and within the category data about the average amount spent on women's shoes or women's handbags, for example. It enables marketers to identify what products are up and down within their product category. Further this report provides an estimate within product category of how the consumers' share of wallet is divided based upon type of store. So you can tell when affluent shoppers are shifting their spending out of one retailing segment and into another. For example, this year affluents spent less of their fashion accessories budgets in department stores and more in specialty fashion boutiques. This report doesn't stop with the data -- It pushes further to help marketers and retailers put the information to use Translate the data into information that marketing executives can use to make critical strategic decisions This market research report helps make the research data and findings accessible and useable. It provides marketers with three powerful perspectives: "The What", "So What" and "Now What." This report is filled with advice and guidance for luxury marketers to take action on the research findings revealed. The report is written to reveal the key research findings, explain why they are important to luxury marketers, and then help marketers find ways to put the research to use in developing new concepts, new strategies, new tactics for success. To that end, the report includes 25 take action call outs that will help luxury marketers translate the research findings into marketing strategies and tactics. Special feature: Find out which of the five different types of luxury consumers are your best customers A special feature in Unity Marketing's Personal Luxury Report 2011 is a psychographic profile of five key types of luxury consumers. These include: X-Fluents (Extremely Affluent) who spend the most on luxury and are most highly invested in luxury living; Butterflies, the most highly evolved luxury consumers who have emerged from their luxury cocoons with a passion to reconnect with the outside world. Powered by a search for meaning and new experiences, the butterflies have the least materialistic orientation among the segments, yet they spend nearly as much as the X-Fluents on luxury; Luxury Cocooners who are focused on hearth and home. They spend most of their luxury budgets on home-related purchases; Aspirers, those luxury consumers who have not yet achieved the level of luxury to which they aspire. They are highly attuned to brands and believe luxury is best expressed in what they buy and what they own. Temperate Pragmatist a newly emerged luxury consumer who is not all that involved in the luxury lifestyle. As their name implies, they are careful spenders and not given to luxury indulgence.

Additional Information

Report Excerpt:

This report provides data about the purchase behavior of the nation's top quintile of affluent high-end shoppers. The report contains detail statistics covering 2008- 2010 calendar years about what luxuries affluents bought; how much they spent including product level detail for three consecutive years for trend analysis; the types of stores that attract the consumers' share of wallet by category; and the brands they support. Also included are wrap ups of eight special investigations into the mindset of luxury consumers, including how the recession is affecting their shopping; role of green marketing in their purchase decisions; and how the country of origin of luxuries influences them to buy.