Home Luxury Report 2009,The : Market Research Report

Home Luxury Report 2009,The

Published: Jun. 3, 2009 - 271 Pages

Introduction: Unity Marketing's annual state of the luxury market report; Luxury Tracking Survey Methodology; Sample Demographics
Chapter 1 � About the Luxury Market: Number of Households in Top 20 Percent; Demographics of the Top 20 Percent of Americans; Increasing Diversity in the Luxury Market; Financial Status of Affluents�� Family of Origin; New Luxury Market Paradigm �� From Things to Experiences; Experiences Provide the Greatest Luxury Satisfaction
Chapter 2 �C How Affluent Consumers Feel about the Economy and their Financial Status: LCI Holds Steady At the End of 2008; Luxury Consumers�� Feelings of Financial Well-Being; Luxury Consumers and Reported Spending Trends; Luxury Consumers and Their Spending Expectations; Luxury Consumers�� Confidence in Financial Health of the Country; Luxury Consumers Financial Prospects; Investments and Savings in the Current Quarter; Investments and Savings in the Coming Year; Luxury Marketers: Take Action; Ways Affluent Consumers Are Changing their 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; Luxury Purchase Incidence; Luxury Consumers�� Average Spending; Luxury Marketers: Take Action; Luxury Spending by Income Segments; Luxury Spending by Age Segment; Luxury Spending by Gender; Luxury Spending by Segment Summary; Last Luxury Purchase Bought on Sale or at a Discount; Luxury Marketers: Take Action; Overview Where Luxury Consumers Shopped; Luxury Shoppers�� Favorite Luxury Department Stores and Mass/Discount Stores; Luxury Consumers�� Favorite Magazines
Chapter 4 �� Home Luxury Purchases Detail Findings: Overall Home Luxury Purchase Incidence; Luxury Shoppers' Spending on Home Luxuries; Home Luxury Spending by Demographic Segments; Most Popular Shopping Destinations for Home Luxury Consumers; Affluents shopping for their home still favor the in-store experience; Art & Antiques �� Purchase Details; Type of Art and Antiques Bought; Amount Spent on Art & Antiques; Art & Antique: Estimated Spending by Product; Where People Shopped for Luxury Art & Antiques; Estimated Spending on Art & Antiques by Type of Store; Art & Antiques Brand Usage; Key Influencers for Art & Antiques Purchases; Type of Electronics Bought; Amount Spent on Luxury Electronics & Photography Equipment; Electronics & Photography: Estimated Spending by Product; Where People Shopped for Luxury Electronics & Photography Equipment; Estimated Spending on Electronics & Photography Equipment by Type of Store; Electronics & Photography Equipment Brand Usage; Key Influencers for Electronics & Photography Purchases; Electronics Luxury Marketers: Take Action; Home Decorating Fabrics, Window & Wall Coverings �� Purchase Details; Type of Home Decorating Fabrics, Window & Wall Coverings Bought; Amount Spent on Home Decorating Fabrics, Window & Wall Coverings; Home D�¦cor Fabrics, Window & Wall Coverings: Estimated Spending by Product; Where People Shopped for Luxury Home Decorating Fabrics, Window and Wall Coverings; 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; Furniture, Lamps & Floor Coverings �� Purchase Details; Type of Furniture, Lamps & Floor Coverings Bought; 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; Furniture, Lamp and Rug Luxury Marketers: Take Action; Where People Shopped for Luxury Furniture, Lamps and Floor Coverings; Estimated Spending on Furniture, Lamps and Rugs by Type of Store; Key Influencers for Furniture, Lamps, Floor Coverings & Rug Purchases; Garden, Outdoor, Lawn & Patio Products �� Purchase Details; Type of Garden/Outdoor Bought; Amount Spent on Garden; Outdoor/Garden Luxury: Estimated Spending by Product; Outdoor Luxury Marketers: Take Action; Where People Shopped for Luxury Garden, Outdoor, Lawn, & Patio Products; Estimated Spending on Outdoor/Garden by Type of Store; Outdoor Luxury Marketers: Take Action; Kitchenware, Cookware & Housewares �� Purchase Detail; Type of Kitchenware, Cookware & Housewares Bought; Amount Spent on Kitchenware, Cookware & Housewares; Kitchenware, Housewares: Estimated Spending by Product; Kitchenware, Housewares Luxury Marketers: Take Action; Where People Shopped for Luxury Kitchenware, Cookware, Housewares; Estimated Spending on Kitchenware, Housewares by Type of Store; Kitchenware, Housewares Luxury Marketers: Take Action; Key Influencers for Kitchenware, Cookware and Cooks�� Tools Purchases; Kitchen Appliances, Bath & Building Products �� Purchase Details; 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) 130; Kitchen Appliance, Building and Bath Luxury Marketers: Take Action; Where People Shopped for Luxury Kitchen Appliances, Bath and Building Products; Estimated Spending on Kitchen Appliances, Bath & Building Products by Type of Store; Key Influencers for Kitchen Appliance, Bath and Building Products Purchases; Linens & Bedding Products �� Purchase Details; Type of Linens and Bedding Bought; Amount Spent on Linens and Bedding; Linens & Bedding: Estimated Spending by Product; Linens & Bedding Luxury Marketers: Take Action; Where People Shopped for Luxury Linens & Bedding Products; Estimated Spending on Linens & Bedding by Type of Store; Key Influencers for Linens & Bedding Purchases; Type of Tabletop Purchased; Details: Crystal & Glassware; Details: Dinnerware; Details: Silverware; Amount Spent on Tabletop; Tabletop: Estimated Spending by Product; Tabletop Luxury Marketers: Take Action; Where People Shopped for Luxury Tabletop Products; Estimated Spending on Tabletop by Type of Store; Tabletop Luxury Marketers: Take Action; Tabletop Brand Usage; Key Influencers for Tabletop Purchases; Biggest Winners & Losers in the Home Luxury Market
Chapter 5 �� 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 170: The Extent of Luxury in Luxury Consumers' Lives -- the Good, Better, Best and the 'I just don't care all that much'; Changing Personalities in the 'New Luxury' Market; A New Luxury Consumer Personality Emerges �� Temperate Pragmatist; Introducing the Five Luxury Consumer Personalities; Luxury Personalities and Their Spending on Luxuries; Demographics that define the personalities; Field Guide to the Five Luxury Personalities
Chapter 6 ��Luxury Consumers' Charitable Giving: Charitable Giving Tops $300 billion in 2007; Demographics of Giving Back; Level of Charitable Giving; Why They Give; About the Charities that Benefit from Affluent Giving; Trends in Giving; Emerging Trend in the Luxury Market �� Transition from a 'consumer culture' to a 'caring and sharing' culture; Giving Back Is the 'New Black'; New Luxury Is about a Lifestyle that Is Attainable and Accessible, Fun and Personally Gratifying; Luxury Marketers Face an Increasingly Resistant Consumer; Where They Get their Greatest Luxury Satisfaction �C What They Do, not What They Have; Is a New Era of Post-Materialism Dawning in America?; Luxury Marketers: Take Action
Chapter 7: Luxury Consumer and the Loyalty Factor: Luxury Consumers�� Membership in Loyalty Programs; Membership and It��s Impact on Brand Choices; Membership and Its Impact on Luxury Spending; Case Studies of Effective Loyalty Programs; Characteristics of Effective Loyalty Programs
Chapter 8: Luxury Consumers & Their Use of the Internet: Internet Is Growing in Importance in the Lives of Luxury Consumers; Use of Social Networking Sites; Use of Internet to Research Purchases; Role of Magazines in Introducing Affluents to Internet Websites; Features that Attract Internet Visitors; Use of the Internet to Support Luxury Purchases; How Spending on Luxury Is Linked with Internet Usage; Internet Applications Used; Role of the Internet in Influencing Last Purchase; How Luxury Travelers Use the Internet; Luxury Marketers: Take Action; Trends in Internet Use and Spending; Internet Features Luxury Shoppers Value Most; Internet Features that Discourage Its Use; Features that Are Very Important for a Luxury Website; Luxury Consumers' Favorite Internet Websites
Chapter 9: 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; Countries Most Respected for Producing Better Quality Luxury Goods; Countries of Manufacture Where Quality Is Perceived as Lacking; Attitudes about Place of Manufacture; Luxury Marketers: Take Action; Some countries produce better quality luxury goods than others
Chapter 10 �� Luxury Consumers & Green Marketing: Can You Be Green and Luxury? More Luxury Brands Are Trying to Find the Connection; Luxury Consumers & their Green Awareness; Women take the lead in environmental awareness; Luxury Marketers: Take Action; Importance of Company's Environmental Practices in Making Consumer Decisions; What Environmentally-Friendly Products They Own or Recently Purchased; Willingness to Pay More for Environmentally-Sound Goods; Luxury Marketers: Take Action
Chapter 11: Luxury Consumers & Their Homes: Home Changes Planned for Next Twelve Months; Spending on Home Changes; Projected Spending on Redecorating, Remodeling, and Expansion; What Affluents Spent their Home Improvement Budgets On; Where Affluents Plan to Spend their Home Improvement Budgets Next Year; Specific Elements of Home Improvement Projects; Media Sources Used in Planning a Home Project; Use of Home Decorators; Type of Interior Decorator/Designer Consulted; Why Affluent Consumers Turned to an Interior Decorator for Advice; Decorating Style of Primary Residence; About Shopping for Home
Chapter 12: Luxury Consumers and the Current Economic Crisis: How Luxury Consumers' Shopping Behavior Is Changing due to the Current Economic Crisis; Even Ultra-Affluents Are Making Changes; Luxury Marketers: Take Action; Impact of Economic Crisis on Affluents' Wealth; Specific Challenges in Managing their Money; Strategies Used to Manage Money Better; Satisfaction in How They Manage Their Money; Luxury Marketers: Take Action

Abstract

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

Art & Antiques
Elextronics & Photography Equipment
Home Decorating Fabrics, Window & Wall Coverings
Furniture, Lamps, Rugs & Floor Coverings
Garden, Outdoor, Lawn & Patio
Kitchenware, Cookware, Cook's Tools
Kitchen Appliances, Bath & Building Products
Linens & Bedding Products
Tabletop, Dinnerware, Flatware & Servingware

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

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Home Luxury Report 2009,The

Table of Contents

Abstract