2017年全球奢侈品行业消费者洞察报告第4版（英文版）_63页_3mb

The True-Luxury Global Consumer Insight 4th Edition Summary

Core Content

The True-Luxury Global Consumer Insight is a report that analyzes the behavior and preferences of True Luxury Consumers (TLCs), a subset of the global luxury market. It highlights key trends in consumer behavior, market growth, and brand performance across different segments and regions. The report emphasizes the evolving dynamics of luxury consumption, particularly in response to digitalization, customization, and the omnichannel experience.

Main Outcomes

1. Steady Market, Growing True Luxury Consumers
   The global luxury market was valued at ~860Bn€ in 2016, with experiential luxury growing faster than personal luxury. The number of TLCs increased from ~29% to ~32% of the global market, indicating a growing share of the market.

2. Price-Value Misalignment Concerns
   Over 50% of luxury consumers perceive a misalignment between the price and value of luxury products, with Americans and Millennials being the most dissatisfied. This issue is driven primarily by price increases, followed by exclusivity loss and product quality concerns.

3. Trading Down to Premium and Fast Fashion
   8 out of 10 consumers who perceive a price discrepancy plan to react, often by shifting to premium or fast fashion brands. However, the shift to premium brands is more common than to fast fashion.

4. Casualwear Gaining Appeal
   Two-thirds of TLCs are showing increased interest in casualwear over formal wear, particularly among younger consumers. This trend is fueled by wardrobe saturation among the elderly and higher appeal among the youth.

5. Customization as a Key Driver
   Customization is becoming more relevant for TLCs, with bespoke products being the most desired. The demand for customization is especially strong in the Apparel category.

6. Geographic Influence on Consumer Behavior
   Chinese and American consumers are the primary drivers of luxury consumption. Chinese consumers are increasingly buying luxury items in their home country, while American consumers are more digitally influenced.

7. Omnichannel Experience is Essential
   Omnichannel strategies are becoming critical for luxury brands. While online solo sales are growing, store solo sales are declining. Brands that provide a consistent brand image, integrated delivery, and same rewards across channels are more successful.

8. Monobrand Stores Losing Ground
   Monobrand stores are experiencing a decline in traffic and sales, especially in Japan and China. The reasons include a lack of product assortment and shopping experience, which are important to TLCs.

9. Social Media as a Key Influence
   72% of TLCs use social media to interact with their favorite luxury brands. Platforms like Facebook, YouTube, and Instagram are most popular, with high engagement frequency.

10. Behavioral Segmentation is Crucial
    Brands that understand and cater to specific behavioral segments (e.g., Absolute Luxurer, Megacitier, Social Wearer) are more likely to succeed. Each segment has different spending habits and brand loyalty levels.

Key Trends

• Price Sensitivity: TLCs are becoming more price-sensitive, and the perception of price-value misalignment is rising.
• Digital Influence: Millennials and Americans are more influenced by digital channels, including social media and online marketplaces.
• Home Country Preference: Chinese consumers are increasingly purchasing luxury items in their home country, while Americans show a strong preference for international shopping.
• Customization and Casualwear: These are emerging as key drivers for TLCs, with a growing demand for personalized and relaxed styles.
• Omnichannel Strategy: Brands that offer seamless integration across channels are more successful in retaining TLCs.

Consumer Segmentation

The report identifies several behavioral segments that contribute to market growth:

• Absolute Luxurer: High spenders, growing at +11% annually, and very loyal to brands.
• Megacitier: Grows through increased consumer numbers, with an average spend of 3k€.
• Social Wearer: Active on social media, engaging with brands and peers.
• Classpirational: Less loyal, with a diminishing trend at -15% annually.
• Experiencer: Focuses on experiential luxury goods like restaurants and hotels.

Brand Performance and Strategy

• True Luxury Consumers are more loyal to monobrand stores than to category specialists, despite the overall decline in monobrand store traffic.
• Omnichannel Satisfaction Index: Brands that maintain a consistent image, integrated delivery, and customer relationship management across channels are more satisfied.
• Digital Retail Growth: Full price multi-brand eShops are particularly important for Millennials, while brand-owned stores are still preferred by the eldest consumers.

Summary of Consumer Behavior

• Net Appetite for Luxury: TLCs show a positive net appetite for luxury, with a growing trend in 2017.
• Shift in Preferences: Casualwear and customization are becoming more appealing, especially among younger consumers.
• Social Media Engagement: Social media plays a significant role in shaping consumer opinions and purchase decisions.
• Omnichannel Experience: A seamless experience across multiple channels is essential for retaining TLCs.

Conclusion

The True-Luxury Global Consumer Insight highlights the evolving landscape of luxury consumption, emphasizing the need for brands to adapt to changing consumer expectations. With a focus on omnichannel integration, customization, and digital engagement, the report underscores the importance of understanding and catering to the specific needs of TLCs to ensure continued market growth and brand loyalty.