贝恩-2017年全球奢侈品行业研究报告（英文版）-2017.10.25-47页-3mb

报告摘要

ALTAGAMMA 2017 WORLDWIDE LUXURY MARKET MONITOR SUMMARY

Core Content

The ALTAGAMMA 2017 Worldwide Luxury Market Monitor highlights the evolving dynamics of the luxury market, emphasizing the growing influence of millennials and the transformation of consumer behavior and brand strategies. The report outlines key trends across various segments and regions, focusing on the shift from traditional luxury to a more personalized, experiential, and digital-driven approach.

Main Trends and Key Points

1. EXPERI(M)ENT(I)AL: The "X" Factor

Experimenting with experiences is crucial for success in personal luxury.
Luxury brands are moving towards story-living and engaging consumers through immersive and inspirational interactions.

2. HEALTHIER: The New Normal

After a 2016 reboot, the luxury market entered a healthier phase with positive growth, younger customers, and higher volumes.
Local customers are returning to all markets, showing increased spending and confidence.

3. UNIVERSAL: The Local Tourist

The "local tourist" is emerging as the universal customer.
China and Asia are key growth areas, with Chinese consumers becoming a major force.
Almost all nationalities and geographies are experiencing growth.

4. ECOSYSTEMIC: Channel Integration

The luxury market is evolving into a customer-centric ecosystem.
Online channels are playing a leading role, with accelerated growth and key partnerships enabling success.
Specialty stores, offline retail, and travel retail are becoming more integrated.

5. POST-ASPIRATIONAL: Brand Relevance

Traditional market segmentation is losing relevance.
Brands must interpret customer aspirations while staying true to their core DNA.
The focus is on personalization, curated content, and engagement across touchpoints.

6. CURATED: Personalization and Engagement

Delivering content, inspiration, and engagement throughout the customer journey is essential.
Brands need to upgrade personalization in products, services, and messaging to remain competitive.

7. POLARIZED, PROFITABLE, EVOLVING

The market is polarized, with winners and losers.
However, all segments remain profitable, suggesting evolving economics in the industry.
Brands must invest in people, competencies, and marketing to stay relevant.

Market Performance (2017)

Global Luxury Market

Reached ~€1.2 trillion in 2017, up 5% from 2016.
Positive growth is expected to continue through 2020 at 4-5% annually.

Personal Luxury Goods

Global market grew to €262B in 2017E, up +4% from 2016.
China is the top-performing region, with +15% growth in local consumption.
Non-Chinese consumers also saw healthy growth, particularly in Asia, Europe, and the Americas.

Channel Growth

Online grew by +24%, becoming a key driver of growth.
Specialty stores and monobrand stores showed strong performance.
Department stores are struggling, with brands reducing exposure.
Airport retail and off-price channels also contributed to growth.

Consumer Behavior Insights

Millennials

Millennials are a key growth engine, accounting for ~30% of the market.
Their clear tastes and behaviors influence other generations.
They are responsive and engaged, driving spending and advocacy.

Gen Z

Gen Z is approaching rapidly, showing specific attitudes and differences from Gen Y.

Local vs. Tourist

Local consumers are backing all markets, with +4% growth in 2017.
Tourists are also contributing, with +6% growth.
The "local tourist" concept is central, with consumers feeling recognized and welcomed in all geographies.

Key Categories and Products

Shoes remain a key entry point in the accessories category.
Bags are highly dynamic, growing in both volume and price.
Beauty is very strong, with digital influencers playing a major role.
Apparel is growing due to free returns and fashion-led innovation.
Luxury streetwear is gaining traction, especially among Gen Y.
- Sneakers: €3.5B, +10%
- Denim: €3.2B, +6%
- Down Jackets: €2.3B, +15%
- T-Shirts: €2.5B, +25%
- Parkas: €1.1B, +8%
- Rubber Slides: €0.5B, +50%

Strategic Implications for Brands

Store concepts are evolving to be more experiential and curated.
Marketing is becoming customer-centered, with a focus on dialogue and immersion.
Digital acceleration is key, with online channels and content integration driving engagement.
Brand storytelling is essential, as consumers want to live the brand experience.

Authors and Contacts

Claudia D'Arpizio and Federica Levato are Bain & Company partners specializing in luxury and fashion.
Claudia D'Arpizio is the lead author of the Bain Luxury Study, a key source for luxury market insights.
Federica Levato has led over 200 assignments in the luxury industry, covering strategy, digital, and marketing.
Contact details for further inquiries are provided for both authors and media outlets.

Methodology

The report uses bottom-up and top-down estimates.
Data is gathered from industry experts, brand executives, and market analysis.
Consistency checks and fine-tuning ensure accurate and reliable results.

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