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Published by: Unity Marketing Inc.
Published: May. 18, 2009 - 256 Pages
Table of Contents
- Introduction
- Unity Marketing's annual state of the luxury market report
- Luxury Tracking Survey Methodology
- Sample Demographics
- Income Demographics
- Figure 1: Income Demographics, 2006-2008
- Gender
- Age Distribution
- Figure 2: Age Distribution
- Generations
- Figure 3: Generations of Affluents
- Other Demographic Variables
- Chapter 1¡ª About the Luxury Market
- Number of Households in Top 20 Percent
- Figure 4: Number of Households by Income, 2006-2007
- Demographics of the Top 20 Percent of Americans
- Figure 5: Household income by Age, 2006 & 2007
- Increasing Diversity in the Luxury Market
- Figure 6: Diversity of Luxury Market
- Financial Status of Affluents¡¯ Family of Origin
- Figure 7: Financial Status of Family of Origin
- New Luxury Market Paradigm ¡ª From Things to Experiences
- Experiences Provide the Greatest Luxury Satisfaction
- Figure 8: Source of Greatest Luxury Satisfactions
- Chapter 2 ¨C How Affluent Consumers Feel about the Economy and their Financial Status
- LCI Holds Steady At the End of 2008
- Figure 9: Luxury Consumption Index
- ¡úKey Finding: What Marketers Can Do Today to Plan for Tomorrow
- Luxury Consumers¡¯ Feelings of Financial Well-Being
- Figure 10: Financial Well Being
- Luxury Consumers and Reported Spending Trends
- Figure 11: Luxury Spending Trends Past Twelve Months
- Luxury Consumers and Their Spending Expectations
- Figure 12: Expected Spending on Luxury Next 12 Months
- Luxury Consumers¡¯ Confidence in Financial Health of the Country
- Figure 13: Overall Financial Health of Country
- Luxury Consumers Financial Prospects
- Figure 14: Financial Prospects Next Twelve Months
- Investments and Savings in the Current Quarter
- Figure 15: Trends in Saving and Investing Now Compared with Twelve Months Ago
- Investments and Savings in the Coming Year
- Figure 16: Trends in Saving and Investing in Coming Twelve Months
- >> Luxury Marketers: Take Action
- Ways Affluent Consumers Are Changing their Lifestyles
- Figure 17: Changes in Luxury Consumer Lifestyles
- Predictions for the Luxury Market in 2009 and Beyond
- Affluent Consumers Are Changing Their Behavior
- A New Personality Emerges in the Luxury Consumer Market
- Evolution from "Consuming Culture" to a "Caring, Sharing, Saving Culture"
- What's Next for Luxury Marketers?
- >> Luxury Marketers: Take Action
- Final Thoughts
- Chapter 3 ¨C About the Luxuries Affluent Consumers Purchase and How Much They Spend
- Total Luxury Purchase Incidence
- Figure 18: Overall Luxury Purchase Incidence (All Affluent Consumers), 2006-2008
- >> Luxury Marketers: Take Action
- Luxury Purchase Incidence
- Figure 19: Luxury Purchase Incidence, 2006-2008
- Luxury Consumers¡¯ Average Spending
- Figure 20: Average Spending on Luxury, 2007-2008
- >> Luxury Marketers: Take Action
- Figure 21: Trends in Spending and Purchase Incidence (2007-2008)
- Luxury Spending by Income Segments
- Figure 22: Luxury Spending by Income Segment, 2007-2008
- Luxury Spending by Age Segment
- Figure 23: Luxury Spending by Age ¨C 40 and Under and Over 40. 2007-2008
- Luxury Spending by Gender
- Figure 24: Luxury Spending by Gender, 2007-2008
- Luxury Spending by Segment Summary
- Figure 25: Luxury Spending by Segment Summary, 2007-2008
- >> Luxury Marketers: Take Action
- Last Luxury Purchase Bought on Sale or at a Discount
- Figure 26: Most Recent Luxury Purchase Bought on Sale or at a Discount (2006 & 2008)
- >>Luxury Marketers: Take Action
- Figure 27: Percentage of Discounted Purchase and Change in Average Amount Spent (2008)
- Overview Where Luxury Consumers Shopped
- Figure 28: Where People Shopped for Home and Personal Luxuries
- Luxury Shoppers¡¯ Favorite Luxury Department Stores and Mass/Discount Stores
- Figure 29: Store Brand Usage for Any Luxury Shopping, 2007-2008, including ultra-affluents
- Luxury Consumers¡¯ Favorite Magazines
- Figure 30: Luxury Consumers Favorite Magazines, 2006-2008
- Chapter 4 ¡ª Personal Luxury Purchases Detail Findings
- Personal Luxury Purchase Incidence
- Figure 31: Personal Luxury Purchase Incidence, 2006-2008
- Personal Luxuries Spending Overview
- Figure 32: Personal Luxury Spending, 2007-2008
- Personal Luxury Spending by Demographic Segments
- Figure 33: Personal Luxury Spending by Demographic Spending 2007-2008
- Where Personal Luxuries Are Bought
- Figure 34: Where Luxury Consumers Shop for Personal Luxuries
- Automobiles & Recreational Vehicles-Purchase Details
- Amount Spent on Automobiles & Recreational Vehicles
- Figure 35: Automobile Spending by Demographic Segment 2007-2008
- >> Automobile Luxury Marketers: Take Action
- Type of Luxury Automobile Bought
- Figure 36: Type of Luxury Automobile
- Country of Origin
- Figure 37: Automobile Country of Origin
- Key Influencers for Automobiles
- Figure 38: Automobile Key Influencers for Purchase
- Clothing & Apparel-Purchase Details
- Type of Clothing & Apparel Bought
- Figure 39: Type of Clothing & Apparel Bought
- Amount Spent on Clothing & Apparel
- Figure 40: Clothing and Apparel Spending by Demographic Segment 2007-2008
- Clothing & Apparel: Estimated Spending by Product
- Figure 41: Estimated Spending on Luxury Clothing & Apparel (2007-2008)
- >> Clothing Luxury Marketers: Take Action
- Where People Shopped for Luxury Clothing & Apparel
- Figure 42: Clothing & Apparel Shopping Choices
- Estimated Spending on Clothing & Apparel by Type of Store
- Figure 43: Estimated Spending on Luxury Clothing & Apparel by Type of Store (2007-2008)
- >> Clothing Luxury Marketers: Take Action
- Clothing & Apparel Brand Usage
- Figure 44: Clothing & Apparel Brand Usage
- Key Influencers for Clothing & Apparel Purchases
- Figure 45: Clothing & Apparel Key Influencers for Purchase
- Fashion Accessories-Purchase Details
- Type of Fashion Accessories Bought
- Figure 46: Type of Fashion Accessories Bought
- Amount Spent on Fashion Accessories
- Figure 47: Fashion Accessories Spending by Demographic Segment 2007-2008
- Fashion & Accessories: Estimated Spending by Product
- Figure 48: Estimated Spending on Luxury Fashion Accessories (2007-2008)
- >> Fashion Accessories Luxury Marketers: Take Action
- Where People Shopped for Luxury Fashion Accessories
- Figure 59: Fashion Accessories Shopping Choices
- Estimated Spending on Fashion Accessories by Type of Store
- Figure 49: Estimated Spending on Fashion Accessories by Type of Store (2007 & 2008)
- >> Fashion Accessories Luxury Marketers: Take Action
- Luxury Fashion Accessories Brand Usage
- Figure 50: Fashion Accessories Brand Usage
- Key Influencers for Fashion Accessories Purchases
- Figure 51: Fashion Accessories Key Influences for Purchase
- Fragrance, Cosmetics, and/or Beauty Products-Purchase Details
- Type of Cosmetics Bought
- Figure 52: Type of Cosmetics & Beauty Products Bought
- Amount Spent on Fragrance, Cosmetics and/or Beauty Products
- Figure 53: Fragrance, Beauty, Cosmetic Spending by Demographic Segment 2007-2008
- Cosmetics & Beauty: Estimated Spending by Product
- Figure 54: Estimated Spending on Luxury Cosmetics and Beauty Products (2007-2008)
- >> Beauty Luxury Marketers: Take Action
- Where People Shopped for Luxury Fragrance, Cosmetics and/or Beauty Products
- Figure 55: Fragrance, Cosmetics, Beauty Products Shopping Choices
- Estimated Spending on Beauty by Type of Store
- Figure 56: Estimated Spending on Luxury Beauty by Type of Store (2007 -2008)
- >> Beauty Luxury Marketers: Take Action
- Cosmetics, Beauty Products, Fragrances Brand Usage
- Figure 57: Beauty Brands Purchase Incidence ¨C Prestige and Mass Brands
- Key Influencers for Cosmetics, Beauty Products, Fragrances
- Figure 58: Cosmetics, Beauty Products, Perfume Key Influencers for Purchase
- Wine & Spirits ¡ª Purchase Details
- Type of Wine & Spirits Bought
- Figure 59: Type of Wine & Spirits Bought
- Amount Spent on Wine & Spirits
- Figure 60: Wine & Spirit Spending by Demographic Segment 2007-2008
- Wine & Spirits: Estimated Spending by Product
- Figure 61: Estimated Spending on Type of Wine & Spirits Bought (2007-2008)
- >> Wine & Spirits Luxury Marketers: Take Note
- Key Influencers for Wine & Spirits
- Figure 62: Wine & Spirits Key Influencers for Purchase
- Jewelry-Purchase Details
- Type of Jewelry Bought
- Figure 63: Type of Jewelry Bought
- Amount Spent on Jewelry
- Figure 64: Jewelry Spending by Demographic Segment 2007-2008
- Estimated Spending on Women's & Men's Jewelry
- Figure 65: Estimated Spending on Women's & Men's Jewelry (2007-2008)
- >> Jewelry Marketers: Take Action
- Type of Women¡¯s Jewelry Bought
- Figure 66: Type of Women¡¯s Jewelry Bought
- Women's Jewelry: Estimated Spending by Product Type
- Figure 67: Estimated Spending on Women's Jewelry by Product Type (2007-2008)
- Type of Men¡¯s Jewelry Bought
- Figure 68: Type of Men's Jewelry Bought
- Women's Material of Composition
- Figure 69: Material of Composition Women¡¯s Jewelry
- Women's Jewelry: Estimated Spending by Product Material & Gemstone
- Figure 70: Estimated Spending on Women's Jewelry by Material (2007-2008)
- Figure 71: Estimated Sales of Women's Jewelry by Gemstone (2007-2008)
- >> Women's Jewelry Luxury Marketers: Take Action
- Men's Material of Composition
- Figure 72: Men's Jewelry: Material of Composition
- Where People Shopped for Jewelry
- Figure 73: Jewelry Shopping Choices
- Estimated Spending on Jewelry by Type of Store
- Figure 74: Estimated Spending on Jewelry by Type of Store (2007-2008)
- >>Jewelry Luxury Marketers: Take Action
- Jewelry Brand Usage
- Figure 75: Jewelry Brand Usage
- Key Influencers for Jewelry Purchases
- Figure 76: Jewelry Key Influencers for Purchase
- Watches-Purchase Details
- Type of Watches Bought
- Figure 77: Type of Watches Bought
- Amount Spent on Watches
- Figure 78: Watches Spending by Demographic Segment 2007-2008
- Watches: Estimated Spending by Type
- Figure 79: Estimated Spending by Type of Watch (2007-2008)
- >> Watch Luxury Marketers: Take Action
- Material of Composition Formal/Dress Watches
- Figure 80: Material of Composition Formal/Dress Watches
- Where People Shopped for Luxury Watches
- Figure 81: Watches Shopping Choices
- Estimated Spending on Watches by Type of Store
- Figure 82: Estimated Spending on Watches by Type of Store (2007-2008)
- Watches Brand Usage
- Watches Brand Usage
- Figure 83: Watch Brand Usage
- Key Influencers for Watch Purchases
- Figure 84: Watches Key Influencers for Purchase
- Biggest Winners & Losers in the Personal Luxury Market
- Figure 85: Top Ten Fastest Growing Products and Biggest Losers in Personal Luxury Market ( 2008)
- Chapter 5 ¡ª About Luxury Consumers' Attitudes toward Luxury
- Personalities of the Luxury Consumers
- The Extent of Luxury ¨C How Invested Are Luxury Consumers in their Luxury Lifestyles?
- Figure 86: The Extent of Luxury in Luxury Consumers' Lives -- the Good, Better, Best and the 'I just don't care all that much'
- Figure 87: Difference in Spending on Luxury based upon good, better, best attitudes
- Changing Personalities in the 'New Luxury' Market
- Figure 88: Attitudes about Luxury, 2007 & 2003 surveys
- Shifts in Attitudes about Luxury
- A New Luxury Consumer Personality Emerges ¡ª Temperate Pragmatist
- Figure 89: Personalities of Luxury, 2007 & 2003
- Figure 90: Attitudes about Luxury by Personality Segment, 2007
- Introducing the Five Luxury Consumer Personalities
- Luxury Personalities and Their Spending on Luxuries
- Figure 91: Average Spending on Luxury by Personality Types
- Personalities' feelings about their current financial status and future status
- Demographics that define the personalities
- Figure 92: Average Income by Personality
- Field Guide to the Five Luxury Personalities
- Figure 93: Field Guide to the Luxury Personalities
- Chapter 6 ¡ªLuxury Consumers' Charitable Giving
- Charitable Giving Tops $300 billion in 2007
- Figure 94: Giving Back in Past Year
- Demographics of Giving Back
- Level of Charitable Giving
- Figure 95: Charitable Donations by Demographic Segments
- Why They Give
- Figure 96: Factors that Influence Giving
- About the Charities that Benefit from Affluent Giving
- Figure 97: Causes that Affluents Donate to
- Figure 98: Top Named Charities
- Trends in Giving
- Figure 99: Trends in Charitable Giving, 2008 to 2009
- Emerging Trend in the Luxury Market ¡ª Transition from a 'consumer culture' to a 'caring and sharing' culture
- Figure 100: Importance of Company's Environmental Practices in Making Consumer Decisions
- Giving Back Is the 'New Black'
- New Luxury Is about a Lifestyle that Is Attainable and Accessible, Fun and Personally Gratifying
- Figure 101: Affluent Consumers' Attitude toward Luxury Indulgence
- Luxury Marketers Face an Increasingly Resistant Consumer
- Where They Get their Greatest Luxury Satisfaction ¨C What They Do, not What They Have
- Figure 102: Source of Consumers' Greatest Luxury Satisfaction
- Is a New Era of Post-Materialism Dawning in America?
- >> Luxury Marketers: Take Action
- Chapter 7 ¡ª Luxury Consumer and the Loyalty Factor
- Luxury Consumers¡¯ Membership in Loyalty Programs
- Figure 103: Membership in Loyalty Programs, by age and by income
- Membership and It¡¯s Impact on Brand Choices
- Figure 104: How Strongly Loyalty Programs Influence Brand Choices
- Membership and Its Impact on Luxury Spending
- Case Studies of Effective Loyalty Programs
- Characteristics of Effective Loyalty Programs
- Chapter 8 ¡ª Luxury Consumers & Their Use of the Internet
- Internet Is Growing in Importance in the Lives of Luxury Consumers
- Use of Social Networking Sites
- Figure 105: Visited Social Networking or Social Shopping Sites Past Three Months, by Age
- Use of Internet to Research Purchases
- Figure 106: Use of Magazines To Learn About Internet
- Role of Magazines in Introducing Affluents to Internet Websites
- Figure 107: Role of Magazines in Making Consumers Aware of New Websites
- Features that Attract Internet Visitors
- Figure 108: Factors that Drew Luxury Consumers to Particular Website in Past Three Months
- Use of the Internet to Support Luxury Purchases
- Figure 109: Use of the Internet to Support Purchases, by Product and Service
- How Spending on Luxury Is Linked with Internet Usage
- Figure 110: Average Amount Spent by Luxury Consumers by Product Category and Use of Internet
- Internet Applications Used
- Figure 111: Uses of Internet in Support of Luxury Goods Purchases
- Role of the Internet in Influencing Last Purchase
- Figure 112: Internet Rated Very Important in Influencing Last Purchase
- How Luxury Travelers Use the Internet
- Figure 113: Use of the Internet by Luxury Travel Purchasers
- >> Luxury Marketers: Take Action
- Trends in Internet Use and Spending
- Figure 114: Average Time Spent Online for Internet Shopping and Research Purchases, 3Q2007 & 3Q2005216
- Figure 115: Average Amount Spent on Internet Making Purchases, 3Q2007 & 3Q2005
- Internet Features Luxury Shoppers Value Most
- Figure 116: Features Luxury Shoppers Consider Very Important for Using the Internet for Shopping, 3Q2007 & 3Q2005
- Internet Features that Discourage Its Use
- Features that Are Very Important for a Luxury Website
- Figure 118: Features Very Important for a Luxury Website
- Luxury Consumers' Favorite Internet Websites
- Figure 119: Top Ten Luxury Consumers' Websites
- Chapter 9 ¡ª Luxury Consumers & the Origin of Luxury Goods
- Which Countries Produce the Best Quality Luxury Goods¡-and the Worst
- Where Luxury Goods Are Manufactured Influences Luxury Consumers' Purchase Decision
- Figure 120: Importance of Place of Manufacture of Luxury Goods
- Countries Most Respected for Producing Better Quality Luxury Goods
- Figure 121: Countries that Produce Better Quality Luxury Goods, percentages and index
- Countries of Manufacture Where Quality Is Perceived as Lacking
- Figure 122: Countries Associated with Poorer Quality Luxury Goods, percentage and index
- Attitudes about Place of Manufacture
- Figure 123: Attitudes about Place of Manufacture
- >> Luxury Marketers: Take Action
- Some countries produce better quality luxury goods than others
- Chapter 10 ¡ª Luxury Consumers & Green Marketing
- Can You Be Green and Luxury? More Luxury Brands Are Trying to Find the Connection
- Luxury Consumers & their Green Awareness
- Figure 124: Green Issues Rated Very Important among Luxury Consumers
- Women take the lead in environmental awareness
- >>Luxury Marketers: Take Action
- Importance of Company's Environmental Practices in Making Consumer Decisions
- Figure 125: Importance of Company's Environmental Practices in Consumer Decisions (rated very/somewhat important)
- What Environmentally-Friendly Products They Own or Recently Purchased
- Figure 126: Green Products Recently Purchased or Owned by Luxury Consumers
- >> Luxury Marketers: Take Action
- Willingness to Pay More for Environmentally-Sound Goods
- Figure 127: Willingness to Pay 20 percent More for Environmentally-Friendly Products
- >> Luxury Marketers: Take Action
- Chapter 11 ¡ª Luxury Consumers and the Current Economic Crisis
- How Luxury Consumers' Shopping Behavior Is Changing due to the Current Economic Crisis
- Figure 142: Changes Luxury Consumers Have Made in Past 12 Months
- Even Ultra-Affluents Are Making Changes
- Figure 143: Changes Ultra-Affluent Consumers Have Made in Past 12 Months
- >> Luxury Marketers: Take Action
- Impact of Economic Crisis on Affluents' Wealth
- Figure 144: Changes in Wealth Past 12 Months
- Figure 145: Response to Changes in the Stock Market
- Specific Challenges in Managing their Money
- Figure 146: Specific Challenges in Managing Money
- Strategies Used to Manage Money Better
- Figure 147: Strategies Used to Manage Their Money Better
- Satisfaction in How They Manage Their Money
- Figure 148: Level of Happiness with How Manage Money
- >> Luxury Marketers: Take Action
AbstractThe Ultimate Guide to the Luxury Consumer Market for Fashion, Beauty, Jewelry and Watches, Wine and Spirits Brands
Unity Marketing's Personal Luxury Report 2009 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.
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 2009 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. The survey sample of 4,609 luxury consumers surveyed in 2008 with an average income of about $200,000 is representative of the 22 million affluent households in the country.
Get Full Details About This Report >>
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