Luxury Tracking Report Spending Trends - 2Q2009 Luxury Consumer Tracking Study

Published by: Unity Marketing Inc.

Published: Aug. 11, 2009 - 44 Pages

Table of Contents

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 Consumers�f 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)

�� Key Finding: Implications For Marketers on Purchase Incidence

Luxury Purchase Incidence

Figure 18: Luxury Purchase Incidence

Luxury Consumers�f 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 Shoppers�f 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 30: Income Demographics

Gender

Age Distribution

Figure 31: Age Distribution

Generations

Figure 32: Generations

Other Demographic Variables

Abstract

This 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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