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Luxury Home Report 2014: The Six-Year Guide to the Affluent Consumer Market for Home Goods

While the emerging luxury markets and their rapid growth, like China, may make the news, the U.S. luxury market remains the world's largest many times over. America boasted 7.1 million millionaires in 2013, nearly three times the total number of millionaires as China (2.4 million), according to statistics compiled by Boston Consulting Group as reported by Fortune magazine. Further, industry sales of personal luxury goods is estimated by Bain/Altagamma in their 2013 Luxury Worldwide Market Study to have reached €62,5 billion in 2013, which is nearly 3.5 times bigger than the next largest market, Japan.

"The United States is without doubt the most important market for luxury goods and services," says Pam Danziger, president of Unity Marketing and author of a new report on the state of the American luxury market. "It used to be, like the song said, 'if you can make it there, you can make it anywhere,' but not anymore. American affluents have discovered a brand new way to express and live luxury. It isn't like it used to be back in the glory days before the great recession."

Luxury is culturally specific and what is luxury in London, Paris, Tokyo or Hong Kong is not necessarily luxury in the United States. A new style of luxury is evolving in America. To succeed marketers need to understand the mindset, shopping and purchase behavior of America's 7.1 millionaires and the 18 million other affluents with discretionary money to spend. Unity Marketing's Luxury Report 2014, is the marketer's guide to this huge potential market.

U.S. Luxury Market Settles into a New Normal: Season of Affluent Austerity

New Report identifies opportunities to achieve business prosperity in the face of consumer austerity through a comprehensive research-based study of the U.S. luxury consumer market by Unity Marketing

No doubt you remember the glory days in luxury before the Great Recession, when luxury consumers couldn't get enough of your luxury fast enough. How things have changed! Today affluent consumers with plenty of cash on hand are being much more selective, much more pragmatic, much more demanding and much more careful about what luxuries they buy and how much they spend.

Not only is it getting harder to convince them to indulge lavishly in a luxury lifestyle, affluents have also discovered brand new ways to shop. Online, mobile, flash sales, and social media all have come into their own since the Great Recession. These powerful forces have created huge disruption to those marketers that have continued to market and promote their luxury brands the same old way using the same old hooks and positioning.

The old ways of marketing luxury brands, luxury goods and services are not going to cut it in today's hyper-competitive luxury market with today's more value-oriented customers. Luxury marketers need the latest research to help them understand the new luxury consumer, uncover how they are shopping today and what they are willing to pay for the luxuries that they still will indulge in - but in a new, dynamically different way.

Introducing The Luxury Report, 2014 - The Ultimate Six-Year Guide to the U.S. Luxury Consumer Market

Tapping six-years of in-depth market research data focused on a comprehensive set of 21 distinct categories of luxury goods and services, Unity Marketing reveals what's driving today's luxury consumer into the market to buy. The Luxury Report 2014 digs deeply into the spending and shopping behavior of the ultra-affluents (top 2%) as well as the High Earners Not Rich Yet (HENRY) customers who represent a vital emerging and increasingly important target market for luxury.

The Luxury Report reveals:

Who has the disposable income to buy luxury? Where can you find niches in the affluent market -- ethnicities, genders, income levels, wealth - that have the money to spend on what you are selling?

How does today's affluent define luxury? What positioning works today for a new value-based customer?

What are the luxury consumers buying today? What luxuries are hot, what not as measured by luxury consumer demand?

How much do luxury consumers spend on different categories of goods and services? How can you capture a greater share of the affluents' spending within and across different luxury categories?

- Where are today's luxury customers shopping? What are their favorite brands? How are their shopping habits and brand preferences changing and how can you put yourself out in front to be there where the customers are now browsing for new goods and services?

How can you build connections to the best target customer by hitting the right notes in marketing and branding?

For Luxury Brand Marketers: The Luxury Report 2014 is an ideal research tool for luxury brand marketers that need to understand not just their core customers, but also the target customers that they haven't yet met in their stores, online or on social media. It includes brand tracking, as well, so you can see where your brand stacks up against the competition.

For Advertising Agencies: The Luxury Report 2014 is a powerful desk reference for advertising agencies preparing a pitch to a new luxury client. It provides the research foundation that demonstrates your agency knows and understands who the luxury customer is and how to reach them. And it covers 21 luxury goods and services categories, so you are ready today to pitch to a fashion brand, tomorrow to a home furnishings client, and next week to a prospective hospitality client.

For Retailers: The Luxury Report 2014 is for retailers who are challenged by intense competition coming at them from all different directions. Nobody needs to tell retailers that they face a rapidly changing selling environment where the old tricks no longer work. Retailers need the kind of intense research-based look at the potential customers that walk by their door. The Luxury Report reveals how you can attract them into your door, rather than walk on by.

This report includes eye-opening statistics, plus case studies and advice that turn research findings into actionable marketing strategies and tactics. Unity Marketing has done the important research work for you to gain critical market intelligence about your customers and target customers. .

Success in the luxury market begins with understanding the needs and desires of the affluent customers. Get an edge on your competition with The Luxury Report by the luxury consumer experts at Unity Marketing.

More about the Luxury Report 2014

The Luxury Report 2014 provides research analysis and data about trends in the affluent luxury consumer market. It gives marketers three key perspectives about this customer:

Demographics of the affluent, which tells us more about the customers who can afford to buy luxury and high-end goods and services;

Purchase behavior over the past six years which tracks what luxuries they have bought, how much they spent, where they made their purchases and the brands that they have bought; critical since past consumer behavior often predicts future behavior; and

Affluent Consumer Psychology or psychographics which tells us about the attitudes and values and how marketers can tap the psychology of those who have the willingness to spend.

For example, Unity Marketing's tracking of affluent consumer behavior highlights that in today's luxury market, consumers' income demographics (i.e. who has the most money to spend) are less important than psychographics that describe one's willingness to spend. Further, people's willingness to spend today is more influenced by the customer's age, i.e. younger, rather than income. High income ($250k+) and young age (under 45 years) are the highest-spending customers in the luxury market today. The question for marketers is how are you positioned to capture this customer?

The Luxury Report 2014 examines consumers' buying behavior and spending habits in 21 important categories in the luxury market. Specifically:

Home Luxuries

Art & Antiques;
Home Electronics;
Furniture, Lamps & Floor Coverings;
Garden & Garden Products;
Kitchenware, Cookware and Cooks' Tools & Housewares;
Major Home Appliances, Bath, Window Coverings & Building Products;
Linens, Fabrics and Soft Goods;
Mattresses & Sleep Systems; and
Tabletop.

Personal Luxuries

Clothes & Apparel;
Cosmetics, Beauty & Fragrance Products;
Fashion Accessories;
Jewelry;
Watches;
Personal Electronics; and
Wine & Spirits.

AutomobilesExperiential Luxuries

Luxury Dining;
Travel;
Spa, Salon, Massage Services; and
Physician Services.

This report doesn't stop with the data -- It pushes further to help marketers and retailers put the information to use

The Luxury Report 2014 translates data into information and insights that marketing executives can use to make critical strategic decisions. It makes the research data and findings accessible and useable. It provides marketers with three powerful perspectives: "The What", "So What" and "Now What." This report contains advice and guidance for luxury marketers to take action on the research findings revealed

Special feature: Find out which of the five different types of luxury consumers are your best customers

A special feature in Unity Marketing's Luxury Report 2014 is a psychographic profile of five key types of luxury consumers. Which of these personalities does your brand target? How can you attract more good personality prospects to your brand?

X-Fluents (Extremely Affluent) who spend the most on luxury and are most highly invested in luxury living;

Butterflies the most highly evolved luxury consumers who have emerged from their luxury cocoons with a passion to reconnect with the outside world. Powered by a search for meaning and new experiences, the butterflies have the least materialistic orientation among the segments, yet they have have strong spending potential for the right brand experience;

Luxury Cocooners who are focused on hearth and home. They spend most of their luxury budgets on home-related purchases;

Aspirers, those luxury consumers who have not yet achieved the level of luxury to which they aspire. They are highly attuned to brands and believe luxury is best expressed in what they buy and what they own.

Temperate Pragmatist a newly emerged luxury consumer who is not all that involved in the luxury lifestyle. As their name implies, they are careful spenders and not given to luxury indulgence.


Introduction & Methodology
Unity Marketing's Annual State of the Luxury Market Report
WARNING: The Bain-Altagamma Report on the Luxury Market May Be Hazardous to Your Business
Affluent Consumer Tracking Study (ACTS) Methodology
Figure 1: Real and Weighted Survey Samples, 2008-2013
Quarterly Compilation of Affluent Consumers’ Luxury & High-End Purchases
Sample Demographics
Income demographics
Figure 2: Income Sample
Figure 3: Quarterly Income Averages since 2010
Luxury Marketers>> Take Action
Figure 4: Income Changes in Last Recession (U.S. Census Bureau)
Net Worth
Figure 5: Net Worth
Gender
Figure 6: Gender distribution
Age Distribution
Figure 7: Age Distribution
Young and Mature Affluents
Figure 8: Generations
Luxury Marketers>> Take Action
Luxury Marketers>> Get Inspired by SuitSupply
Occupation & Employment
Figure 9: Occupation
Other Demographic Variables
Figure 10: Educational Attainment
Figure 11: Marital Status
Figure 12: Home Ownership
Figure 13: Ethnicity
Chapter 1— Prospects for the Luxury Market 2014
New Mood of Austerity Takes Hold among Affluents
Figure 14: Luxury Consumption Index (LCI)
The Consumer Economy at Large
Figure 15: Percentage Change in Personal Consumption Expenditures 1998--2013 (BEA)
Luxury Marketers>> Take Action
Figure 16: GAFO Retail Sales & Percentage Change 2007-2013
GAFO Sales off Flat from 2013
Figure 17: GAFO Store Sales YTD 2014
Luxury Marketers>> Take Action
Past Six Years of Luxury in Review
Figure 18: Total Luxury Consumer Spending Quarter-to-Quarter 2008 thru 2013
Figure 19: Quarterly Percentage Change in Luxury Consumer Spending 2008 thru 2013
Figure 20: Purchase Incidence Luxury 2008-2013
How Affluent Consumers Feel about the Economy and their Financial Status
Figure 21: Five Key Quarterly Financial Indicators
Luxury Consumers’ Feelings of Financial Well-Being
Figure 22: Financial Well Being
Luxury Consumers’ Confidence in Financial Health of the Country
Figure 23: Overall Financial Health of Country
Luxury Consumers’ Financial Prospects
Figure 24: Financial Prospects Next Twelve Months
Luxury Consumers and Reported Spending Trends
Figure 25: Luxury Spending Trends Past Twelve Months
Luxury Consumers and Their Spending Expectations
Figure 26: Expected Spending on Luxury Next 12 Months
Chapter 2— Demographics of Affluence
Income Defines Affluence
Figure 27: U.S. Households by Income
Figure 28: Average Income of Top Quintile Households
Figure 29: U.S. Household Income 2002-2011
More Demographic Characteristics of Affluent Consumer Market
Diversity among Affluents
Figure 30: Number Affluent Households by Ethnicity
Figure 31: Top 20% Income earners by Ethnicity
Age of Affluence
Figure 32: Income by Age
Figure 33: Number of Consumers in Window of Affluence
Figure 34: Population Projections 25-54 through 2020
Luxury Marketers>> Take Action
Luxury Marketers>> Get Inspired by PANDORA
Luxury Marketers>> Take Action
Luxury Marketers>> Take Action
Figure 35: Source of Greatest Luxury Satisfactions
Demographic distinctive
Figure 36: Source of Greatest Luxury Satisfactions by Age
Luxury Marketers>> Take Action
Figure 37: Experiences Source of Greatest Happiness & Satisfaction by Age
Chapter 3 -- Overview of Affluents’ Luxury Purchases & their Spending
Highlights of Affluents’ Luxury Purchases and their Spending
Figure 38: Trend in Demand for Luxury Goods & Service
Figure 39: Trends in Total Spending on Luxury Goods & Services
Figure 40: Trend in Percent Change in Luxury Spending
Figure 41: Trend in Income Segment Spending
Figure 42: Trends in Spending by Major Category
Luxury Marketers>> Take Action
Figure 43: What’s Hot, What's Not in Luxury as measured by change in spending year-over-year
Total Luxury Purchase Incidence
Figure 44: Overall Luxury Purchase Incidence (All Affluent Consumers)
Luxury Marketers>> Take Action
Luxury Goods & Services Demand
Figure 45: Luxury Goods & Services Demand
Luxury Consumers’ Average Spending on Luxuries
Figure 46: Average Spending on Luxury
What's Hot, What's Not in Luxury this Year compared with Last
Figure 47: Major Categories by Percent Change Year-over-Year
Spending by Income Segment
Figure 48: Luxury Spending by Income Segments
Figure 49: Comparative Spending by Income
Total Spending by Age Segments
Figure 50: Total Spending on Luxury by Age Segments -- Young Affluents and Mature Affluents
Figure 51: Comparative Spending by Age
Total Luxury Spending by Gender
Figure 52: Total Spending on Luxury by Gender
Figure 53: Comparative Spending by Gender
Trends in Spending by Key Demographic Segments
Trends in Spending in Home Luxury
Figure 54: Home Luxury Spending Trends by Demographic Segment
Trends in Spending in Personal Luxury
Figure 55: Personal Luxury Spending Trends by Demographic Segment
Trends in Spending in Experiential Luxury
Figure 56: Experiential Luxury Spending Trends by Demographic Segment
Chapter 4 -- About Luxury Consumers’ Favorite Shopping Destinations
Highlights of Luxury Consumers' Shopping Destinations
Figure 57: Net Patronage Mass/Discount and Luxury Department Stores
Luxury Shoppers’ Favorite Luxury Department Stores
Figure 58: Luxury Department Store Brand Usage
Luxury Shoppers’ Favorite Mass & Discount Department Stores
Figure 59: Discount & Mass Department Store Brand Usage
Luxury Brand Boutique Purchases
Figure 60: Favorite Luxury Brand Boutiques
Fashion Boutique Store Purchases
Figure 61: Favorite Fashion Boutiques
Luxury Shoppers’ Favorite Furniture and Home Furnishings Retailers
Figure 62: Favorite Furniture and Home Furnishings Retailers
Luxury Shoppers’ Favorite Websites
Figure 63: Online Website Brand Usage
Luxury Shoppers’ Favorite Jewelry Stores
Figure 64: Favorite Jewelry Stores
Luxury Marketers>> Take Action
Figure 65: Trends in Net Affluent Usage by Major Class of Store
Luxury Marketer>> Get Inspired by West Elm
Chapter 5 -- Personal Luxury Purchases Detail
Highlights of Personal Luxury Purchases
Figure 66: Personal Luxuries Demand & Spending Trends
Figure 67: Personal Luxury Spending and Change Previous Year
Personal Luxury Demand
Figure 68: Personal Luxury Demand, as measured by Purchase Incidence
Personal Luxuries Spending
Figure 69: Personal Luxury Spending
Personal Luxury Spending by Demographic Segments
Figure 70: Personal Luxury Spending by Demographic Spending
What’s Hot, What's Not in the Personal Luxury Market
Figure 71: Top Fastest Growing Products and Biggest Losers in Personal Luxury Market
Top Shopping Destinations for Personal Luxury Products
Figure 72: Top Shopping Destinations for Personal Luxury Products
Luxury Marketers>> Get Inspired
Figure 73: U.S. Personal Consumption Fashion, 2010-2013
Automobiles & Recreational Vehicles Purchase Details
Figure 74: Automobile Demand & Spending Trends
Amount Spent on Automobiles & Recreational Vehicles
Figure 75: Automobile Spending by Demographic Segment
Type of Luxury Automobile Bought
Figure 76: Type of Luxury Automobile
Country of Origin
Figure 77: Country of Origin
Luxury Automobile Brand Usage
Figure 78: Luxury Automobile Brand Usage, 2012
Clothing & Apparel Purchase Details
Figure 79: Clothing & Apparel Demand & Spending Trends
Amount Spent on Clothing & Apparel
Figure 80: Clothing and Apparel Spending by Demographic Segment
Type of Clothing & Apparel Bought
Figure 81: Estimated Spending on Luxury Clothing & Apparel
View of Women's Clothing Items Bought
Figure 82: Detail of Women's Clothing Items Bought
Where People Shopped for Luxury Clothing & Apparel
Figure 83: Estimated Spending on Luxury Clothing & Apparel by Type of Store
Clothing & Apparel Brand Usage
Figure 84: Clothing & Apparel Brand Usage
Luxury Marketers>> Get Inspired by Project Gravitas
Fashion Accessories Purchase Details
Figure 85: Fashion Accessories Demand & Spending Trend
Amount Spent on Fashion Accessories
Figure 86: Fashion Accessories Spending by Demographic Segment
Type of Fashion Accessories Bought
Figure 87: Estimated Spending on Luxury Fashion Accessories
Where People Shopped for Luxury Fashion Accessories
Figure 88: Estimated Spending on Fashion Accessories by Type of Store
Luxury Fashion Accessories Brand Usage
Figure 89: Fashion Accessories Brand Usage
Sun Glasses Brand Usage
Figure 90: Sun Glass Brand Purchase
Fragrance, Cosmetics, and/or Beauty Products Purchase Details
Figure 91: Fragrances & Beauty Demand & Spending Trends
Amount Spent on Fragrance, Cosmetics and/or Beauty Products
Figure 92: Fragrance, Beauty, Cosmetic Spending by Demographic Segment
Type of Fragrance, Cosmetics and/or Beauty Products Bought
Figure 93: Estimated Spending on Luxury Cosmetics and Beauty Products
Where People Shopped for Luxury Fragrance, Cosmetics and/or Beauty Products
Figure 94: Estimated Spending on Luxury Beauty by Type of Store
Cosmetics, Beauty Products, Fragrances Brand Usage
Figure 95: Premium/Luxury Beauty Brands Purchase Incidence
Figure 96: Mass Beauty Brands Purchase Incidence
Wine & Spirits — Purchase Details
Figure 97: Wine & Spirits Demand & Spending Trends
Luxury Marketers>>Get Inspired
Amount Spent on Wine & Spirits
Figure 98: Wine & Spirit Spending by Demographic Segment
Type of Wine & Spirits Bought
Figure 99: Estimated Spending on Luxury Wine & Spirits by Product Type
Where People Shopped for Wine & Spirits
Figure 100: Estimated Spending on Luxury Wine & Spirits by Type of Store
Wine Brand Usage
Figure 101: Wine Brand Purchase Incidence
Wine Club Membership
Figure 102: Wine club membership
Club Member Trends in Purchase
Figure 103: Trends in wine club brand purchases
Jewelry Purchase Details
Figure 104: Jewelry Demand & Spending Trends
Amount Spent on Jewelry
Figure 105: Jewelry Spending by Demographic Segment
Type of Jewelry Bought
Figure 106: Estimated Spending on Women's & Men's Jewelry
Type of Women’s Jewelry Bought
Figure 107: Estimated Spending on Women's Jewelry by Product Type
Women's Material of Composition
Figure 108: Estimated Spending on Women's Jewelry by Material
Figure 109: Estimated Sales of Women's Jewelry by Gemstone
Type of Men’s Jewelry Bought
Figure 110: Type of Men's Jewelry Bought
Men's Material of Composition
Figure 111: Men's Jewelry: Material of Composition
Where People Shopped for Jewelry
Figure 112: Estimated Spending on Jewelry by Type of Store
Jewelry Brand Usage
Figure 113: Jewelry Brand Usage
Luxury Marketers>> Get Inspired by Alex and ANi
Watches Purchase Details
Figure 114: Watches Demand & Spending Trends
Amount Spent on Watches
Figure 115: Watches Spending by Demographic Segment
Type of Watches Bought
Figure 116: Estimated Sales of Watches by Type
Material of Composition Formal/Dress Watches
Figure 117: Material of Composition Formal/Dress Watches
Where People Shopped for Luxury Watches
Figure 118: Estimated Spending on Watches by Type of Store
Watches Brand Usage
Figure 119: Watch Brand Usage
Personal Electronics Purchase Details
Figure 120: Personal Electronics Demand & Spending Trends
Amount Spent on Personal Electronics
Figure 121: Personal Electronics Spending by Demographic Segment
Type of Personal Electronics Bought
Figure 122: Estimated Sales of Personal Electronics by Type
Where People Shopped for Luxury Personal Electronics
Figure 123: Estimated Spending on Personal Electronics by Type of Store
Chapter 6-- Experiential Luxury Purchases Detail
Highlights of Experiential Luxury Purchases
Figure 124: Experiential Luxury Demand & Average Spending Trends 2008-2013
Figure 125: Experiential Luxuries Spending & Percentage Change
Luxury Experiences Demand
Figure 126: Experiential Purchase Incidence
Luxury Consumers' Average Spending on Experiential Luxuries
Figure 127: Experiential Luxury Spending
Experiential Spending by Demographic Segment
Figure 128: Experiential Spending by Demographic Segment
Luxury Dining — Purchase Details
Figure 129: Fine Dining Demand & Spending Trends
Amount Spent on Luxury Dining
Figure 130: Fine Dining Spending by Demographic Segment
Fine Dining Brand Purchase
Figure 131: Multi-Chain Restaurants Brand Preference
Celebrity Chef Brand Purchase
Figure 132: Celebrity Chef Brand Preference
Luxury Salon, Spa, Massage and Beauty Treatment — Purchase Details
Figure 133: Spa/Salon Demand & Spending Trends
Amount Spent on Luxury Spa, Massage and Beauty Treatment
Figure 134: Spa, Massage, Beauty Services Spending by Demographic Segment
Type of Spa, Massage, Beauty Treatment Services Purchased
Figure 135: Type of Spa, Beauty Services Bought
Luxury Physician Services — Purchase Details
Figure 136: Physician Services Demand & Spending Trends
Amount Spent on Luxury Physician Services
Figure 137: Spa, Massage, Beauty Services Spending by Demographic Segment
Type of Physician Services Purchased
Figure 138: Type of Physician Services
Luxury Travel — Purchase Details
Figure 139: Luxury Travel Demand and Spending Trends
Figure 140: Luxury Travelers Attitudes Summary
Amount Spent on Luxury Travel
Figure 141: Travel Spending by Demographic Segment
Type of Travel Overview
Figure 142: Type of Travel Overview: Domestic, Foreign or Both
How They Traveled to Foreign Destinations
Figure 143: How They Traveled to Foreign Destinations
Where They Stayed at Foreign Destinations
Figure 144: Where They Stayed in Foreign Destinations
Special Foreign Travel Experiences
Figure 145: Special Foreign Travel Experiences
How They Traveled to Domestic Destinations
Figure 146: How They Traveled to Domestic Destinations
Where They Stayed in Domestic Destinations
Figure 147: Where They Stayed in Domestic Destinations
Special Domestic Travel Experiences
Figure 148: Special Domestic Travel Experiences
Attitudes toward Luxury Travel
Figure 149: Attitudes about Luxury Travel .
Luxury Hotel Brand Preferences
Figure 150: Luxury Hotel Brand Purchases
Luxury Cruise Brand Preferences
Figure 151: Luxury Cruise Brand Purchase
Chapter 7 – Home Luxury Purchase Detail
Highlights of Home Luxury Purchases
Figure 152: Home Luxury Demand & Spending Trends
Figure 153 :
Home Luxury Demand
Figure 154 Home Luxury Purchase Incidence
Home Luxury Spending
Figure 155: Home Luxury Spending
Home Luxury Spending by Demographic Segments
Figure 156: Total Home Luxury Spending by Demographic Segments
What’s Hot, What's Not in the Home Luxury Market
Figure 157 : Top Ten Fastest Growing Products and Biggest Losers in Home Luxury,2011-2012
Top Shopping Destinations for Home Luxury Products
Figure 158: Top Shopping Destinations Home Luxury Products
Art & Antiques — Purchase Details
Figure 159: Art & Antiques Demand & Spending Trends
Amount Spent on Art & Antiques
Figure 160: Art & Antique Spending by Demographic Segment,2010-2012
Type of Art and Antiques Bought
Figure 161: Estimated Spending on Luxury Art & Antique Products
Where People Shopped for Luxury Art & Antiques
Figure 162: Estimated Spending on Luxury Art & Antiques by Type of Store
Luxury Marketers>> Get Inspired by Amazon
Furniture, Lamps & Floor Coverings — Purchase Details
Figure 163: Furniture, Lamps & Floor Coverings Demand & Spending Trends
Amount Spent on Furniture, Lamps and Floor Coverings
Figure 164: Furniture, Lamps and Floor Covering Spending by Demographic Segment
Type of Furniture, Lamps & Floor Coverings Bought
Figure 165: Estimated Spending on Luxury Furniture, Lamps and Floor Coverings Products
Where People Shopped for Luxury Furniture, Lamps and Floor Coverings
Figure 166: Estimated Spending on Luxury Furniture, Lamp and Floor Coverings by Type of Store
Luxury Marketers>> Get Inspired by Restoration Hardware
Luxury Marketers>> Get Inspired by Furniture Brands International
Garden, Outdoor, Lawn & Patio Products — Purchase Details
Figure 167: Garden/Outdoor Demand & Spending Trends
Amount Spent on Garden
Figure 168: Garden/Outdoor Spending by Demographic Segment
Type of Garden/Outdoor Lawn & Patio Products Bought
Figure 169: Estimated Spending on Luxury Outdoor/Garden by Products
Where People Shopped for Luxury Garden, Outdoor, Lawn, & Patio Products
Figure 170: Estimated Spending on Luxury Outdoor & Garden by Type of Store
Home Electronics — Purchase Details
Figure 171: Home Electronics Demand & Spending Trends
Amount Spent on Luxury Home Electronics
Figure 172: Electronics Spending by Demographic Segment
Type of Home Electronics Bought
Figure 173: Estimated Spending on Luxury Electronics Products
Where People Shopped for Luxury Home Electronics
Figure 174: Estimated Spending on Luxury Electronics by Type of Store
Kitchenware, Cookware & Cooks’ Tools — Purchase Detail
Figure 175: Kitchenware/Cooks' Tools Demand & Spending Trends
Amount Spent on Kitchenware, Cookware & Housewares
Figure 176: Kitchenware, Housewares Spending by Demographic Segment
Type of Kitchenware, Cookware & Housewares Bought
Figure 177: Estimated Spending on Luxury Kitchenware, Housewares by Product
Where People Shopped for Luxury Kitchenware, Cookware, Housewares
Figure 178: Estimated Spending on Kitchenware, Housewares by Type of Store
Linens, Fabrics & Soft Goods — Purchase Details
Figure 179: Linens, Fabrics & Soft Goods Demand & Spending Trends
Amount Spent on Linens, Fabrics & Soft Goods
Figure 180: Linens, Fabrics & Soft Goods Spending by Demographic Segment
Type of Linens, Fabrics & Soft Goods Bought
Figure 181: Estimated Spending on Luxury Linens, Fabrics & Soft Goods
Where People Shopped for Luxury Linens, Fabrics & Soft Goods
Figure 182: Estimated Spending on Linens, Fabrics & Soft Goods by Type of Store
Major Home Appliances, Bath Fixtures, Window Coverings & Building Products — Purchase Details
Figure 183: Major Home Appliances & Building Products Demand & Spending Trends
Amount Spent on Major Appliances, Bath, and Building Products
Figure 184: Major Appliances, Bath & Building Products Spending by Demographic Segment
Type of Major Home Appliances, Bath and Building Products Bought
Figure 185: Estimated Spending on Luxury Major Home Appliances, Bath and Building Products
Where People Shopped for Major Home Appliances, Bath and Building Products
Figure 186: Estimated Spending on Major Home Appliances, Building and Bath Products by Type of Store235
Mattresses & Sleep Systems — Purchase Details
Figure 187: Mattress & Sleep Systems Demand & Spending Trends
Amount Spent on Mattresses & Sleep Systems
Figure 188: Spending on Mattresses & Sleep Systems by Demographic Segment
Type of Mattresses & Sleep Systems Bought
Figure 189: Estimated Spending on Types of Mattress & Sleep Systems
Where People Shopped for Luxury Mattresses & Sleep Systems
Figure 190: Estimated Spending on Mattresses & Sleep Systems by Type of Store
Mattress Brand Usage
Figure 191: Mattress Brand Usage
Luxury Marketers>> Get Inspired by Saatva
Why Select Comfort and Tempur Sealy are having nightmares in the luxury mattress business and Saatva is sleeping 239
Tabletop, Dinnerware, Flatware, Servingware — Purchase Details
Figure 192: Tabletop Demand & Spending Trends
Amount Spent on Tabletop
Figure 193: Tabletop Spending by Demographic Segment
Type of Tabletop Purchased
Figure 194: Estimated Spending on Luxury Tabletop Products
Where People Shopped for Luxury Tabletop Products
Figure 195: Estimated Spending on Tabletop by Type of Store
Tabletop Brand Usage
Figure 196: Tabletop Brand Usage
Chapter 8 – What Luxury Means
Which Categories of Purchase Give Affluents the Greatest Thrill
Words that Describe Luxury
Figure 197: Words that Describe Luxury
What Luxury Means by Segments
Figure 198: What Luxury Means to Men & Women, Index
Figure 199: What Luxury Means to Young & Mature Affluents, Index
Luxury Marketers>> Take Action
Luxury as Defined by Ultra-affluents & HENRYs
Figure 200: What Luxury Means to Ultra-Affluents & HENRYs, Index
Luxury Marketers>> Get Inspired by J.W. Hulme
Luxury Marketers>> Take Action
Which Luxury Purchases Deliver the Most Enjoyment
Segments that Get the Least Enjoyment
Luxury Marketers>> Take Action
Chapter 9 -- Personalities of Luxury
Luxury Marketers: Meet Your Customers
Figure 201: Five Personalities of Luxury
Trends in Distribution in the Market of the Luxury Personalities
Figure 202: Trends in Distribution of Luxury Personlaities, 2009-2014
New Luxury Consumer Personality Emerged in 2007 and Remains a Force in the Current Market
Demographics of the Luxury Personalities
Figure 203: Demographics of the Luxury Personalities
Meet the X-Fluents
Meet the Aspirers
Meet the Cocooners
Meet the Butterflies
Meet the Temperate Pragmatists
Personalities' Attitudes toward Luxury
Figure 204: Attitudes about Luxury by Personality Segment
Five Personalities & the Cars They Drive
Five Personalities and the Hotels Where They Stay
Personalities & Their Spending on Luxury
Figure 205: Luxury Personalities & Their Spending on Luxury
How the Personalities Define Luxury
Figure 206: Definition of Luxury by Personality Type
Figure 207: Index to How Luxury Personlities Define Luxury
How to Sell to the Different Luxury Personalities
Selling to X-Fluents
Selling to Aspirers
Selling to Butterflies
Selling to Cocooners
Selling to Temperate Pragmatists
Final Thoughts: Use the “L-Word” with Caution

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