2017年全球奢侈品行业消费者洞察报告第4版（英文版）_66页-3mb

The True-Luxury Global Consumer Insight 4th Edition Summary

Core Content

• Report Overview: The True-Luxury Global Consumer Insight 4th Edition, published in February 2017, provides insights into the behavior and preferences of true luxury consumers across the globe.
• Market Size: The global luxury market was valued at approximately 860Bn€ in 2016, with experiential luxury goods growing faster than personal luxury goods.
• True Luxury Consumers: Out of approximately 400Mn luxury consumers, only 17Mn were identified as True Luxury Consumers, representing about 29% of the global market in 2016 and increasing to 32% by 2017.

Main Outcomes

• Market Trends:
  • The luxury market remains steady, with True Luxury Consumers showing significant growth.
  • A rising perception of price-value misalignment among consumers.
  • True Luxury Consumers are more casual and customized in their preferences.
  • Consumers are buying more at home, especially in China and the US.
  • The omnichannel experience is becoming increasingly important.
• Consumer Behavior:
  • 72% of True Luxury Consumers use social media to interact with their favorite luxury brands.
  • Millennials are the most digitally influenced.
  • 60% of online purchases are perceived as additional to physical retail purchases.
  • Trading down to premium and fast fashion brands is a growing trend, especially among Millennials.

Key Insights

• Price Thresholds:

  • Personal Luxury Goods:
    • Handbags: >1,000 €
    • Shoes: >300 €
    • Sunglasses: >180 €
    • Outerwear / Coats: >1,400 €
    • Dresses for women: >1,200 €
    • Suits for men: >1,600 €
    • Watches: >2,000 €
    • Fragrances & Cosmetics: >100 €
    • Jewelry: >1,200 €
  • Experiential Luxury Goods:
    • Restaurants: >200 € / person
    • Wine & Spirits: >100 € / bottle
    • Hotels (leisure): >450 € / night
    • Cruise / resort: >4,000 € / person / week
    • Design furniture: >3,000 € / each
    • Lighting: >1,000 € / each
  • Other Luxury Goods:
    • Cars: >100,000 € / each
    • Luxury Boats / Yachts: >750,000 € / each
    • Smartphones / Tablets: >1,000 € / each

• Consumer Demographics:

  • Chinese and American consumers continue to drive luxury consumption.
  • Millennials are the most digitally influenced and show a higher tendency to trade down to premium brands.
  • The perception of price-value misalignment is more pronounced among Americans and Millennials.

• Omnichannel Trends:

  • Omnichannel is the dominant trend, with a growing demand for consistent brand image, integrated delivery, and same rewards across channels.
  • Monobrand stores are still central to the omnichannel experience, but they are losing traffic and sales to other channels.
  • Digital influence is growing, especially in the US and among Millennials.

• Behavioral Segments:

  • The report identifies several behavioral segments:
    • LITTLEPRINCE: Luxury is seen as fun and cool.
    • OmniGifter: Luxury is used to make loved ones happy.
    • TimelessProper: Luxury is about good taste and style.
    • Fashionista: Trusts fashion and is influenced by trends.
    • Status Seeker: Uses luxury to show existence and success.
    • Luxe-Immune: May afford luxury but does not necessarily want it.
    • Rich Upstarter: Embraces luxury as a new experience.
    • Classpirational: Influenced by peers and social status.
  • These segments have driven market growth over the past few years.

Key Figures

• True Luxury Consumers Growth: From 29% to 32% of the global market.
• Price-Value Misalignment: Over 50% of luxury consumers perceive a misalignment, with 72% of True Luxury Consumers using social media.
• Omnichannel Satisfaction Index: A measure of how well brands meet omnichannel expectations.
• Digital Influence: 61% of consumers are digitally influenced, with Millennials leading the trend.

Summary

The True-Luxury Global Consumer Insight 4th Edition highlights the evolving preferences and behaviors of luxury consumers, emphasizing the importance of omnichannel experiences, the growing influence of digital platforms, and the shift towards more casual and customized products. It also underscores the increasing perception of price-value misalignment and the impact of consumer segments on market dynamics. The report provides valuable insights for brands looking to understand and engage with True Luxury Consumers effectively.