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Luxury Brands & Their Role in Luxury Purchases Luxury Tracking Report & Analysis, 1Q2004
Unity Marketing, April 2004, Pages: 70
Chapter 1: Luxury Brands & Their Role in Luxury Purchases
Introduction
Features of Luxury Brand
Luxury Brands are Like Other Brands—Only More So
Luxury Brands Only Very Important for Certain Product Categories
- Figure 1-1: Luxury Brands Influence in Purchase, 2003 & 1Q2004
Home Luxury Purchases—Price/Value Trumps Brand in Home Luxury
- Figure 1-2: Influencers on Last Home Luxury Purchases
Personal Luxury Purchases—Big Three Influences Are Product Brand, Price/Value and Store
Brand
- Figure 1-3: Influencers on Last Personal Luxury Purchase
Experiential Luxuries—Reputation/Brand of Service Provider Is Number One
- Figure 1-4: Influencers on Last Experiential Luxury Purchase
Consumers Buy Brand Performance; Luxury Brand Means Better Performance
Luxury Branding: Price/Value and Dealer/Store Brand Work Together
- Figure 1-5: Influencers on Home, Personal, ExperentialLuxury Purchases
Chapter 2: Luxury Tracking Study Topline Findings
Luxury Consumption Index Drops 2.2 Points to 97.8
Many Luxury Consumers Feel Better Off Now than Two Months Ago
- Figure 2-1: Financial Well-Being, 1Q2004 and 2003
Luxury Spending Trails Financial Well-Being
- Figure 2-2: Luxury Spending Trends, 1Q2004 and 2003
About Half Expect to Spend Same on Luxuries in Coming Twelve Months
- Figure 2-3: Expected Luxury Spending Next Twelve Months
Experiential Luxuries Are Most Purchased in 1Q2004
- Figure 2-4: Luxury Purchases Incidence, 1Q2004 and 2003
Typical Luxury Consumer Spent $2,500 on Luxuries in Tracking Period. 28
- Figure 2-5: Total Luxury Spending 1Q2004 and 2003
- Figure 2-6: 1Q2004 Luxury Spending by Income
Chapter 3: Home Luxury Purchases: Detail Finding on Home Luxury Purchases
More Than Half Luxury Consumers Purchase Home Luxuries
- Figure 3-1: Home Luxuries Purchase Incidence & Expected Purchases
- Figure 3-2: Total Home Spending, 1Q2004
- Figure 3-3: Where Luxury Shoppers Buy Home
Art & Antiques—Purchase Details 32
- Figure 3-4: Art & Antiques Shopping Choices
- Figure 3-5: Art & Antiques Brand Awareness & Usage
Electronics & Photography Equipment—Purchase Details
- Figure 3-6: Electronics & Photography Equipment Shopping Choices
- Figure 3-7: Electronics & Photography Equipment Brand Awareness & Usage
Home Decorating Fabrics, Window & Wall Coverings
- Figure 3-8: Home Decorating Fabrics, Windows & Wall Covering Shopping Choices
Furniture, Lamps & Floor Coverings—Purchase Detail
- Figure 3-9: Furniture, Lamps & Floor Coverings Shopping Choices
Garden, Outdoor, Lawn & Patio Products—Product Detail
- Figure 3-10: Garden, Patio, Outdoor Shopping Choices
Kitchenware, Cookware & Housewares—Purchase Detail
- Figure 3-11: Kitchenware, Cookware, Housewares Shopping Choices
Kitchen Appliances, Bath & Building Products—Purchase Detail
- Figure 3-12: Kitchen Appliance, Bath & Building Products Shopping Choices
Linens & Bedding Products—Purchase Details.
- Figure 3-13: Linens & Bedding Shopping Choices
Tabletop, Dinnerware, Flatware, Servingware—Purchase Details. 44
- Figure 3-14: Types of Tabletop Products Bought
- Figure 3-15: Tabletop Shopping Choices
- Figure 3-16: Tabletop Brand Awareness & Brand Usage
Chapter 4: Personal Luxury Purchases
Detail Finding on Personal Luxury Purchases
About Half of Luxury Consumers Made Personal Luxury Purchases
- Figure 4-1: Personal Luxuries Purchase Incidence, 1Q2004 and 2003
- Figure 4-2: Personal Luxuries Spending, 1Q2004 and 2003
- Figure 4-3: Where Luxury Shoppers Buy Personal Luxuries, 1Q2004
Automobiles & Recreational Vehicles—Purchase Details
Clothing & Apparel—Purchase Details
- Figure 4-4: Clothing & Apparel Shopping Choices, 1Q2004
Fashion Accessories—Purchase Details
- Figure 4-5: Fashion Accessories Shopping Choices 1Q2004
Fragrance, Cosmetics, and/or Beauty Products—Purchase Details
- Figure 4-6: Fragrance, Cosmetics, Beauty Products Shopping Choices 1Q2004
Jewelry—Purchase Details
- Figure 4-7: Type of Jewelry Bought, 1Q2004
- Figure 4-8: Material of Composition, 1Q2004
- Figure 4-9: Jewelry Shopping Choices
- Figure 4-10: Jewelry Brand Awareness & Brand Usage
Watches—Purchase Details
- Figure 4-11: Watches Shopping Choices
Chapter 5: Experiential Luxury Purchases
Detail Finding on Experiential Luxury Purchases
Experiential Luxuries Were Most Purchased
- Figure 5-1: Experiential Luxuries Purchase Incidence & Expected Purchase, 1Q04 & 2003
- Figure 5-2: Experiential Luxuries Spending, 1Q2004 & 2003
- Figure 5-3: Experiential Luxuries Price Paid, 1Q2004
Luxury Dining—Purchase Details.
Luxury Entertainment—Purchase Details
Luxury Spa, Beauty, Cosmetic Surgery—Purchase Details
Luxury Travel—Purchase Details
- Figure 5-4: Type of Luxury Travel
- Figure 5-5: Luxury Travel Brand Awareness & Brand Usage
Appendix A: Luxury Tracking Survey Methodology
Quarterly Tracking of Luxury Consumer Purchasing
Role of Branding Researched in More Depth
Sample Demographics
- Figure A-1: Income Demographics
- Figure A-2: Age & Generational Variables
Product samples
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