Luxury Brands - How to Succeed Online

Published by: Ledbury Research

Published: May. 31, 2004 - 41 Pages

Table of Contents

Executive Summary

· Research Sources

· Consumer Understanding - Overview

· Figure 1 Percentage of adults with home Internet access by income decile group

· Figure 2 Online access and expenditure on clothing and watches by age

· Figure 3 Channels non-affluent consumers would consider buying each product type through

· Figure 4 Channels affluent consumers would consider buying each product type through

· Figure 5 Difference between affluent and non-affluent

· Consumer Understanding - The Affluent Consumer

· Figure 6 Technology use by affluent and non-affluent individuals

· Figure 7 Online buying by value of product for affluent and non-affluent consumers

· Figure 8 Online activities for affluent and non-affluent consumers

· Figure 9 % of different affluent category spenders that are online gift buyers

· Figure 10 Factors affecting luxury goods purchasing cut by those who do and those who don’t buy gifts online

· Free-text answers from affluent consumers

· Industry Perspective

· Industry Reality

· Web site review scorecard

· Site Reviews

· Analysis and Recommendations

· Methodology and Further Information

Abstract

'How to Succeed Online' is essential for anyone within a marketing or management position in a company selling luxury or premium products or services.

The report is based on a thorough understanding of what today’s consumer wants and what the luxury industry is currently providing. In the majority of cases, these are two different things and potential customers are being disappointed.

There exists a myriad of difficult questions and confusion about where the Website should sit within a premium or luxury company. 'How to Succeed Online' solves these.

Best practices have been found from Ledbury’s extensive research and consulting experience within the luxury industry, from outside the industry, and from the consumer needs. 'How to Succeed Online' shows how, through these detailed best practices, luxury companies should and can deliver their brand values online.

How to Succeed Online' contains information from Ledbury’s Affluent Consumer Survey; Ledbury’s survey to 1,200 UK Consumers; Depth Interviews with 15 luxury brands, and nearly 100 website reviews, 25 of which are scored in the report.

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