1Q2009 Luxury Tracking survey with report on luxury market after the recession

Published by: Unity Marketing Inc.

Published: May. 22, 2009 - 216 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

Chapter 3 ¡ª Home Luxury Purchase Detail

Home Luxury Purchase Incidence

Figure 25: Home Luxury Purchase Incidence

Home Luxury Spending

Figure 26: Home Luxury Spending

Home Luxury Spending by Demographic Segments

Figure 27: Total Home Luxury Spending by Demographic Segments

Art & Antiques ¡ª Purchase Details

Type of Art and Antiques Bought

Figure 28: Type of Art Bought

Amount Spent on Art & Antiques

Figure 29: Art & Antique Spending by Demographic Segment

Art & Antique: Estimated Spending by Product

Figure 30: Estimated Spending on Luxury Art & Antique Products

>>Art Luxury Marketers: Take Action

Where People Shopped for Luxury Art & Antiques

Figure 31: Art & Antiques Shopping Choices

Estimated Spending on Art & Antiques by Type of Store

Figure 32: Estimated Spending on Luxury Art & Antiques by Type of Store

Home Electronics ¡ª Purchase Details

Type of Home Electronics Bought

Figure 33: Type of Electronics Bought

Amount Spent on Luxury Home Electronics

Figure 34: Electronics Spending by Demographic Segment

Electronics & Photography: Estimated Spending by Product

Figure 35: Estimated Spending on Luxury Electronics & Photography Equipment Products

Where People Shopped for Luxury Home Electronics

Figure 36: Electronics & Photography Shopping Choices

Estimated Spending on Electronics & Photography Equipment by Type of Store

Figure 37: Estimated Spending on Luxury Electronics by Type of Store

Home and Personal Electronics Brand Usage

Figure 38: Electronics & Photography Brand Purchase

Home Decorating Fabrics, Window & Wall Coverings ¡ª Purchase Details

Type of Home Decorating Fabrics, Window & Wall Coverings Bought

Figure 39: Type of Home Decor Fabrics, Window & Wall Coverings Bought

Amount Spent on Home Decorating Fabrics, Window & Wall Coverings

Figure 40: Spending Fabrics, Window, Wall Coverings by Demographic Segment

Home D¨¦cor Fabrics, Window & Wall Coverings: Estimated Spending by Product

Figure 41: Estimated Spending on Luxury Fabrics, Window & Wall Coverings

Where People Shopped for Luxury Home Decorating Fabrics, Window and Wall Coverings

Figure 42: Home Decorating Fabrics, Windows & Wall Coverings Shopping Choices

Estimated Spending on Fabrics, Window & Wall Coverings by Type of Store

Figure 43: Estimated Spending on Luxury Fabrics, Wall & Window Coverings by Type of Store

Furniture, Lamps & Floor Coverings ¡ª Purchase Details

Type of Furniture, Lamps & Floor Coverings Bought

Figure 44: Type of Furniture, Lamps, Floor Coverings Bought

Amount Spent on Furniture, Lamps and Floor Coverings

Figure 45: Furniture, Lamps and Floor Covering Spending by Demographic Segment

Furniture, Lamps and Rugs: Estimated Spending by Product

Figure 46: Estimated Spending on Luxury Furniture, Lamps and Floor Coverings Products

Where People Shopped for Luxury Furniture, Lamps and Floor Coverings

Figure 47: Furniture, Lamps, Floor Coverings Shopping Choices

Estimated Spending on Furniture, Lamps and Rugs by Type of Store

Figure 48: Estimated Spending on Luxury Furniture, Maps and Rugs by Type of Store

Garden, Outdoor, Lawn & Patio Products ¡ª Purchase Details

Type of Garden/Outdoor Bought

Figure 49: Type of Garden/Outdoor Living Luxuries Bought

Amount Spent on Garden

Figure 50: Garden/Outdoor Spending by Demographic Segment

Outdoor/Garden Luxury: Estimated Spending by Product

Figure 51: Estimated Spending on Luxury Outdoor/Garden by Products

>>Garden and Outdoor Luxury Marketers: Take Action

Where People Shopped for Luxury Garden, Outdoor, Lawn, & Patio Products

Figure 39: Garden, Outdoor, Patio, Lawn Shopping Choices

Estimated Spending on Outdoor/Garden by Type of Store

Figure 52: Estimated Spending on Luxury Outdoor & Garden by Type of Store

Kitchenware, Cookware & Housewares ¡ª Purchase Detail

Type of Kitchenware, Cookware & Housewares Bought

Figure 53: Type of Kitchenware, Cookware, Housewares Bought

Amount Spent on Kitchenware, Cookware & Housewares

Figure 54: Kitchenware, Housewares Spending by Demographic Segment

Kitchenware, Housewares: Estimated Spending by Product

Figure 55: Estimated Spending on Luxury Kitchenware, Housewares by Product

Where People Shopped for Luxury Kitchenware, Cookware, Housewares

Figure 56: Kitchenware, Cookware, Housewares Shopping Choices

Estimated Spending on Kitchenware, Housewares by Type of Store

Figure 57: Estimated Spending on Kitchenware, Housewares by Type of Store

Kitchen Appliances, Bath & Building Products ¡ª Purchase Details

Type of Kitchen Appliances, Bath & Building Products Bought

Figure 58 : Type of Kitchen Appliances, Bath & Building Products Bought

Amount Spent on Kitchen Appliances

Figure 59: Kitchenware, Housewares Spending by Demographic Segment

Kitchen Appliances, Building & Bath: Estimated Spending by Product

Figure 60: Estimated Spending on Luxury Kitchen Appliances, Bath and Building Products

Where People Shopped for Luxury Kitchen Appliances, Bath and Building Products

Figure 61: Kitchen Appliances, Bath & Building Products Shopping Choices

Estimated Spending on Kitchen Appliances, Bath & Building Products by Type of Store

Figure 62: Estimated Spending on Kitchen Appliances, Building and Bath Products by Type of Store

Linens & Bedding Products ¡ª Purchase Details

Type of Linens and Bedding Bought

Figure 63: Types of Linens & Bedding Bought

Amount Spent on Linens and Bedding

Figure 64: Linens and Bedding Spending by Demographic Segment

Linens & Bedding: Estimated Spending by Product

Figure 65: Estimated Spending on Luxury Linens & Bedding Products

Where People Shopped for Luxury Linens & Bedding Products

Figure 66: Linens & Bedding Shopping Choices

Estimated Spending on Linens & Bedding by Type of Store

Figure 67: Estimated Spending on Linens & Bedding by Type of Store

Tabletop, Dinnerware, Flatware, Servingware ¡ª Purchase Details

Type of Tabletop Purchased

Figure 68: Type of Tabletop Purchased

Amount Spent on Tabletop

Figure 69: Tabletop Spending by Demographic Segment

Tabletop: Estimated Spending by Product

Figure 70: Estimated Spending on Luxury Tabletop Products

Where People Shopped for Luxury Tabletop Products

Figure 71: Tabletop Shopping Choices

Estimated Spending on Tabletop by Type of Store

Figure 72: Estimated Spending on tabletop by Type of Store

Tabletop Brand Usage

Figure 73: Tabletop Brand Awareness & Usage

Biggest Winners & Losers in the Home Luxury Market

Figure 74: Top Ten Fastest Growing Products and Biggest Losers in Home Luxury (current quarter compared to previous quarter)

Chapter 4 ¡ª Personal Luxury Purchases Detail

Personal Luxury Purchase Incidence

Figure 75: Personal Luxury Purchase Incidence

Personal Luxuries Spending

Figure 76: Personal Luxury Spending,

Personal Luxury Spending by Demographic Segments

Figure 77: Personal Luxury Spending by Demographic Spending

Where Personal Luxuries Are Bought

Figure 78: Where Luxury Consumers Shop for Personal Luxuries

Automobiles & Recreational Vehicles - Purchase Details

Amount Spent on Automobiles & Recreational Vehicles

Figure 79: Automobile Spending by Demographic Segment

>> Automobile Luxury Marketers: Take Action

Type of Luxury Automobile Bought

Figure 80: Type of Luxury Automobile

Country of Origin

Figure 81: Country of Origin

Clothing & Apparel - Purchase Details

Type of Clothing & Apparel Bought

Figure 82: Type of Clothing & Apparel Bought

Amount Spent on Clothing & Apparel

Figure 83: Clothing and Apparel Spending by Demographic Segment

Clothing & Apparel: Estimated Spending by Product

Figure 84: Estimated Spending on Luxury Clothing & Apparel (2007-2008)

Where People Shopped for Luxury Clothing & Apparel

Figure 85: Clothing & Apparel Shopping Choices

Estimated Spending on Clothing & Apparel by Type of Store

Figure 86: Estimated Spending on Luxury Clothing & Apparel by Type of Store

Clothing & Apparel Brand Usage

Figure 87: Clothing & Apparel Brand Usage

Fashion Accessories - Purchase Details

Type of Fashion Accessories Bought

Figure 88 : Type of Fashion Accessories Bought

Amount Spent on Fashion Accessories

Figure 89: Fashion Accessories Spending by Demographic Segment

Fashion & Accessories: Estimated Spending by Product

Figure 90: Estimated Spending on Luxury Fashion Accessories (2007-2008)

Where People Shopped for Luxury Fashion Accessories

Figure 59: Fashion Accessories Shopping Choices

Estimated Spending on Fashion Accessories by Type of Store

Figure 91: Estimated Spending on Fashion Accessories by Type of Store

Luxury Fashion Accessories Brand Usage

Figure 92: Fashion Accessories Brand Usage

Fragrance, Cosmetics, and/or Beauty Products - Purchase Details

Type of Cosmetics Bought

Figure 93: Type of Cosmetics & Beauty Products Bought

Amount Spent on Fragrance, Cosmetics and/or Beauty Products

Figure 94: Fragrance, Beauty, Cosmetic Spending by Demographic Segment

Cosmetics & Beauty: Estimated Spending by Product

Figure 95: Estimated Spending on Luxury Cosmetics and Beauty Products

Where People Shopped for Luxury Fragrance, Cosmetics and/or Beauty Products

Figure 96: Fragrance, Cosmetics, Beauty Products Shopping Choices

Estimated Spending on Beauty by Type of Store

Figure 97: Estimated Spending on Luxury Beauty by Type of Store

Cosmetics, Beauty Products, Fragrances Brand Usage

Figure 98: Beauty Brands Purchase Incidence

Wine & Spirits ¡ª Purchase Details

Type of Wine & Spirits Bought

Figure 99: Type of Wine & Spirits Bought

Amount Spent on Wine & Spirits

Figure 100: Wine & Spirit Spending by Demographic Segment

Wine & Spirits: Estimated Spending by Product

Figure 101: Estimated Spending on Luxury Wine & Spirits by Product Type

Jewelry - Purchase Details

Type of Jewelry Bought

Figure 102: Type of Jewelry Bought

>>Jewelry Luxury Marketers: Take Action

Amount Spent on Jewelry

Figure 103: Jewelry Spending by Demographic Segment

Estimated Spending on Women's & Men's Jewelry

Figure 104: Estimated Spending on Women's & Men's Jewelry

Type of Women¡¯s Jewelry Bought

Figure 105: Type of Women¡¯s Jewelry Bought

Women's Jewelry: Estimated Spending by Product Type

Figure 106: Estimated Spending on Women's Jewelry by Product Type

Type of Men¡¯s Jewelry Bought

Figure 107: Type of Men's Jewelry Bought

Women's Material of Composition

Figure 108: Material of Composition Women¡¯s Jewelry

Women's Jewelry: Estimated Spending by Product Material & Gemstone

Figure 109: Estimated Spending on Women's Jewelry by Material

Figure 110: Estimated Sales of Women's Jewelry by Gemstone

Men's Material of Composition

Figure 111: Men's Jewelry: Material of Composition

Where People Shopped for Jewelry

Figure 112: Jewelry Shopping Choices

Estimated Spending on Jewelry by Type of Store

Figure 113: Estimated Spending on Jewelry by Type of Store

Jewelry Brand Usage

Ultra-affluents strongly attracted to luxury jewelry brands

Figure 114: Jewelry Brand Usage

Watches - Purchase Details

Type of Watches Bought

Figure 115: Type of Watches Bought

Amount Spent on Watches

Figure 116: Watches Spending by Demographic Segment

Watches: Estimated Spending by Type

Figure 117: Estimated Sales of Watches by Type

Material of Composition Formal/Dress Watches

Figure 118: Material of Composition Formal/Dress Watches

Where People Shopped for Luxury Watches

Figure 119: Watches Shopping Choices

Estimated Spending on Watches by Type of Store

Figure 120: Estimated Spending on Watches by Type of Store

Watches Brand Usage

Watches Brand Usage

Figure 121: Watch Brand Usage

Personal Electronics - Purchase Details

Type of Personal Electronics Bought

Figure 122: Type of Personal Electronics Bought

Amount Spent on Personal Electronics

Figure 123: Personal Electronics Spending by Demographic Segment

Personal Electronics: Estimated Spending by Type

Figure 124: Estimated Sales of Personal Electronics by Type

Where People Shopped for Luxury Personal Electronics

Figure 125: Personal Electronics Shopping Choices

Estimated Spending on Personal Electronics by Type of Store

Figure 126: Estimated Spending on Personal Electronics by Type of Store

Personal Electronics Brands

Biggest Winners & Losers in the Personal Luxury Market

Figure 127: Top Ten Fastest Growing Products and Biggest Losers in Personal Luxury Market

Chapter 5 ¡ª Experiential Luxury Purchases Detail

Luxury Experiences Purchase Incidence

Figure 128: Experiential Purchase Incidence

Luxury Consumers' Average Spending on Experiential Luxuries

Figure 129: Experiential Luxury Spending

Experiential Spending by Demographic Segment

Figure 130: Experiential Spending by Demographic Segment

Luxury Dining ¡ª Purchase Details

Amount Spent on Luxury Dining

Figure 131: Fine Dining Spending by Demographic Segment

Fine Dining Brand Purchase

Figure 132: Multi-Chain Restaurants Brand Preference

Figure 133: Celebrity Chef Brand Prefernece

Luxury Entertainment ¡ª Purchase Details

Amount Spent on Luxury Entertainment

Figure 134: Entertainment Spending by Demographic Segment

Luxury Home Services ¡ª Purchase Details

Type of Home Services

Figure 135: Type of Home Services Bought

Amount Spent on Luxury Home Services

Figure 136: Home Services Spending by Demographic Segment

Luxury Spa, Massage and Beauty Treatment ¡ª Purchase Details

Type of Spa, Massage, Beauty Treatment Services Purchased

Figure 137: Type of Spa, Beauty Services Bought

Amount Spent on Luxury Spa, Massage and Beauty Treatment

Figure 138: Spa, Massage, Beauty Services Spending by Demographic Segment

Luxury Travel ¡ª Purchase Details

Foreign Travel Choices

Figure 139: Type of Foreign Travel Bought

Domestic Travel Choices

Figure 140: Type of Domestic Travel Bought

Number of Days for Travel

Figure 141: Number of Vacation Days

Amount Spent on Luxury Travel

Figure 142: Travel Spending by Demographic Segment

Luxury Hotel Brand Preferences

Figure 143: Luxury Hotel Brand Purchases

Luxury Tracking Survey Methodology

Quarterly Tracking of Luxury Consumer Purchasing

Luxury Consumers and How the Recession Is Affecting Their Spending Was investigated in More Depth

Sample Demographics

Income Demographics

Figure 144: Income Demographics

Gender

Age Distribution

Figure 145: Age Distribution Generations

Figure 146: Generations

Other Demographic Variables

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?

New research including focus groups in Beverly Hills with highly engaged and very affluent luxury shoppers plus results of a quantitative survey among 1,041 luxury consumers gives marketers data and insight to plan the future of the luxury market after the recession

Get Full Details About This Report >>

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