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The Luxury Report 2008: Who Buys Luxury, What They Buy and Why They Buy
Unity Marketing, May 2008, Pages: 225
Unity Marketing's Luxury Report 2008 is the definitive study of the U.S. market for luxury goods and experiences. The total market for luxury contributed some $321.9 billion in consumer spending in 2007. The Luxury Report examines consumers' buying behavior and spending habits related to four key categories of luxury purchases:
-Home Luxuries, such as kitchen appliances, bath fixtures, art and antiques, furniture, tabletop, decorative home furnishings, electronics and more
-Personal Luxuries, including fashion, beauty, jewelry and watches
-Automobiles
-Experiential Luxuries, such as travel, fine dining, entertainment, spa and beauty services.
The report contains details on 22 luxury product and services bought by affluent consumers, including annual spending, where these products were purchased and details of the types of products and services bought. The Luxury Report 2008 is written by Pam Danziger, one of the nation's leading expert on the luxury market and based upon the kind of in-depth consumer research for which Pam Danziger and Unity Marketing are known.
Provides market size, growth and key trends in the luxury market
This report provides vital market size, growth and demographics for any company that is in the business of luxury, including product marketers, advertisers, retailers, service providers. The Luxury Report 2008 is the ultimate guide to today's luxury market. It is an essential tool to understand the dynamics of the luxury market, today and into the future.
This important new study of the luxury market provides the results of a three-year longitudinal research study of the luxury market conducted quarterly. This report is compiles detailed statistics collected in twelve waves of Unity's quarterly Luxury Tracking surveys during 2005, 2006 and 2007. In each of the three study years over 4,000 luxury consumers were surveyed. Specifically in the 2007 survey a total of 4,284 luxury consumers were surveyed, with an average income of $155,100; average age of 45.2 years including 64 percent female and 36 percent male respondents.
More details about products and brands included in Luxury Report 2008
Details about what these luxury consumers bought, how much they spent, where they made their purchases, and in certain categories the luxury brands they patronized are reported in four major categories of luxury. Significantly more product categories and more brands were included in the current surveys, notably:
Home Luxuries
Art and Antiques (Specific data is collected on already-framed reproductions; unframed reproductions; custom-framed art or reproductions; other custom framing; original art; sculpture, statues, 3D art; antique furniture and collectibles; wall decor)
Electronics and Photography Equipment (Computers; iPods and other MP3 devices; cameras; cellular phones; televisions; DVD/video players; audio equipment; home entertainment systems; PDA's)
Furniture, Lamps and Floor Coverings (Lamps and lighting; upholstered furniture; wooden furniture; rugs and floor coverings)
Garden and Outdoor (Patio furniture; grills; lighting accents; fencing; power gardening equipment; decorative pots; garden statues; chimeneas and outdoor stoves; garden shelters; water gardens; porch and patio decorative accents)
Home Decorating Fabrics, Wall and Window Coverings (Wall coverings, such as wall paper; ready-made curtains, drapes; window coverings, such as blinds, shades; home decorating fabrics for custom upholstery, curtains, drapes, etc.)
Kitchen Appliances, Bathroom Equipment and Building Products (Kitchen appliances, such as stoves, ovens, refrigerators; bathroom equipment, such as tubs, showers, toilets, fixtures; kitchen equipment, such as cabinets, countertops; air conditioning/filtration systems; water systems)
Kitchenware, Cookware, Housewares (Small appliances; cookware; bakeware; cutlery; storage and organization; barware)
Linens and Beddings (Sheets and pillowcases; comforters, spreads; pillows and pillow accents; bath linens; mattresses and box springs; duvets and shams; feather beds and mattress covers; table linens)
Tabletop, Dinnerware, Stemware, Flatware (Dinnerware, including fine china, ceramic or stoneware, serving ware and decorative accents; crystal and glassware decoratives, stem ware, serving pieces, barware; flatware, including sterling silver flatware, serving pieces, decorative accents and other flatware)
Personal Luxuries
Clothing and Apparel (Women's casual, dress/business, formal/evening, outerwear; men's casual, dress/business, formal/evening, outerwear; teen's clothing; children's clothing; baby clothing)
Cosmetics, Fragrance and Beauty Products (Fragrances, perfumes; bath and body lotions; face care; hair care; cosmetics and makeup; sun and tanning products)
Fashion Accessories (Women's handbags, shoes, brief cases, and fashion accessories, such as scarves, belts; men's wallets, brief cases and men's fashion accessories, including shoes, belts, etc.; luggage for men and women)
Jewelry (Women's and men's jewelry by type, including necklaces, earrings, bracelets, rings, bridal/wedding, pins and brooches; women's and men's jewelry by material, including 14k and above gold, sterling silver, platinum, gold plate or vermeil, costume jewelry; and women's and men's jewelry by stone, including diamonds, other precious gemstones, semi-precious gemstones, pearl, faux or man-made, no gemstone content)
Watches (Women's and men's watches by style, including formal/dress or casual/sports)
Wine, Liquor and Spirits (Wine, champagne, vodka, whiskey, rum, scotch, cognac, bourbon, sherry/port)
Automobiles
Including brands Acura, Audi, BMW, Cadillac, Jaguar, Infiniti, Land Rover, Lexis, Lincoln, Mercedes, Porsche, Saab, Volvo
Experiential Luxuries
Dining
Entertainment
Home Services (House cleaning/maid; lawn care; landscaping; party planning/catering; home decorator/designer; pet care; pool maintenance)
Spa, Massage, Beauty and Cosmetic Services
Travel (Foreign and domestic luxury hotels, commercial air, resorts, cruises, group tours, adventure travel, private air travel)
Now you can make critical business decisions based upon facts -- not beliefs, assumptions or fantasies
This report provides the facts and figures you need to develop winning marketing and business strategies. By working with the facts, not fantasies, you have a much better chance of success marketing to the luxury consumers. This report gives you a horizontal view of the luxury market, recognizing that luxury marketers compete not just with companies within their vertical product niche, but across all luxury categories as well.
Within each category of luxury, the key drivers for purchase are studied, such as role of luxury brand in purchase decision; the influence of sales price on purchase; where the shopper bought their last luxury; why they bought luxuries; whether their luxury purchases were made a gifts; and other motivational factors.
Special feature: Find out which of the five different types of luxury consumers are your best customers
A special feature in Unity Marketing's Luxury Report 2008 is a psychographic profile of five key types of luxury consumers. These include:
-X-Fluents (Extremely Affluent) who spend the most on luxury and are most highly invested in luxury living;
-Butterflies, the most highly evolved luxury consumers who have emerged from their luxury cocoons with a passion to reconnect with the outside world. Powered by a search for meaning and new experiences, the butterflies have the least materialistic orientation among the segments, yet they spend nearly as much as the X-Fluents on luxury;
-Luxury Cocooners who are focused on hearth and home. They spend most of their luxury budgets on home-related purchases;
-Aspirers, those luxury consumers who have not yet achieved the level of luxury to which they aspire. They are highly attuned to brands and believe luxury is best expressed in what they buy and what they own.
-Temperate Pragmatist a newly emerged luxury consumer who is not all that involved in the luxury lifestyle. As their name implies, they are careful spenders and not given to luxury indulgence.
Special investigations into luxury consumer market
Each quarter Unity Marketing's luxury tracking survey conducts a special investigation into topics of interest to luxury marketers. Included in the Luxury Report 2008 is data on the following topics of timely importance:
-Luxury consumers' luxurious homes -- What they have, what they own, what they buy, plans on remodeling and redecorating.
-Luxury consumers and the Internet -- The role the Internet plays in the luxury consumers lifestyle, including what they buy online and how they use online to support their luxury lifestyles.
-Travel and the luxury consumer -- Plans for luxury travel and the experiences most desired when planning a trip.
-Happiness and the luxury consumer -- How happy are the luxury consumers and what luxury marketers need to know about happiness as it pertains to luxury purchases.
-Status and the luxury consumer -- Role of status as a motivator for luxury consumption, including luxury consumers' attitudes about luxury.
-Loyalty marketing and the luxury consumer -- Research into the participation of luxury consumers into loyalty programs and how marketers can create more effective loyalty programs targeting the luxury consumer.
-Countries of luxury -- How luxury consumers interpret where luxury goods are manufactured, including which countries produce the best and lesser quality luxury goods.
Product samples
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The Luxury Report 2009:The Ultimate Guide to the Luxury Consumer Market
The Home Luxury Report 2009: The Annual State of the Home Luxury Market
The Personal Luxury Report 2009: The Ultimate Guide to the Luxury Consumer Market for Fashion, Beauty, Jewelry and Watches, Wine and Spirits Brands
The Experiential Luxury Report 2009: The Annual State of the Luxury Market for Travel and Other Experiences
Forecast for Luxury Travel Through 2010: A Luxury Trend Report
The Home Luxury Report 2008: Who Buys Luxuries for their Home, What They Buy and Why They Buy
The Personal Luxury Report : Who Buys Personal Luxuries, What They Buy and Why They Buy
The Experiential Luxury Report : Who Buys Luxury Experiences, What They Buy and Why They Buy
Luxury Gifting (Luxury Tracking Report 4Q2004)
Luxury Beauty Snapshot Report 2009: A Trend Report on the Market for Luxury Beauty Products
Luxury Jewelry Snapshot Report 2009: Trend Report on the Luxury Jewelry Market
Luxury Brands and their Role in Luxury Purchases (Luxury Tracking Report 1Q2004)
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