2017年-数据局_BCG：2017年全球奢侈品行业消费者洞察报告_43页_2mb

BCG True-Luxury Global Consumer Insight Summary

Core Content

This document presents a comprehensive analysis of the future of the luxury market, focusing on consumer behavior, growth drivers, and strategic actions required for brands to succeed in the evolving luxury landscape.

Main Points

• Organic Growth Dominates: Two-thirds of the next decade's growth will come from existing markets and stores.
• Market Expansion: The number of luxury consumers is projected to grow from 380 million to 440 million by 2020, with the total market increasing by 150 billion euros.
• Segmentation and Expectations: Consumers are divided into 12 unique segments with varying expectations and spending behaviors.
• Key Growth Drivers:
  • Personal and Experiential Luxury: The market is expected to grow from 730 billion euros to 880 billion euros.
  • Gifting: Accounts for about 30% of core luxury spending, with men making the majority of gifts.
  • Global Consumers: They are becoming more influential, with a growing demand for international shopping and brand visibility.
• Digital Influence: Digital platforms are increasingly used for research and purchasing, with a notable shift towards online influence.
• Digital "Physicalization": Brands are blending digital and physical experiences to enhance consumer engagement.
• "Made In" Branding: The "Made In" label remains a strong asset, especially in emerging markets.
• Brand Visibility and Advocacy: Word of mouth and brand visibility are key factors in consumer decision-making and brand loyalty.

Key Insights

• Consumer Segments: Eight global segments account for 80% of the core luxury market, with three of them contributing over 50%.
• Top Segments:
  • Absolute Luxurer (13% of market share)
  • Megacitier (9%)
  • Experien cer (11%)
  • Fashionista (11%)
  • Status Seeker (6%)
  • Omni Gifter (8%)
  • Luxe Immune (8%)
  • Rich Upstarter (2%)
• Market Trends:
  • "Made In" Influence: Consumers still value the origin of luxury products, with "Made In Italy" being particularly important.
  • Digital and Physical Blending: The concept of "Digital 'physicalization'" is gaining traction, suggesting that digital experiences will increasingly influence physical purchasing.
  • Brand Customization: Personalization and customization are becoming more important in meeting consumer expectations.
  • Retail Strategy: Retailers need to customize their approach based on country and generation.
• Brand Retention Levers:
  • Quality and Craftsmanship: These are seen as critical for maintaining brand exclusivity.
  • In-Store Service: A key factor in consumer satisfaction and brand loyalty.
  • Advocacy: Encouraging brand advocates is essential for a successful omni-media strategy.

Call for Action

• Growth Strategy: Brands must adapt to the changing consumer landscape by leveraging digital tools, enhancing brand visibility, and personalizing their offerings.
• Sustainability and Relevance: Socio-demographic factors are no longer sufficient to predict consumer behavior; brands must understand and cater to diverse segments.
• Invest in Quality and Exclusivity: These elements serve as brand life insurance in a competitive market.
• Embrace Digital Transformation: Brands should integrate digital and physical channels to provide a seamless consumer experience.
• Global Expansion: Brands should focus on emerging markets and global consumers, ensuring their presence and visibility in key international locations.

Key Figures

• Total Luxury Consumers: 380 million in 2013, expected to grow to 440 million by 2020.
• Market Value: Expected to increase from 730 billion euros to 880 billion euros.
• Core Luxury Consumers: 42 million, with an expected increase of 85 billion euros in spending.
• Digital Influence: Over 50% of luxury purchases are influenced by online sources.
• Gifting Impact: Gifting accounts for ~30% of core luxury spend, with 7 out of 10 gifts made by men.

About the Study

• Conducted by BCG in collaboration with Fondazione Altagamma.
• Based on a survey of 10,000 core luxury consumers across 10 countries.
• Focuses on understanding the evolving preferences of luxury consumers and how brands can adapt to meet these needs.

Antonio Achille

• Role: Partner and Managing Director at BCG Milan.
• Expertise: Luxury goods, fashion, and consumer behavior.
• Key Contributions: Developed the database of over 40,000 consumers and leads the "True-Luxury Global Consumer Insight" study.
• Experience: 20 years of experience in advising luxury and fashion brands on growth, strategy, and market dynamics.

BCG Luxury Fashion & Beauty Practice

• Overview: A global team of over 200 experts advising luxury brands and retailers on strategy, marketing, and operations.
• Focus Areas: Consumer segmentation, digital transformation, and global market dynamics.
• Key Locations: Milan, New York, Paris, Shanghai, Hong Kong, and Tokyo.

Contact Information

• Marie Karlbom
  • Email: Karlbom.Marie@bcg.com
  • Phone: +39.02.65599389

This summary highlights the essential elements of the BCG study on the future of the luxury market, providing actionable insights for brands aiming to thrive in the next decade.