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Experiential Luxury Report 2009: Ultimate Guide to the Luxury Consumer Market for Travel & Other Experiences

Published by: Unity Marketing Inc.

Published: Aug. 26, 2009 - 194 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¡ª 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 ¡ª From Things to Experiences

Experiences Provide the Greatest Luxury Satisfaction

Figure 8: Source of Greatest Luxury Satisfactions

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

LCI Holds Steady At the End of 2008

Figure 9: Luxury Consumption Index

¡úKey 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

Abstract

This report provides data about the purchase behavior of the nation's top quintile of affluent high-end shoppers. The report contains detail statistics about what luxuries affluents bought; how much they spent including product level detail for two consecutive years for trend analysis; the types of stores that attract the consumers' share of wallet by category; and the brands they support. Also included are wrap ups of special investigations into the mindset of luxury consumers, including how the recession is affecting their shopping; role of green marketing in their purchase decisions; and how they use the Internet in support of their luxury lifestyles.

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