Future of the Luxury Market After the Recession (Executive Summary 1Q2009 Luxury Tracking)

Published by: Unity Marketing Inc.

Published: May. 27, 2009 - 72 Pages

Table of Contents

Chapter 1¡ª Introduction

Special Investigation: Luxury Consumers How the Recession Is Affecting Their Luxury Lifestyles

Qualitative and quantitative research methodologies

What the word "Luxury" means to affluents

Luxury Marketers >> Take Action:

Luxury is both material and experiential

Luxury Marketers >> Take Action

Role of luxury in the affluent's lifestyle

Luxury Marketers >> Take Action:

The recession has had wide spread negative impacts on affluent consumers' incomes and lifestyles

Figure 1: How current recession impacted one's financial situation

Figure 2: Changes to personal financial situation

Impact of economic crisis on affluents' wealth

Figure 3: Changes in Wealth Past 12 Months

Affluents are being more careful about their spending

Luxury Marketers >> Take Action:

Status is out, anti-status is in

Luxury Marketers >> Take Action

Luxury brands have to deliver exceptional quality; they can't rest solely upon brand or reputation

Luxury Marketers >> Take Action

The Good-The Bad- The Ugly in the current recession

Figure 4: Changes made in shopping due to recession

Luxury Marketers >> Take Action:

Luxury Marketers >> Take Action:

Luxury Marketers >> Take Action:

Luxury Marketers >> Take Action:

Luxury Marketers >> Take Action:

Luxury Marketers >> Take Action:

Overview Attitude Statements

Figure 5: Attitudes Statements Agreement

Chapter 2 ¡ª Luxury Tracking Study Topline Findings

LCI Experiences Strongest Rise Since Tracking began

Figure 6: Luxury Consumption Index

Luxury Consumers¡¯ Feelings of Financial Well-Being

Figure 7: Feelings of Financial Well-Being

Spending Trends on Luxury In Past Twelve Months

Figure 8: Trends on Spending on Luxury in the Past Twelve Months

Luxury Consumers' Future Spending Expectation

Figure 9: Trends in Spending on Luxury in the Coming Twelve Months

Confidence in Financial Health of Country

Figure 10: Financial Health of the Country

Financial Prospects in Next Twelve Months

Figure 11: Financial Prospects Next Twelve Months

Investments and Savings in the Current Quarter

Figure 12: Trends in Saving and Investing Now Compared with Twelve Months Ago

Investments and Savings in the Coming Year

Figure 13: Trends in Saving and Investing in Coming Twelve Months

Ways Affluent Consumers Are Changing their Lifestyles

Figure 14: Changes in Luxury Consumer Lifestyles

Total Luxury Purchase Incidence

Figure 15: Overall Luxury Purchase Incidence (All Affluent Consumers)

¡ú Key Finding: Implications For Marketers on Purchase Incidence

Luxury Purchase Incidence

Figure 16: Luxury Purchase Incidence

Luxury Consumers¡¯ Average Spending on Luxuries

Figure 17: Average Spending on Luxuries

Spending by Income Segment

Figure 18: Luxury Spending by Income Segments (current quarter and same period year ago)

Total Spending by Age Segments

Figure 19: Total Spending on Luxury by Age Segments -- Young Affluents and Over 40 Year Olds (Current period and same period previous year)

Total Luxury Spending by Gender

Figure 20: Total Spending on Luxury by Gender (Current period and same period previous year)

Trends in Spending by Key Demographic Segments

Figure 21: Trends in Spending on Luxury by Demographic Segment (Age, Gender, Income)

Where Luxury Consumers Shopped for Their Luxury Goods

Home Luxury Goods

Figure 22: Favorite Shopping Destinations for Home Luxury Goods Shoppers

Personal Luxury Goods

Figure 23: Favorite Shopping Destinations for Personal Luxury Goods Shoppers

Luxury Shoppers¡¯ Favorite Department Stores

Figure 24: Store Brand Usage for Any Luxury Shopping

Abstract

New Research Study Answers the Most Pressing Questions about the Future of Luxury Brands after the Recession:

• How is the economy affecting your affluent customers?
• What is the future of the luxury market AFTER the recession?
• Does putting your brand on sale impact the long term value of your brand in the customers' eyes?
• What is the REAL impact of discounting and sales on the image of your luxury brand or your luxury store?

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