2017年全球奢侈品行业消费者洞察报告（英文版）_41页_2mb

报告摘要

True-Luxury Global Consumer Insight Summary

Core Content

This document presents the True-Luxury Global Consumer Insight by the Boston Consulting Group (BCG), highlighting key trends and insights in the luxury market. The report focuses on consumer behavior, growth drivers, and the strategies necessary for success in the evolving luxury sector.

Main Viewpoints

1. Growth Trends

Organic Growth: Approximately 2/3 of the next decade's luxury market growth will come from existing markets and stores.
Market Expansion: The number of luxury consumers is expected to grow from 380M to 440M by 2020, representing a total market increase of 150 €Bn.
Core Consumers: The 42M Core Luxury Consumers will be the primary source of this growth, with an estimated 85 €Bn in additional spending.

2. Consumer Behavior

Digital Influence: Digital platforms are increasingly used as information sources, influencing purchasing decisions across generations.
Channels Blurring: Over 50% of luxury purchases are influenced by online research, showing the blurring of traditional and digital channels.
Gifting Dominance: Gifting accounts for ~30% of core luxury spending, with 7 out of 10 gifts made by men.
Top Gifted Categories: P&C (Personal and Cosmetic), Jewelry, and Handbags are the most gifted categories, with significant regional differences.

3. Brand Perception

Exclusivity at Risk: ~25% of luxury brands are at risk of losing exclusivity, with 1M core consumers impacted.
"Made In" Perception: "Made In Italy" is perceived as the best for luxury, outperforming "Made In France" in all categories except watches and cars.
Intrinsic Values: Quality, Craftsmanship, and Exclusivity are key intrinsic values that resonate with consumers, especially in the "Advocacy era".

4. Shopping Behavior

Global Consumers: 50% of luxury spending occurs in the home country, while the rest is made abroad.
Shopping Abroad: Luxury globetrotters are more likely to buy in traditional hubs, but top European destinations are losing market share.
Store Experience: In-store service remains a critical factor for consumer retention, and DOS (one size does not fit all) is still relevant for store customization.

5. Consumer Segments

8 Global Segments: Account for 80% of the core luxury market, with 3 of them contributing over 50%.
Segment Overview:
- Absolute Luxurer: 13% of the market, with high spending.
- Megacitier: 9% of the market, with moderate spending.
- Experien cer: 11% of the market, with lower spending.
- Fashionista: 11% of the market, with lower spending.
- Status Seeker: 9% of the market, with moderate spending.
- Little Prince: 6% of the market, with low spending.
- Social Wearer: 3% of the market, with low spending.
- Classpira tional: 13% of the market, with high spending.

6. Strategies for Success

Customization: Brands must customize their approach based on country and generation.
Advocacy: Word of Mouth and advocacy are crucial for omni-media strategies.
Digital & Physicalization: The "Amazonization" of brand assets is a trend, where consumer knowledge will play a key role.
Brand Life Insurance: Quality and Exclusivity serve as brand life insurance.
Long-term Growth: "Made In Italy" is an asset for long-term growth.

Key Information

Sample Size: The study is based on 10,000 core luxury consumers in 10 countries.
Total Spending: The sample spent ~230 M€ in luxury goods last year.
Key Insights: The report provides actionable insights for luxury brands and retailers to adapt to changing consumer expectations and to capitalize on growth opportunities.

Conclusion

The report emphasizes the importance of intrinsic values such as quality, craftsmanship, and exclusivity, alongside customization and advocacy in the digital age. It also highlights the role of gifting and the need for global brand awareness among consumers. As the luxury market evolves, brands that understand and adapt to these trends will be better positioned to win the hearts of luxury consumers and drive sustainable growth.

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