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The Frugal Luxury Shopper (Luxury Tracking Report 3Q2004)
Unity Marketing, Nov 2004, Pages: 100
Chapter 1: The Frugal Luxury Shopper and the Implications for Pricing Luxuries
Introduction.
Buying Luxury on Sale Predominates
- Figure: Last Luxury Purchased on Sale/Discount
Greatest Level of Discounting Is from 11-to-25 Percent Off List
- Figure: Level of Discount on Last Luxury Purchase
Discount Price Was Important in Influencing Last Luxury Purchase
- Figure: Price's Influence on Last Luxury Purchase
Luxury Consumers Love to Shop for Bargains
- Figure: Financial Status: Which best describes your financial situation?
Lower Income Luxury Consumers Search Out Bargains, While More Affluent Are
Opportunitistic to Buy When They See a Good Deal
- Figure: Attitude Statements About Price and Discounting of Luxury Goods by Income
Segment
Luxury Consumers Want to Preserve Their Luxury Lifestyles
Getting a Bargain Is How Luxury Consumers Measure their Winnings in the Shopping
Game
The Luxury Pricing Equation: How Much Does a Feeling Cost
Luxury Pricing Challenge: Triple the Value, but only Double the Price
How Reidel Crystal Delivers an Enhanced Luxury Experience and Maximizes the
Price/Value Equation
The Price Communicates on Many Different Levels
- Figure: Luxury Pricing Paradigm
Chapter 2: Luxury Tracking Study Topline Findings: Luxury Consumer Confidence Drops in 3Q04
Luxury Consumption Index Drops 6.7 Points to 96.0
Luxury Spending Drops in 3Q2004 But Is Predicted to Bounce Back in 4Q2004
- Figure: Luxury Consumption Index
Luxury Consumers Are Back to First Quarter in Financial Feeling
- Figure: Financial Well-Being
Luxury Spending Drops in 3Q2004
- Figure: Luxury Spending Trends
About Half Expect to Spend Same on Luxuries in Coming Twelve Months
- Figure: Expected Luxury Spending Next Twelve Months
Everybody Buys Home Luxuries in Third Quarter, but Fewer Buy Experiential
Luxuries
- Figure: Luxury Purchase Incidence, 2003 & 1Q04-3Q04 & Next Quarter Expect to
Buy
Total Spending on Luxuries Declined 35 Percent in Study Period.
- Figure: Total Luxury Spending, 2003 & 1Q04-3Q04, % Chg Q2-Q3
Super-Affluents Spend Twice as Much on Luxury as Affluents and 2.4 Time More than
Near-Affluents
- Figure: Luxury Spending by Income Segments; Near-Affluents, Affluents and Super-
Affluents
Where Luxury Consumers Shop for Luxury Goods.
- Figure: Where Luxury Consumers Shop for Luxury Goods, by product category
Brand Awareness in Luxury Department Stores
- Figure: Luxury Department Store Brand Awareness; Nordstroms, Neiman Marcus,
Saks Fifth Ave, Marshall Fields
Chapter 3: Home Luxury Purchases: Detail Finding on Home Luxury Purchases
All Luxury Consumers Bought for the Home — Major Increase in Purchase Incidence
- Figure: Home Luxuries Purchase Incidence & Expected Purchases, 1Q04-3Q04 & projected 4Q04
Did Decline in Consumer Confidence Result in More Home-Focused Luxury Consumers in 3Q2004?
More Modest Purchase of Home Luxuries Expected in 4Q2004
- Figure: Variation in 2Q Planned Home Purchase vs. Actual 3Q Purchases
Average Home Luxury Spending Was About Same — Net/Net: Home Luxury Market
Grew 3Q2004
- Figure: Total Home Spending 1Q-3Q and Q2-Q3 Percentage Change
Super-Affluents Spent 61 Percent More than Average on Home Luxuries
- Figure: 3Q2004 Home Luxury Spending by Income Segment
Where People Buy Home Luxuries
- Figure: Where Luxury Consumers Shop for Home Luxuries
Majority of All Home Purchases in 3Q2004 Were Bought on Sale
- Figure: Percentage of Home Purchases Made on Sale or at a Discount; Art and
Antiques; Electronics; Furniture, Lamps and Floor Coverings; Garden; Home
Decorating Fabrics, Wall and Window Coverings; Kitchen Appliances; Kitchenware,
Cookware, Housewares; Linens and Bedding; Tabletop
Art & Antiques—Purchase Details
Where People Shop for Luxury Art & Antiques
- Figure: Art & Antiques Shopping Choices
Art & Antiques Brand Awareness & Brand Usage
- Figure: Art & Antiques Brand Awareness & Usage: EBay, Sotheby's, Christies
Electronics & Photography Equipment—Purchase Details
Where People Shop for Electronics & Photography Equipment
- Figure: Electronics & Photography Equipment Shopping Choices
Electronics Brand Awareness & Brand Usage
- Figure: Electronics & Photography Equipment Brand Awareness & Usage: Best Buy;
Circuit City; Sony; Bose; Gateway; Panasonic; Samsung
Home Decorating Fabrics, Window & Wall Coverings —Purchase Details
Where People Shop for Home Decorating Fabrics, Window and Wall Coverings
- Figure: Home Fabrics, Windows & Wall Covering Shopping Choices
Furniture, Lamps & Floor Coverings—Purchase Details
Where People Shop for Furniture, Lamps & Floor Coverings
- Figure: Furniture, Lamps & Floor Coverings Shopping Choices
Garden, Outdoor, Lawn & Patio Products—Purchase Details
Where People Shop for Garden, Outdoor, Lawn & Patio
- Figure: Garden, Patio, Outdoor Shopping Choices
Kitchenware, Cookware & Housewares—Purchase Details
Where People Shop for Kitchenware, Cookware
- Figure: Kitchenware, Cookware, Housewares Shopping Choices
Kitchen Appliances, Bath & Building Products—Purchase Details
Where People Shop for Kitchen Appliances, Bath & Building Products
- Figure: Kitchen Appliance, Bath & Building Products Shopping Choice
Linens & Bedding Products—Purchase Details
Where People Shop for Linens & Bedding Products
- Figure: Linens & Bedding Shopping Choices
Tabletop, Dinnerware, Flatware, Servingware—Purchase Details
What Types of Tabletop Were Purchased.
- Figure: Type of Tabletop Products Purchased, 1Q04-3Q04: Any Glassware or
Crystal; Any Dinnerware; Any Silverware
Where People Shop for Tabletop Products
- Figure: Tabletop Shopping Choices
Why People Buy Luxury Tabletop, Dinnerware, Crystal, Flatware
- Figure: Motivators to Buy Luxury Tabletop
Tabletop Brand Awareness & Brand Usage
- Figure Tabletop Brand Awareness & Brand Usage: Lenox, Waterford, Swarovski,
Wedgwood, Baccarat, Lladro, Lalique, Haviland, Christofle, Reidel, Anna Weatherly,
Moser, Herend, Bernardaud, Daum
Chapter 4: Personal Luxury Purchases
Nearly 70 Percent of Luxury Consumers Made Personal Luxury Purchases
- Figure: Personal Luxuries Purchase Incidence and Expected Purchases: 1Q04-3Q04
& Proj. 4Q04
Personal Luxuries Spending Declined by One-Third in Third Quarter
- Figure: Personal Luxuries Spending Super-Affluents Spent 50 Percent More on Average on Personal Luxuries
- Figure: 3Q04 Personal Luxuries Spending by Income Segments
Where People Buy Personal Luxuries
- Figure: Where Luxury Consumers Shop for Personal Luxuries
Majority of Personal Luxuries, with exception of Beauty Products, Were Bought on
Sale
- Figure: Last Personal Luxuries Bought on Sale/Discount
Automobiles & Recreational Vehicles—Purchase Details
Clothing & Apparel—Purchase Details
Where People Shop for Luxury Clothing & Apparel
- Figure: Clothing & Apparel Shopping Choices
Fashion Accessories—Purchase Details
Where People Shop for Fashion Accessories
- Figure: Fashion Accessories Shopping Choices
Fragrance, Cosmetics, and/or Beauty Products—Purchase Details
Where People Shop for Luxury Fragrances, Beauty Products, Cosmetics
- Figure: Fragrance, Cosmetics, Beauty Products Shopping Choices
Jewelry and Watches —Purchase Details
Where People Shop for Jewelry and Watches
- Figure: Jewelry and Watches Shopping Choices
What Types of Jewelry Were Purchased
- Figure: Type of Jewelry Bought
Material of Composition
- Figure: Material of Composition
Jewelry Brand Awareness & Brand Usage
- Figure: Jewelry Brand Awareness & Brand Usage: Tiffany, Cartier, Bulgari, Bailey,
Banks and Biddle, Harry Winston, David Yurman, Scott Kay, Roberto Coin, Yvel,
Robert Lee Morris, Fope
Chapter 5: Experiential Luxury Purchases
Consumer Confidence Declined and so Did Purchases of Experiential Luxuries
- Figure: Experiential Luxuries Purchase Incidence & Expected Purchases: 1Q04-
3Q04 and proj. 4Q04
Luxury Consumers Spent 47 Percent Less on Average on Experiential Luxuries
- Figure: Experiential Luxuries Spending: 1Q04-3Q04 & Pct. Chg. 2Q-3Q
Super-Affluents Spent More than Average on Experiential Luxuries
- Figure: 3Q04 Experiential Luxury Spending by Income Segments
Only Travel Is Widely Discounted Experiential Luxury
- Figure: Experiential Luxuries Bought on Sale 3Q04
Luxury Dining—Purchase Details
Luxury Entertainment—Purchase Details
Luxury Spa, Beauty, Cosmetic Surgery—Purchase Details
Luxury Travel—Purchase Details
Foreign Travel Down While Domestic Travel Remains Vigorous
- Figure: Type of Luxury Travel
Internet Is Favorite Way to Book Luxury Travel
- Figure: How Booked Last Trip
Luxury Travel Brand Awareness & Brand Usage
- Figure: Luxury Travel Brand Awareness & Brand Usage: Disney World/Cruises,
Ritz-Carlton, Four Seasons, Radisson Seven Seas, W Hotels, Crystal Cruises,
Silverseas Cruises
Appendix A: Luxury Tracking Survey Methodology
Quarterly Tracking of Luxury Consumer Purchasing
Discount Purchases Researched in More Depth
Sample Demographics
Income Demographics
- Figure: Income Demographics
Gender Demographics Skews Female
Age Distribution.
- Figure: Age & Generational Variables
Other Demographic Variables
Product samples
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