2018奢侈品全球消费者洞察（英文版）_52页_3mb

BCG-Altagamma True-Luxury Global Consumer Insight Summary

Core Content Overview

The BCG-Altagamma True-Luxury Global Consumer Insight is a comprehensive analysis of the luxury market from 2017 to 2024, focusing on consumer behavior, market trends, and growth avenues. The report highlights the increasing influence of Millennials and Chinese consumers, the evolution of sales channels, and the role of social media and collaborations in shaping consumer preferences.

Key Market Trends

• Millennials will grow to 50% of the luxury market by 2024, up from 29% in 2017.
• Chinese consumers will make up 40% of the luxury market by 2024, up from 32% in 2017.
• Luxury casualwear is becoming a major trend, with 73% of True-Luxury Consumers preferring it over formalwear, driven by comfort, style, and the "Forever Young" mindset.
• Online shopping is growing, especially among older consumers in mature markets, with mobile devices becoming the dominant platform.
• Omnichannel is stabilizing, with store-solo showing signs of recovery, particularly among older generations and in the US.

Consumer Segmentation

• True-Luxury Consumers are segmented into:
  • Megacitier: International-oriented, with a strong presence in China and mature markets.
  • Rich Upstarter: Emerging affluent class, particularly in China and emerging markets.
  • Absolute Luxurer: High-spending, traditional luxury consumers in mature markets.
  • Fashionista: Focused on fashion, especially among Chinese Millennials.
  • LITTLEPRINCE: Young and fun, with a preference for casual and experiential luxury.
  • Social Wearer: Uses luxury as a form of self-expression.
  • Classpirational: Seeks status and exclusivity.
  • Timeless Proper: Values timeless elegance and quality.
  • Omni Gifter: Buys luxury for gifting.
  • Luxe Immune: Less influenced by trends.

Growth Drivers

• Millennials are the key drivers of growth, with 54% shifting from top luxury brands to niche or fast fashion brands.
• Chinese consumers are expected to drive 70% of the market growth.
• Collaborations are gaining traction, especially with streetwear and artists, with 94% of Millennials and 88% of all True-Luxury Consumers aware of them.
• Social media is the top influence lever for True-Luxury Consumers, with Instagram leading in the West and WeChat, Weibo, QQ dominant in China.

Sales Channels

• Mono-brand stores remain the most preferred, especially for older generations and in mature markets.
• The luxury online ecosystem is dominated by:
  • Mono-brand websites (e.g., Brand.com): ~33% of online purchases.
  • Full price multi-brand platforms (e.g., NAP, Farfetch): ~32% of online purchases.
  • Generalist marketplaces (e.g., T-mall, Alibaba): ~23% of online purchases.
• Online-solo is growing, particularly among older consumers in mature markets, while store-solo is stabilizing.

Communication & Media

• Social media is the primary channel for reaching True-Luxury Consumers, followed by word of mouth and brand websites.
• Influencers are gaining power due to their perceived authenticity and storytelling ability.
• Brand awareness is enhanced through collaborations and digital content.

Key Insights

• True-Luxury Consumers spend on a variety of categories, including:
  • Casual wear: T-shirts, sneakers, jeans.
  • Formal wear: Formal shoes, sunglasses, perfumes.
  • Accessories: Handbags, watches, and cosmetics.
• Traditional luxury values like quality and craftsmanship still hold strong, but new values like extravagance and fun are becoming more important, especially for Millennials and Chinese consumers.
• Brands that understand and engage with these behavioral segments are more likely to succeed in the evolving luxury market.

Summary Table

Conclusion

The True-Luxury market is evolving rapidly, driven by Millennials and Chinese consumers. Brands must adapt to changing preferences, leverage social media and influencer marketing, and focus on both product quality and experiential value to capture and retain this growing segment. Understanding the nuances of consumer behavior across different segments and regions is crucial for success in the luxury market.