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Published by: Unity Marketing Inc.
Published: Aug. 11, 2009 - 68 Pages
Table of Contents
- Chapter 1 - Introduction
- Special Investigation: Luxury Consumers and their Changing Attitudes and Motivations toward their Luxury Lifestyle4 Qualitative and quantitative research methodologies
- How affluents get their biggest luxury kicks ¨C From luxuries for their homes, their person or those they experience
- Figure 1: Source of Greatest Luxury Satisfactions (2009 & 2006)
- Demographic distinctive
- Figure 2: Source of Greatest Luxury Satisfactions by Age (2009)
- Figure 3: Experience as Source of Greatest Personal Satisfaction by Generation (2009)
- Luxury Marketers >> Take Action:
- Attributes that Most Influence Affluents in their Luxury Purchases
- Figure 4: Attributes of High-End Purchases that Most Influence Purchasers to Buy
- Luxury Marketers >> Take Action:
- Demographic distinctive in what influences consumer in their luxury purchases
- Figure 5: Attributes of High-End Purchases that Most Influence Purchasers to Buy by Gender
- Luxury Marketers >> Take Action:
- Attitudes about Affluent's Luxury Lifestyles
- Figure 6: Attitudes about Luxury Lifestyles -- Level of Agreement
- Luxury Marketers >> Take Action:
- Experiential value of the luxury lifestyle increases with age
- Materialistic pursuit of luxury tied with income
- Figure 7: Attitudes about Luxury Lifestyles -- Strongly Agree by Income
- Luxury Marketers >> Take Action:
- Figure 8: Coach Purchase Incidence 1Q07-2Q09
- Coming next quarter
- Chapter 2 - Luxury Tracking Study Topline Findings
- Affluent Consumer Confidence Bouncing Back and Luxury Consumer Spending Was Up Over Same Period Last Year
- Figure 9: Luxury Consumption Index
- Is the economy recovering or are our expectations re-aligned?
- Luxury ConsumersĄŻ Feelings of Financial Well-Being
- Figure 10: Feelings of Financial Well-Being
- Spending Trends on Luxury In Past Twelve Months
- Figure 11: Trends on Spending on Luxury in the Past Twelve Months
- Luxury Consumers' Future Spending Expectation
- Figure 12: Trends in Spending on Luxury in the Coming Twelve Months
- Confidence in Financial Health of Country
- Figure 13: Financial Health of the Country
- Financial Prospects in Next Twelve Months
- 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
- Total Luxury Purchase Incidence
- Figure 17: Overall Luxury Purchase Incidence (All Affluent Consumers)
- Ąú Key Finding: Implications For Marketers on Purchase Incidence
- Luxury Purchase Incidence
- Figure 18: Luxury Purchase Incidence
- Luxury ConsumersĄŻ Average Spending on Luxuries
- Figure 19: Average Spending on Luxuries
- Luxury Marketers >> Take Action:
- Spending by Income Segment
- Figure 20: Luxury Spending by Income Segments (current quarter and same period year ago)
- Total Spending by Age Segments
- Figure 21: Total Spending on Luxury by Age Segments -- Young Affluents and Over 40 Year Olds (Current period and same period previous year)
- Luxury Marketers >> Take Action:
- Total Luxury Spending by Gender
- Figure 22: Total Spending on Luxury by Gender (Current period and same period previous year)
- Trends in Spending by Key Demographic Segments
- Figure 23: Trends in Spending on Luxury by Demographic Segment (Age, Gender, Income)
- Trends in Spending by Demographic Segments in Major Luxury Categories
- Figure 24: Home Luxury Spending Trends by Demographic Segment
- Figure 25: Personal Luxury Spending Trends by Demographic Segment
- Figure 26: Experiential Luxury Spending Trends by Demographic Segment
- Where Luxury Consumers Shopped for Their Luxury Goods
- Home Luxury Goods
- Figure 27: Favorite Shopping Destinations for Home Luxury Goods Shoppers
- Personal Luxury Goods
- Figure 28: Favorite Shopping Destinations for Personal Luxury Goods Shoppers
- Luxury ShoppersĄŻ Favorite Department Stores
- Figure 29: Store Brand Usage for Any Luxury Shopping
- Luxury Tracking Survey Methodology
- Quarterly Tracking of Luxury Consumer Purchasing
- Luxury Consumers and Their Attitudes and Personalities Was investigated in More Depth
- Sample Demographics
- Income Demographics
- Figure 150: Income Demographics
- Gender
- Age Distribution
- Figure 151: Age Distribution
- Generations
- Figure 152: Generations
- Other Demographic Variables
AbstractThis report summarizes the results of the Luxury Tracking Survey recording luxury purchases from April through June 2009,
based upon a survey fielded in early July 2009. These second quarter results are compared with quarterly results from the second
quarter last year and the first quarter this year. The next survey will cover July through September 2009 purchases and will be
fielded in early October 2009.
Unity Marketing’s luxury tracking study is intended to keep luxury brand marketers’ and retailers’ fingers on the changing pulse
of the luxury market. Through regular quarterly surveys, companies will better understand the shopping and buying habits of their
affluent customers and anticipate how they will be spending their luxury budgets in the coming months.
To enable luxury marketers to understand variations within the affluent market, perspectives of three different segments of the
luxury market were gathered, based on household income. These segments correspond to the top 20 percent of U.S. households
based upon income:
- Comfortable affluent, with household incomes between $100,000 and $149,999 (56 percent of the sample 2Q2009);
- Super- affluent, household incomes between $150,000 and $249,999 (33 percent 2Q2009);
- Ultra-affluent, with incomes $250,000 and above (11 percent 2Q2009)
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