Luxury Report 2009

Published by: Unity Marketing Inc.

Published: Apr. 1, 2009 - 367 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— 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 — From Things to Experiences

Experiences Provide the Greatest Luxury Satisfaction

Figure 8: Source of Greatest Luxury Satisfactions

Chapter 2 - How Affluent Consumers Feel about the Economy and their Financial Status

LCI Holds Steady At the End of 2008

Figure 9: Luxury Consumption Index

→Key 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 - 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 - 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 — Home Luxury Purchases Detail Findings

Overall Home Luxury Purchase Incidence

Figure 31: Home Purchase Incidence, 2006-2008

Luxury Shoppers' Spending on Home Luxuries

Figure 32: Home Luxury Spending, 2007-2008

>> Luxury Marketers: Take Action

Home Luxury Spending by Demographic Segments

Figure 33: Total Home Luxury Spending 2008 by Demographic Segments

>> Luxury Marketers: Take Action

Most Popular Shopping Destinations for Home Luxury Consumers

Affluents shopping for their home still favor the in-store experience

Figure 34: Where Luxury Consumers Shopped for Home Luxuries

Art & Antiques — Purchase Details

Type of Art and Antiques Bought

Figure 35: Type of Art Bought, 2006-2008

Amount Spent on Art & Antiques

Figure 36: Art & Antique Spending by Demographic Segment (2007-2008)

Art & Antique: Estimated Spending by Product

Figure 37: Estimated Spending on Luxury Art & Antique Products (2007-2008)

>>Art Luxury Marketers: Take Action

Where People Shopped for Luxury Art & Antiques

Figure 38: Art & Antiques Shopping Choices 2006-2008

Estimated Spending on Art & Antiques by Type of Store

Figure 39: Estimated Spending on Luxury Art & Antiques by Type of Store (2007 & 2008)

>> Art Luxury Marketers: Take Action

Art & Antiques Brand Usage

Figure 40: Sculpture & Art Glass Brand Usage, 2007-2008

Key Influencers for Art & Antiques Purchases

Figure 41: Art & Antique Key Influencers for Purchase

Electronics & Photography Equipment — Purchase Details

Type of Electronics Bought

Figure 42: Type of Electronics Bought, 2006-2008

Amount Spent on Luxury Electronics & Photography Equipment

Figure 43: Electronics Spending by Demographic Segment, 2008-2008

Electronics & Photography: Estimated Spending by Product

Figure 44: Estimated Spending on Luxury Electronics & Photography Equipment Products (2007-2008)

>> Electronic Luxury Marketers: Take Action

Where People Shopped for Luxury Electronics & Photography Equipment

Figure 45: Electronics & Photography Shopping Choices

Estimated Spending on Electronics & Photography Equipment by Type of Store

Figure 46: Estimated Spending on Luxury Electronics by Type of Store (2007-2008)

Electronics & Photography Equipment Brand Usage

Figure 47: Electronics & Photography Brand Purchase, 2007-2008

Key Influencers for Electronics & Photography Purchases

Figure 48: Electronic & Photography Key Influencers for Purchase

>> Electronics Luxury Marketers: Take Action

Home Decorating Fabrics, Window & Wall Coverings — Purchase Details

Type of Home Decorating Fabrics, Window & Wall Coverings Bought

Figure 49: Type of Home Decor Fabrics, Window & Wall Coverings Bought, 2006-2008

Amount Spent on Home Decorating Fabrics, Window & Wall Coverings

Figure 50: Spending Fabrics, Window, Wall Coverings by Demographic Segment 2007-2008

Home Décor Fabrics, Window & Wall Coverings: Estimated Spending by Product

Figure 51: Estimated Spending on Luxury Fabrics, Window & Wall Coverings (2007-2008)

>> Fabric, Window Luxury Marketers: Take Action

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

Figure 52: Home Decorating Fabrics, Windows & Wall Coverings Shopping Choices, 2006-2008

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

Figure 53: Estimated Spending on Luxury Fabrics, Wall & Window Coverings by Type of Store (2007 & 2008)

>> Fabric, Window Luxury Marketers: Take Action

Key Influencers for Home Decorating Fabric, Window & Wall Coverings Purchases

Figure 54: Home Decor Fabrics, Wall & Window Covering Key Influencers for Purchase

Furniture, Lamps & Floor Coverings — Purchase Details

Type of Furniture, Lamps & Floor Coverings Bought

Figure 55: Type of Furniture, Lamps, Floor Coverings Bought, 2006-2008

Amount Spent on Furniture, Lamps and Floor Coverings

Figure 56: Furniture, Lamps and Floor Covering Spending by Demographic Segment 2007-2008

Furniture, Lamps and Rugs: Estimated Spending by Product

Figure 57: Estimated Spending on Luxury Furniture, Lamps and Floor Coverings Products (2007-2008)

>> Furniture, Lamp and Rug Luxury Marketers: Take Action

Where People Shopped for Luxury Furniture, Lamps and Floor Coverings

Figure 58: Furniture, Lamps, Floor Coverings Shopping Choices, 2006-2008

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

Figure 59: Estimated Spending on Luxury Furniture, Maps and Rugs by Type of Store (2007-2008)

>> Furniture, Lamp and Rug Luxury Marketers: Take Action

Key Influencers for Furniture, Lamps, Floor Coverings & Rug Purchases

Figure 60: Furniture, Lamps & Rug Key Influencers for Purchase

Garden, Outdoor, Lawn & Patio Products — Purchase Details

Type of Garden/Outdoor Bought

Figure 61: Type of Garden/Outdoor Living Luxuries Bought

Amount Spent on Garden

Figure 62: Garden/Outdoor Spending by Demographic Segment 2007-2008

Outdoor/Garden Luxury: Estimated Spending by Product

Figure 63: Estimated Spending on Luxury Outdoor/Garden by Products (2007-2008)

>> 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 64: Estimated Spending on Luxury Outdoor & Garden by Type of Store (2007-2008)

>> Outdoor Luxury Marketers: Take Action

Kitchenware, Cookware & Housewares — Purchase Detail

Type of Kitchenware, Cookware & Housewares Bought

Figure 65: Type of Kitchenware, Cookware, Housewares Bought, 2006-2008

Amount Spent on Kitchenware, Cookware & Housewares

Figure 66: Kitchenware, Housewares Spending by Demographic Segment, 2007-2008

Kitchenware, Housewares: Estimated Spending by Product

Figure 67: Estimated Spending on Luxury Kitchenware, Housewares by Product

>>Kitchenware, Housewares Luxury Marketers: Take Action

Where People Shopped for Luxury Kitchenware, Cookware, Housewares

Figure 68: Kitchenware, Cookware, Housewares Shopping Choices, 2006-2008

Estimated Spending on Kitchenware, Housewares by Type of Store

Figure 69: Estimated Spending on Kitchenware, Housewares by Type of Store

>>Kitchenware, Housewares Luxury Marketers: Take Action

Key Influencers for Kitchenware, Cookware and Cooks’ Tools Purchases

Figure 70: Kitchenware, Cookware, Cooks Tools Key Influencers for Purchase

Kitchen Appliances, Bath & Building Products — Purchase Details

Type of Kitchen Appliances, Bath & Building Products Bought

Figure 71: Type of Kitchen Appliances, Bath & Building Products Bought

Amount Spent on Kitchen Appliances

Figure 72: Kitchenware, Housewares Spending by Demographic Segment, 2007-2008

Kitchen Appliances, Building & Bath: Estimated Spending by Product

Figure 73: Estimated Spending on Luxury Kitchen Appliances, Bath and Building Products (2007-2008) 136

>> Kitchen Appliance, Building and Bath Luxury Marketers: Take Action

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

Figure 74: Kitchen Appliances, Bath & Building Products Shopping Choices

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

Figure 75: Estimated Spending on Kitchen Appliances, Building and Bath Products by Type of Store

Key Influencers for Kitchen Appliance, Bath and Building Products Purchases

Figure 76: Kitchen Appliances, Bath & Building Products Key Influencers for Purchase

Linens & Bedding Products — Purchase Details

Type of Linens and Bedding Bought

Figure 77: Types of Linens & Bedding Bought

Amount Spent on Linens and Bedding

Figure 78: Linens and Bedding Spending by Demographic Segment, 2007-2008

Linens & Bedding: Estimated Spending by Product

Figure 79: Estimated Spending on Luxury Linens & Beddings (2007-2008)

>>Linens & Bedding Luxury Marketers: Take Action

Where People Shopped for Luxury Linens & Bedding Products

Figure 80: Linens & Bedding Shopping Choices

Estimated Spending on Linens & Bedding by Type of Store

Figure 81: Estimated Spending on Linens & Bedding by Type of Store (2007-2008)

>>Linens & Bedding Luxury Marketers: Take Action

Key Influencers for Linens & Bedding Purchases

Figure 82: Linens & Bedding Key Influencers for Purchase

Tabletop, Dinnerware, Flatware, Servingware — Purchase Details

Type of Tabletop Purchased

Figure 83: Type of Tabletop Purchased

Details: Crystal & Glassware

Figure 84: Type of Crystal and Glassware Purchased

Details: Dinnerware

Figure 85: Type of Dinnerware Purchased

Details: Silverware

Figure 86: Type of Silverware Purchased

Amount Spent on Tabletop

Figure 87: Tabletop Spending by Demographic Segment 2007-2008

Tabletop: Estimated Spending by Product

Figure 88: Estimated Spending on Luxury Tabletop Products (2007-2008)

>>Tabletop Luxury Marketers: Take Action

Where People Shopped for Luxury Tabletop Products

Figure 89: Tabletop Shopping Choices

Estimated Spending on Tabletop by Type of Store

Figure 90: Estimated Spending on Tabletop by Type of Store (2007-2008)

>>Tabletop Luxury Marketers: Take Action

Tabletop Brand Usage

Figure 91: Tabletop Brand Awareness & Usage

Key Influencers for Tabletop Purchases

Figure 92: Tabletop Key Influencers for Purchase

Biggest Winners & Losers in the Home Luxury Market

Figure 93: Top Ten Fastest Growing Products and Biggest Losers in Home Luxury 2008

Chapter 5 -- Personal Luxury Purchases Detail Findings

Personal Luxury Purchase Incidence

Figure 94: Personal Luxury Purchase Incidence, 2006-2008

Personal Luxuries Spending Overview

Figure 95: Personal Luxury Spending, 2007-2008

Personal Luxury Spending by Demographic Segments

Figure 96: Personal Luxury Spending by Demographic Spending 2007-2008

Where Personal Luxuries Are Bought

Figure 97: Where Luxury Consumers Shop for Personal Luxuries

Automobiles & Recreational Vehicles  Purchase Details

Amount Spent on Automobiles & Recreational Vehicles

Figure 98: Automobile Spending by Demographic Segment 2007-2008

>> Automobile Luxury Marketers: Take Action

Type of Luxury Automobile Bought

Figure 99: Type of Luxury Automobile

Country of Origin

Figure 100: Automobile Country of Origin

Key Influencers for Automobiles

Figure 101: Automobile Key Influencers for Purchase

Clothing & Apparel  Purchase Details

Type of Clothing & Apparel Bought

Figure 102: Type of Clothing & Apparel Bought

Amount Spent on Clothing & Apparel

Figure 103: Clothing and Apparel Spending by Demographic Segment 2007-2008

Clothing & Apparel: Estimated Spending by Product

Figure 104: Estimated Spending on Luxury Clothing & Apparel (2007-2008)

>> Clothing Luxury Marketers: Take Action

Where People Shopped for Luxury Clothing & Apparel

Figure 105: Clothing & Apparel Shopping Choices

Estimated Spending on Clothing & Apparel by Type of Store

Figure 106: Estimated Spending on Luxury Clothing & Apparel by Type of Store (2007-2008)

>> Clothing Luxury Marketers: Take Action

Clothing & Apparel Brand Usage

Figure 107: Clothing & Apparel Brand Usage

Key Influencers for Clothing & Apparel Purchases

Figure 108: Clothing & Apparel Key Influencers for Purchase

Fashion Accessories  Purchase Details

Type of Fashion Accessories Bought

Figure 109: Type of Fashion Accessories Bought

Amount Spent on Fashion Accessories

Figure 110: Fashion Accessories Spending by Demographic Segment 2007-2008

Fashion & Accessories: Estimated Spending by Product

Figure 111: 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 112: Estimated Spending on Fashion Accessories by Type of Store (2007 & 2008)

>> Fashion Accessories Luxury Marketers: Take Action

Luxury Fashion Accessories Brand Usage

Figure 113: Fashion Accessories Brand Usage

Key Influencers for Fashion Accessories Purchases

Figure 114: Fashion Accessories Key Influences for Purchase

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

Type of Cosmetics Bought

Figure 115: Type of Cosmetics & Beauty Products Bought

Amount Spent on Fragrance, Cosmetics and/or Beauty Products

Figure 116: Fragrance, Beauty, Cosmetic Spending by Demographic Segment 2007-2008

Cosmetics & Beauty: Estimated Spending by Product

Figure 117: 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 118: Fragrance, Cosmetics, Beauty Products Shopping Choices

Estimated Spending on Beauty by Type of Store

Figure 119: Estimated Spending on Luxury Beauty by Type of Store (2007 -2008)

>> Beauty Luxury Marketers: Take Action

Cosmetics, Beauty Products, Fragrances Brand Usage

Figure 120: Beauty Brands Purchase Incidence - Prestige and Mass Brands

Key Influencers for Cosmetics, Beauty Products, Fragrances

Figure 121: Cosmetics, Beauty Products, Perfume Key Influencers for Purchase

Wine & Spirits — Purchase Details

Type of Wine & Spirits Bought

Figure 122: Type of Wine & Spirits Bought

Amount Spent on Wine & Spirits

Figure 123: Wine & Spirit Spending by Demographic Segment 2007-2008

Wine & Spirits: Estimated Spending by Product

Figure 124: Estimated Spending on Type of Wine & Spirits Bought (2007-2008)

>> Wine & Spirits Luxury Marketers: Take Note

Key Influencers for Wine & Spirits

Figure 125: Wine & Spirits Key Influencers for Purchase

Jewelry  Purchase Details

Type of Jewelry Bought

Figure 126: Type of Jewelry Bought

Amount Spent on Jewelry

Figure 127: Jewelry Spending by Demographic Segment 2007-2008

Estimated Spending on Women's & Men's Jewelry

Figure 128: Estimated Spending on Women's & Men's Jewelry (2007-2008)

>> Jewelry Marketers: Take Action

Type of Women’s Jewelry Bought

Figure 129: Type of Women’s Jewelry Bought

Women's Jewelry: Estimated Spending by Product Type

Figure 130: Estimated Spending on Women's Jewelry by Product Type (2007-2008)

Type of Men’s Jewelry Bought

Figure 131: Type of Men's Jewelry Bought

Women's Material of Composition

Figure 132: Material of Composition Women’s Jewelry

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

Figure 133: Estimated Spending on Women's Jewelry by Material (2007-2008)

Figure 134: Estimated Sales of Women's Jewelry by Gemstone (2007-2008)

>> Women's Jewelry Luxury Marketers: Take Action

Men's Material of Composition

Figure 135: Men's Jewelry: Material of Composition

Where People Shopped for Jewelry

Figure 136: Jewelry Shopping Choices

Estimated Spending on Jewelry by Type of Store

Figure 137: Estimated Spending on Jewelry by Type of Store (2007-2008)

>>Jewelry Luxury Marketers: Take Action

Jewelry Brand Usage

Figure 138: Jewelry Brand Usage

Key Influencers for Jewelry Purchases

Figure 139: Jewelry Key Influencers for Purchase

Watches  Purchase Details

Type of Watches Bought

Figure 140: Type of Watches Bought

Amount Spent on Watches

Figure 141: Watches Spending by Demographic Segment 2007-2008

Watches: Estimated Spending by Type

Figure 142: Estimated Spending by Type of Watch (2007-2008)

>> Watch Luxury Marketers: Take Action

Material of Composition Formal/Dress Watches

Figure 143: Material of Composition Formal/Dress Watches

Where People Shopped for Luxury Watches

Figure 144: Watches Shopping Choices

Estimated Spending on Watches by Type of Store

Figure 145: Estimated Spending on Watches by Type of Store (2007-2008)

Watches Brand Usage

Watches Brand Usage

Figure 146: Watch Brand Usage

Key Influencers for Watch Purchases

Figure 147: Watches Key Influencers for Purchase

Biggest Winners & Losers in the Personal Luxury Market

Figure 148: Top Ten Fastest Growing Products and Biggest Losers in Personal Luxury Market ( 2008)

Chapter 6 — Experiential Luxury Purchases Detail Findings

Purchase Incidence of Experiential Luxuries

Figure 149: Experiential Purchase Incidence, 2005-2007

Spending on Experiential Luxuries

Figure 150: Experiential Luxury Spending, 2005-2007

Experiential Luxury Spending by Demographic Segments

Figure 151: Experiential Spending by Demographic Segment 2007-2008

Luxury Dining — Purchase Details

Amount Spent on Luxury Dining

Figure 152: Fine Dining Spending by Demographic Segment

Fine Dining Brand Purchase

Figure 153: Multi-Chain Restaurants Brand Preference

Figure 154: Celebrity Chef Brand Prefernece

Key Influencers for Dining Purchases

Figure 155: Fine Dining Key Influencers for Purchase

Luxury Entertainment — Purchase Details

Amount Spent on Luxury Entertainment

Figure 156: Entertainment Spending by Demographic Segment 2007-2008

Key Influencers for Entertainment Purchases

Figure 157: Entertainment Key Influencers for Purchase

Luxury Home Services — Purchase Details

Type of Home Services

Figure 158: Type of Home Services Bought

Amount Spent on Luxury Home Services

Figure 159: Home Services Spending by Demographic Segment 2007-2008

Key Influencers for Home Services Purchases

Figure 160: Home Services Key Influencers for Purchase

Luxury Spa, Massage and Beauty Treatment — Purchase Details

Type of Spa, Massage, Beauty Treatment Services Purchased

Figure 161: Type of Spa, Beauty Services Bought

Amount Spent on Luxury Spa, Massage and Beauty Treatment

Figure 162: Spa, Massage, Beauty Services Spending by Demographic Segment

Key Influencers for Spa & Beauty Treatments Purchases

Figure 163: Spa and Beauty Services Key Influencers for Purchase

Luxury Travel — Purchase Details

Foreign Travel Choices

Figure 164: Type of Foreign Travel Bought

Domestic Travel Choices

Figure 165: Type of Domestic Travel Bought

Number of Days for Travel

Figure 166: Number of Vacation Days

Amount Spent on Luxury Travel

Figure 167: Travel Spending by Demographic Segment 2007-2008

Luxury Hotel Brand Preferences

Figure 168: Luxury Hotel Brand Purchases

Key Influencers for Travel Purchases

Figure 169: Travel Key Influencers for Purchase

Chapter 7 — About Luxury Consumers' Attitudes toward Luxury

Personalities of the Luxury Consumers

The Extent of Luxury - How Invested Are Luxury Consumers in their Luxury Lifestyles?

Figure 170: The Extent of Luxury in Luxury Consumers' Lives -- the Good, Better, Best and the 'I just don't care all that much'

Figure 171: Difference in Spending on Luxury based upon good, better, best attitudes

Changing Personalities in the 'New Luxury' Market

Figure 172: Attitudes about Luxury, 2007 & 2003 surveys

Shifts in Attitudes about Luxury

A New Luxury Consumer Personality Emerges — Temperate Pragmatist

Figure 173: Personalities of Luxury, 2007 & 2003

Figure 174: Attitudes about Luxury by Personality Segment, 2007

Introducing the Five Luxury Consumer Personalities

Luxury Personalities and Their Spending on Luxuries

Figure 175: Average Spending on Luxury by Personality Types

Personalities' feelings about their current financial status and future status

Demographics that define the personalities

Figure 176: Average Income by Personality

Field Guide to the Five Luxury Personalities

Figure 177: Field Guide to the Luxury Personalities

Chapter 8 —Luxury Consumers' Charitable Giving

Charitable Giving Tops $300 billion in 2007

Figure 178: Giving Back in Past Year

Demographics of Giving Back

Level of Charitable Giving

Figure 179: Charitable Donations by Demographic Segments

Why They Give

Figure 180: Factors that Influence Giving

About the Charities that Benefit from Affluent Giving

Figure 181: Causes that Affluents Donate to

Figure 182: Top Named Charities

Trends in Giving

Figure 183: Trends in Charitable Giving, 2008 to 2009

Emerging Trend in the Luxury Market — Transition from a 'consumer culture' to a 'caring and sharing' culture

Figure 184: 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 185: Affluent Consumers' Attitude toward Luxury Indulgence

Luxury Marketers Face an Increasingly Resistant Consumer

Where They Get their Greatest Luxury Satisfaction - What They Do, not What They Have

Figure 186: Source of Consumers' Greatest Luxury Satisfaction

Is a New Era of Post-Materialism Dawning in America?

>> Luxury Marketers: Take Action

Chapter 9: Luxury Consumer and the Loyalty Factor

Luxury Consumers’ Membership in Loyalty Programs

Figure 187: Membership in Loyalty Programs, by age and by income

Membership and It’s Impact on Brand Choices

Figure 188: 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 10: Luxury Consumers & Their Use of the Internet

Internet Is Growing in Importance in the Lives of Luxury Consumers

Use of Social Networking Sites

Figure 189: Visited Social Networking or Social Shopping Sites Past Three Months, by Age

Use of Internet to Research Purchases

Figure 190: Use of Magazines To Learn About Internet

Role of Magazines in Introducing Affluents to Internet Websites

Figure 191: Role of Magazines in Making Consumers Aware of New Websites

Features that Attract Internet Visitors

Figure 192: Factors that Drew Luxury Consumers to Particular Website in Past Three Months

Use of the Internet to Support Luxury Purchases

Figure 193: Use of the Internet to Support Purchases, by Product and Service

How Spending on Luxury Is Linked with Internet Usage

Figure 194: Average Amount Spent by Luxury Consumers by Product Category and Use of Internet

Internet Applications Used

Figure 195: Uses of Internet in Support of Luxury Goods Purchases

Role of the Internet in Influencing Last Purchase

Figure 196: Internet Rated Very Important in Influencing Last Purchase

How Luxury Travelers Use the Internet

Figure 197: Use of the Internet by Luxury Travel Purchasers

>> Luxury Marketers: Take Action

Trends in Internet Use and Spending

Figure 198: Average Time Spent Online for Internet Shopping and Research Purchases, 3Q2007 & 3Q2005313

Figure 199: Average Amount Spent on Internet Making Purchases, 3Q2007 & 3Q2005

Internet Features Luxury Shoppers Value Most

Figure 200: 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 202: Features Very Important for a Luxury Website

Luxury Consumers' Favorite Internet Websites

Figure 203: Top Ten Luxury Consumers' Websites

Chapter 11: 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 204: Importance of Place of Manufacture of Luxury Goods

Countries Most Respected for Producing Better Quality Luxury Goods

Figure 205: Countries that Produce Better Quality Luxury Goods, percentages and index

Countries of Manufacture Where Quality Is Perceived as Lacking

Figure 206: Countries Associated with Poorer Quality Luxury Goods, percentage and index

Attitudes about Place of Manufacture

Figure 207: Attitudes about Place of Manufacture

>> Luxury Marketers: Take Action

Some countries produce better quality luxury goods than others

Chapter 12 — 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 208: 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 209: Importance of Company's Environmental Practices in Consumer Decisions (rated very/somewhat important)

What Environmentally-Friendly Products They Own or Recently Purchased

Figure 210: Green Products Recently Purchased or Owned by Luxury Consumers

>> Luxury Marketers: Take Action

Willingness to Pay More for Environmentally-Sound Goods

Figure 211: Willingness to Pay 20 percent More for Environmentally-Friendly Products

>> Luxury Marketers: Take Action

Chapter 13: Luxury Consumers & Their Homes

Figure 212: Home Changes Past 12 Months

Home Changes Planned for Next Twelve Months

Figure 213: Expected Home Projects, Next 12 Months

Spending on Home Changes

Figure 214: Spending on Home Changes Past Year

Projected Spending on Redecorating, Remodeling, and Expansion

Figure 215: Projected Spending on Redecorating, Remodeling, and Expansion

Figure 216: Spending and Planned Spending on Home Projects by Income

What Affluents Spent their Home Improvement Budgets On

Figure 217: Which Room Redecorated, Remodeled, or Add-On in the Past Year

Where Affluents Plan to Spend their Home Improvement Budgets Next Year

Figure 218: Which Room to Redecorate, Remodel, or Add-On in the Next Year

Specific Elements of Home Improvement Projects

Figure 219: Elements of Home Improvement Projects

Media Sources Used in Planning a Home Project

Figure 220: Media Sources Used in Planning a Home Improvement Project

Use of Home Decorators

Figure 221: Use of Professional Interior Decorator or Designer

Type of Interior Decorator/Designer Consulted

Figure 222: Type of Interior Decorator/Designer Used

Why Affluent Consumers Turned to an Interior Decorator for Advice

Figure 223: Factors Influencing Consultation with Interior Decorator or Designer

>> Luxury Marketers: Take Action

Decorating Style of Primary Residence

Figure 224: Decorating Style of Primary Residence

About Shopping for Home

Figure 225: About Shopping for Home

Chapter 14: Luxury Consumers and the Current Economic Crisis

How Luxury Consumers' Shopping Behavior Is Changing due to the Current Economic Crisis

Figure 226: Changes Luxury Consumers Have Made in Past 12 Months

Even Ultra-Affluents Are Making Changes

Figure 227: Changes Ultra-Affluent Consumers Have Made in Past 12 Months

>> Luxury Marketers: Take Action

Impact of Economic Crisis on Affluents' Wealth

Figure 228: Changes in Wealth Past 12 Months

Figure 229: Response to Changes in the Stock Market

Specific Challenges in Managing their Money

Figure 230: Specific Challenges in Managing Money

Strategies Used to Manage Money Better

Figure 231: Strategies Used to Manage Their Money Better

Satisfaction in How They Manage Their Money

Figure 232: Level of Happiness with How Manage Money

>> Luxury Marketers: Take Action

Abstract

Unity Marketing's Luxury Report 2009 is the ultimate guide to the U.S. market for luxury goods and experiences. 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 Luxury Report examines consumers' buying behavior and spending habits related to four key categories of luxury purchases:

• Home Luxuries, such as kitchen appliances, bath fixtures, art and antiques, furniture, tabletop, decorative home furnishings, electronics and more
• Personal Luxuries, including fashion, beauty, jewelry and watches
• Automobiles
• Experiential Luxuries, such as travel, fine dining, entertainment, spa and beauty services.

The report contains details on 22 luxury product and services bought by affluent consumers, including annual spending, where these products were purchased and details of the types of products and services bought.

The Luxury Report 2009 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 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.

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