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The Home Luxury Report 2009: The Annual State of the Home Luxury Market


Description: Home Luxury Report 2009 is the ultimate guide to the U.S. market for luxury goods for the home. This report focuses on the buying and spending habits of the nation's affluent households -- the top quintile or 20 percent of U.S. consumer households -- of high-end or luxury products and services.

The Home Luxury Report examines consumers' buying behavior and spending habits related to these key categories of luxury purchases:

- Art & Antiques
- Elextronics & Photography Equipment
- Home Decorating Fabrics, Window & Wall Coverings
- Furniture, Lamps, Rugs & Floor Coverings
- Garden, Outdoor, Lawn & Patio
- Kitchenware, Cookware, Cook's Tools
- Kitchen Appliances, Bath & Building Products
- Linens & Bedding Products
- Tabletop, Dinnerware, Flatware & Servingware

The report contains details on these nine luxury goods categories bought by affluent consumers, including annual spending, where these products were purchased and details of the types of products and services bought.

The Home Luxury Report 2009 is written by Pam Danziger, an internationally-recognized expert on the luxury market and is based upon the kind of in-depth consumer research for which Pam Danziger is known.

Guides luxury marketers to shifts and changes in their target customers' attitudes and shopping behavior

This report provides vital data about what luxuries affluents are buying, how much they are spending, where they are making their purchases and what brands they favor. This report provides invaluable information about the mindset, attitudes and spending habits of the affluent consumers that luxury marketers target. This is not just report about people with high incomes, but affluents who buy luxury goods and services.

- - Luxury Marketers: This is a report about your customers & your target customers

The Home Luxury Report 2009 is a compilation of the quarterly luxury tracking surveys that are conducted every three months with 1,000-1,250 affluent consumers who purchased one or more luxuries in the study period. Luxury tracking study is the only longitudinal study of its kind that tracks the luxury consumer market, what they buy, how much they spend. The survey sample of 4,609 luxury consumers surveyed in 2008 with an average income of about $200,000 is representative of the 22 million affluent households in the country.

More details about products and brands included in Home Luxury Report 2009

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)

Provides marketers with facts and data that support strategic decisions

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.

New data points enhance marketers understanding of their consumers

Spending is now provided at the product and retailer levels within each major category of luxury

Enhancing this year's Home Luxury Report 2009 are new data points that enhance luxury marketers' understanding of where affluent's money is being spent andhow it is changing from year to year. It contains data about the average amount spent within a particular product category, such as Luxury Furniture, Lamps and Rugs, and within the category to the average amount spent on upholstered furniture or lamps for example. It enables marketers to identify what products are up and down within their product category.

Further this report provides an estimate within product category of how the consumers' share of wallet is divided based upon type of store. So you can tell when affluent shoppers are shifting their spending out of one retailing segment and into another. For example, this year affluents spent less of their furniture budgets in specialty home furnishings retailers and department stores and more in warehouse clubs and discount outlets.

This report doesn't stop with the data -- It pushes further to help marketers and retailers put the information to use

Translate the data into information that marketing executives can use to make critical strategic decisions

This market research report helps make the research data and findings accessible and useable. It provides marketers with three powerful perspectives: "The What", "So What" and "Now What." This report is filled with advice and guidance for luxury marketers to take action on the research findings revealed.

Special feature: Find out which of the five different types of luxury consumers are your best customers

A special feature in Home Luxury Report 2009 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, luxury tracking surveys conducts a special investigation into topics of interest to luxury marketers. Included in the Luxury Report 2009 are results of the following special investigations conducted in 2007 and 2008:

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.

Luxury consumers and their charitable giving - Investigates how affluent consuemrs are giving back to make the world a better place for us all.

Luxury consumers and the current economic crisis - Learn about the changes luxury consumers are making to their luxury lifestyles and their shopping behavior in response to the current economic crisis.

Luxury consumers and green marketing - What role does the green marketing practices of retailers and brands play on the luxury consumer and their buying behavior.

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.


Contents: Introduction
Unity Marketing's annual state of the luxury market report
Luxury Tracking Survey Methodology
Sample Demographics
Income Demographics
Figure 1: Income Demographics, 2006-2008
Gender
Age Distribution
Figure 2: Age Distribution
Generations
Figure 3: Generations of Affluents
Other Demographic Variables

Chapter 1 - About the Luxury Market
Number of Households in Top 20 Percent
Figure 4: Number of Households by Income, 2006-2007
Demographics of the Top 20 Percent of Americans
Figure 5: Household income by Age, 2006 & 2007
Increasing Diversity in the Luxury Market
Figure 6: Diversity of Luxury Market
Financial Status of Affluents’ Family of Origin
Figure 7: Financial Status of Family of Origin
New Luxury Market Paradigm - From Things to Experiences
Experiences Provide the Greatest Luxury Satisfaction
Figure 8: Source of Greatest Luxury Satisfactions

Chapter 2 - How Affluent Consumers Feel about the Economy and their Financial Status
LCI Holds Steady At the End of 2008
Figure 9: Luxury Consumption Index
Key Finding: What Marketers Can Do Today to Plan for Tomorrow
Luxury Consumers’ Feelings of Financial Well-Being
Figure 10: Financial Well Being
Luxury Consumers and Reported Spending Trends
Figure 11: Luxury Spending Trends Past Twelve Months
Luxury Consumers and Their Spending Expectations
Figure 12: Expected Spending on Luxury Next 12 Months
Luxury Consumers’ Confidence in Financial Health of the Country
Figure 13: Overall Financial Health of Country
Luxury Consumers Financial Prospects
Figure 14: Financial Prospects Next Twelve Months
Investments and Savings in the Current Quarter
Figure 15: Trends in Saving and Investing Now Compared with Twelve Months Ago
Investments and Savings in the Coming Year
Figure 16: Trends in Saving and Investing in Coming Twelve Months
>> Luxury Marketers: Take Action
Ways Affluent Consumers Are Changing their Lifestyles
Figure 17: Changes in Luxury Consumer Lifestyles
Predictions for the Luxury Market in 2009 and Beyond
Affluent Consumers Are Changing Their Behavior
A New Personality Emerges in the Luxury Consumer Market
Evolution from "Consuming Culture" to a "Caring, Sharing, Saving Culture"
What's Next for Luxury Marketers?
>> Luxury Marketers: Take Action
Final Thoughts

Chapter 3 - About the Luxuries Affluent Consumers Purchase and How Much They Spend
Total Luxury Purchase Incidence
Figure 18: Overall Luxury Purchase Incidence (All Affluent Consumers), 2006-2008
>> Luxury Marketers: Take Action
Luxury Purchase Incidence
Figure 19: Luxury Purchase Incidence, 2006-2008
Luxury Consumers’ Average Spending
Figure 20: Average Spending on Luxury, 2007-2008
>> Luxury Marketers: Take Action
Figure 21: Trends in Spending and Purchase Incidence (2007-2008)
Luxury Spending by Income Segments
Figure 22: Luxury Spending by Income Segment, 2007-2008
Luxury Spending by Age Segment
Figure 23: Luxury Spending by Age – 40 and Under and Over 40. 2007-2008
Luxury Spending by Gender
Figure 24: Luxury Spending by Gender, 2007-2008
Luxury Spending by Segment Summary
Figure 25: Luxury Spending by Segment Summary, 2007-2008
>> Luxury Marketers: Take Action
Last Luxury Purchase Bought on Sale or at a Discount
Figure 26: Most Recent Luxury Purchase Bought on Sale or at a Discount (2006 & 2008)
>>Luxury Marketers: Take Action
Figure 27: Percentage of Discounted Purchase and Change in Average Amount Spent (2008)
Overview Where Luxury Consumers Shopped
Figure 28: Where People Shopped for Home and Personal Luxuries
Luxury Shoppers’ Favorite Luxury Department Stores and Mass/Discount Stores
Figure 29: Store Brand Usage for Any Luxury Shopping, 2007-2008, including ultra-affluents
Luxury Consumers’ Favorite Magazines
Figure 30: Luxury Consumers Favorite Magazines, 2006-2008

Chapter 4 - Home Luxury Purchases Detail Findings
Overall Home Luxury Purchase Incidence
Figure 31: Home Purchase Incidence, 2006-2008
Luxury Shoppers' Spending on Home Luxuries
Figure 32: Home Luxury Spending, 2007-2008
>> Luxury Marketers: Take Action
Home Luxury Spending by Demographic Segments
Figure 33: Total Home Luxury Spending 2008 by Demographic Segments
>> Luxury Marketers: Take Action
Most Popular Shopping Destinations for Home Luxury Consumers
Affluents shopping for their home still favor the in-store experience
Figure 34: Where Luxury Consumers Shopped for Home Luxuries
Art & Antiques - Purchase Details
Type of Art and Antiques Bought
Figure 35: Type of Art Bought, 2006-2008
Amount Spent on Art & Antiques
Figure 36: Art & Antique Spending by Demographic Segment (2007-2008)
Art & Antique: Estimated Spending by Product
Figure 37: Estimated Spending on Luxury Art & Antique Products (2007-2008)
>>Art Luxury Marketers: Take Action
Where People Shopped for Luxury Art & Antiques
Figure 38: Art & Antiques Shopping Choices 2006-2008
Estimated Spending on Art & Antiques by Type of Store
Figure 39: Estimated Spending on Luxury Art & Antiques by Type of Store (2007 & 2008)
>> Art Luxury Marketers: Take Action
Art & Antiques Brand Usage
Figure 40: Sculpture & Art Glass Brand Usage, 2007-2008
Key Influencers for Art & Antiques Purchases
Figure 41: Art & Antique Key Influencers for Purchase
Electronics & Photography Equipment - Purchase Details
Type of Electronics Bought
Figure 42: Type of Electronics Bought, 2006-2008
Amount Spent on Luxury Electronics & Photography Equipment
Figure 43: Electronics Spending by Demographic Segment, 2008-2008
Electronics & Photography: Estimated Spending by Product
Figure 44: Estimated Spending on Luxury Electronics & Photography Equipment Products (2007-2008)
>> Electronic Luxury Marketers: Take Action
Where People Shopped for Luxury Electronics & Photography Equipment
Figure 45: Electronics & Photography Shopping Choices
Estimated Spending on Electronics & Photography Equipment by Type of Store
Figure 46: Estimated Spending on Luxury Electronics by Type of Store (2007-2008)
Electronics & Photography Equipment Brand Usage
Figure 47: Electronics & Photography Brand Purchase, 2007-2008
Key Influencers for Electronics & Photography Purchases
Figure 48: Electronic & Photography Key Influencers for Purchase
>> Electronics Luxury Marketers: Take Action
Home Decorating Fabrics, Window & Wall Coverings - Purchase Details
Type of Home Decorating Fabrics, Window & Wall Coverings Bought
Figure 49: Type of Home Decor Fabrics, Window & Wall Coverings Bought, 2006-2008
Amount Spent on Home Decorating Fabrics, Window & Wall Coverings
Figure 50: Spending Fabrics, Window, Wall Coverings by Demographic Segment 2007-2008
Home Décor Fabrics, Window & Wall Coverings: Estimated Spending by Product
Figure 51: Estimated Spending on Luxury Fabrics, Window & Wall Coverings (2007-2008)
>> Fabric, Window Luxury Marketers: Take Action
Where People Shopped for Luxury Home Decorating Fabrics, Window and Wall Coverings
Figure 52: Home Decorating Fabrics, Windows & Wall Coverings Shopping Choices, 2006-2008
Estimated Spending on Fabrics, Window & Wall Coverings by Type of Store
Figure 53: Estimated Spending on Luxury Fabrics, Wall & Window Coverings by Type of Store (2007 & 2008)
>> Fabric, Window Luxury Marketers: Take Action
Key Influencers for Home Decorating Fabric, Window & Wall Coverings Purchases
Figure 54: Home Decor Fabrics, Wall & Window Covering Key Influencers for Purchase
Furniture, Lamps & Floor Coverings - Purchase Details
Type of Furniture, Lamps & Floor Coverings Bought
Figure 55: Type of Furniture, Lamps, Floor Coverings Bought, 2006-2008
Amount Spent on Furniture, Lamps and Floor Coverings
Figure 56: Furniture, Lamps and Floor Covering Spending by Demographic Segment 2007-2008
Furniture, Lamps and Rugs: Estimated Spending by Product
Figure 57: Estimated Spending on Luxury Furniture, Lamps and Floor Coverings Products (2007-2008)
>> Furniture, Lamp and Rug Luxury Marketers: Take Action
Where People Shopped for Luxury Furniture, Lamps and Floor Coverings
Figure 58: Furniture, Lamps, Floor Coverings Shopping Choices, 2006-2008
Estimated Spending on Furniture, Lamps and Rugs by Type of Store
Figure 59: Estimated Spending on Luxury Furniture, Maps and Rugs by Type of Store (2007-2008)
>> Furniture, Lamp and Rug Luxury Marketers: Take Action
Key Influencers for Furniture, Lamps, Floor Coverings & Rug Purchases
Figure 60: Furniture, Lamps & Rug Key Influencers for Purchase
Garden, Outdoor, Lawn & Patio Products - Purchase Details
Type of Garden/Outdoor Bought
Figure 61: Type of Garden/Outdoor Living Luxuries Bought
Amount Spent on Garden
Figure 62: Garden/Outdoor Spending by Demographic Segment 2007-2008
Outdoor/Garden Luxury: Estimated Spending by Product
Figure 63: Estimated Spending on Luxury Outdoor/Garden by Products (2007-2008)
>> Outdoor Luxury Marketers: Take Action
Where People Shopped for Luxury Garden, Outdoor, Lawn, & Patio Products
Figure 39: Garden, Outdoor, Patio, Lawn Shopping Choices
Estimated Spending on Outdoor/Garden by Type of Store
Figure 64: Estimated Spending on Luxury Outdoor & Garden by Type of Store (2007-2008)
>> Outdoor Luxury Marketers: Take Action
Kitchenware, Cookware & Housewares - Purchase Detail
Type of Kitchenware, Cookware & Housewares Bought
Figure 65: Type of Kitchenware, Cookware, Housewares Bought, 2006-2008
Amount Spent on Kitchenware, Cookware & Housewares
Figure 66: Kitchenware, Housewares Spending by Demographic Segment, 2007-2008
Kitchenware, Housewares: Estimated Spending by Product
Figure 67: Estimated Spending on Luxury Kitchenware, Housewares by Product
>>Kitchenware, Housewares Luxury Marketers: Take Action
Where People Shopped for Luxury Kitchenware, Cookware, Housewares
Figure 68: Kitchenware, Cookware, Housewares Shopping Choices, 2006-2008
Estimated Spending on Kitchenware, Housewares by Type of Store
Figure 69: Estimated Spending on Kitchenware, Housewares by Type of Store
>>Kitchenware, Housewares Luxury Marketers: Take Action
Key Influencers for Kitchenware, Cookware and Cooks’ Tools Purchases
Figure 70: Kitchenware, Cookware, Cooks Tools Key Influencers for Purchase
Kitchen Appliances, Bath & Building Products - Purchase Details
Type of Kitchen Appliances, Bath & Building Products Bought
Figure 71: Type of Kitchen Appliances, Bath & Building Products Bought
Amount Spent on Kitchen Appliances
Figure 72: Kitchenware, Housewares Spending by Demographic Segment, 2007-2008
Kitchen Appliances, Building & Bath: Estimated Spending by Product
Figure 73: Estimated Spending on Luxury Kitchen Appliances, Bath and Building Products (2007-2008)
>> Kitchen Appliance, Building and Bath Luxury Marketers: Take Action
Where People Shopped for Luxury Kitchen Appliances, Bath and Building Products
Figure 74: Kitchen Appliances, Bath & Building Products Shopping Choices
Estimated Spending on Kitchen Appliances, Bath & Building Products by Type of Store
Figure 75: Estimated Spending on Kitchen Appliances, Building and Bath Products by Type of Store
Key Influencers for Kitchen Appliance, Bath and Building Products Purchases
Figure 76: Kitchen Appliances, Bath & Building Products Key Influencers for Purchase
Linens & Bedding Products - Purchase Details
Type of Linens and Bedding Bought
Figure 77: Types of Linens & Bedding Bought
Amount Spent on Linens and Bedding
Figure 78: Linens and Bedding Spending by Demographic Segment, 2007-2008
Linens & Bedding: Estimated Spending by Product
Figure 79: Estimated Spending on Luxury Linens & Beddings (2007-2008)
>>Linens & Bedding Luxury Marketers: Take Action
Where People Shopped for Luxury Linens & Bedding Products
Figure 80: Linens & Bedding Shopping Choices
Estimated Spending on Linens & Bedding by Type of Store
Figure 81: Estimated Spending on Linens & Bedding by Type of Store (2007-2008)
>>Linens & Bedding Luxury Marketers: Take Action
Key Influencers for Linens & Bedding Purchases
Figure 82: Linens & Bedding Key Influencers for Purchase
Tabletop, Dinnerware, Flatware, Servingware - Purchase Details
Type of Tabletop Purchased
Figure 83: Type of Tabletop Purchased
Details: Crystal & Glassware
Figure 84: Type of Crystal and Glassware Purchased
Details: Dinnerware
Figure 85: Type of Dinnerware Purchased
Details: Silverware
Figure 86: Type of Silverware Purchased
Amount Spent on Tabletop
Figure 87: Tabletop Spending by Demographic Segment 2007-2008
Tabletop: Estimated Spending by Product
Figure 88: Estimated Spending on Luxury Tabletop Products (2007-2008)
>>Tabletop Luxury Marketers: Take Action
Where People Shopped for Luxury Tabletop Products
Figure 89: Tabletop Shopping Choices
Estimated Spending on Tabletop by Type of Store
Figure 90: Estimated Spending on Tabletop by Type of Store (2007-2008)
>>Tabletop Luxury Marketers: Take Action
Tabletop Brand Usage
Figure 91: Tabletop Brand Awareness & Usage
Key Influencers for Tabletop Purchases
Figure 92: Tabletop Key Influencers for Purchase
Biggest Winners & Losers in the Home Luxury Market
Figure 93: Top Ten Fastest Growing Products and Biggest Losers in Home Luxury 2008

Chapter 5 - About Luxury Consumers' Attitudes toward Luxury
Personalities of the Luxury Consumers
The Extent of Luxury – How Invested Are Luxury Consumers in their Luxury Lifestyles?
Figure 170: The Extent of Luxury in Luxury Consumers' Lives -- the Good, Better, Best and the 'I just don't care all that much'
Figure 171: Difference in Spending on Luxury based upon good, better, best attitudes
Changing Personalities in the 'New Luxury' Market
Figure 172: Attitudes about Luxury, 2007 & 2003 surveys
Shifts in Attitudes about Luxury
A New Luxury Consumer Personality Emerges - Temperate Pragmatist
Figure 173: Personalities of Luxury, 2007 & 2003
Figure 174: Attitudes about Luxury by Personality Segment, 2007
Introducing the Five Luxury Consumer Personalities
Luxury Personalities and Their Spending on Luxuries
Figure 175: Average Spending on Luxury by Personality Types
Personalities' feelings about their current financial status and future status
Demographics that define the personalities
Figure 176: Average Income by Personality
Field Guide to the Five Luxury Personalities
Figure 177: Field Guide to the Luxury Personalities

Chapter 6 - Luxury Consumers' Charitable Giving
Charitable Giving Tops $300 billion in 2007
Figure 178: Giving Back in Past Year
Demographics of Giving Back
Level of Charitable Giving
Figure 179: Charitable Donations by Demographic Segments
Why They Give
Figure 180: Factors that Influence Giving
About the Charities that Benefit from Affluent Giving
Figure 181: Causes that Affluents Donate to
Figure 182: Top Named Charities
Trends in Giving
Figure 183: Trends in Charitable Giving, 2008 to 2009
Emerging Trend in the Luxury Market - Transition from a 'consumer culture' to a 'caring and sharing' culture
Figure 184: Importance of Company's Environmental Practices in Making Consumer Decisions
Giving Back Is the 'New Black'
New Luxury Is about a Lifestyle that Is Attainable and Accessible, Fun and Personally Gratifying
Figure 185: Affluent Consumers' Attitude toward Luxury Indulgence
Luxury Marketers Face an Increasingly Resistant Consumer
Where They Get their Greatest Luxury Satisfaction – What They Do, not What They Have
Figure 186: Source of Consumers' Greatest Luxury Satisfaction
Is a New Era of Post-Materialism Dawning in America?
>> Luxury Marketers: Take Action

Chapter 7: Luxury Consumer and the Loyalty Factor
Luxury Consumers’ Membership in Loyalty Programs
Figure 187: Membership in Loyalty Programs, by age and by income
Membership and It’s Impact on Brand Choices
Figure 188: How Strongly Loyalty Programs Influence Brand Choices
Membership and Its Impact on Luxury Spending
Case Studies of Effective Loyalty Programs
Characteristics of Effective Loyalty Programs

Chapter 8: Luxury Consumers & Their Use of the Internet
Internet Is Growing in Importance in the Lives of Luxury Consumers
Use of Social Networking Sites
Figure 189: Visited Social Networking or Social Shopping Sites Past Three Months, by Age
Use of Internet to Research Purchases
Figure 190: Use of Magazines To Learn About Internet
Role of Magazines in Introducing Affluents to Internet Websites
Figure 191: Role of Magazines in Making Consumers Aware of New Websites
Features that Attract Internet Visitors
Figure 192: Factors that Drew Luxury Consumers to Particular Website in Past Three Months
Use of the Internet to Support Luxury Purchases
Figure 193: Use of the Internet to Support Purchases, by Product and Service
How Spending on Luxury Is Linked with Internet Usage
Figure 194: Average Amount Spent by Luxury Consumers by Product Category and Use of Internet
Internet Applications Used
Figure 195: Uses of Internet in Support of Luxury Goods Purchases
Role of the Internet in Influencing Last Purchase
Figure 196: Internet Rated Very Important in Influencing Last Purchase
How Luxury Travelers Use the Internet
Figure 197: Use of the Internet by Luxury Travel Purchasers
>> Luxury Marketers: Take Action
Trends in Internet Use and Spending
Figure 198: Average Time Spent Online for Internet Shopping and Research Purchases, 3Q2007 & 3Q
Figure 199: Average Amount Spent on Internet Making Purchases, 3Q2007 & 3Q2005
Internet Features Luxury Shoppers Value Most
Figure 200: Features Luxury Shoppers Consider Very Important for Using the Internet for Shopping, 3Q2007 & 3Q

Internet Features that Discourage Its Use
Features that Are Very Important for a Luxury Website
Figure 202: Features Very Important for a Luxury Website
Luxury Consumers' Favorite Internet Websites
Figure 203: Top Ten Luxury Consumers' Websites

Chapter 9: Luxury Consumers & the Origin of Luxury Goods
Which Countries Produce the Best Quality Luxury Goods…and the Worst
Where Luxury Goods Are Manufactured Influences Luxury Consumers' Purchase Decision
Figure 204: Importance of Place of Manufacture of Luxury Goods
Countries Most Respected for Producing Better Quality Luxury Goods
Figure 205: Countries that Produce Better Quality Luxury Goods, percentages and index
Countries of Manufacture Where Quality Is Perceived as Lacking
Figure 206: Countries Associated with Poorer Quality Luxury Goods, percentage and index
Attitudes about Place of Manufacture
Figure 207: Attitudes about Place of Manufacture
>> Luxury Marketers: Take Action
Some countries produce better quality luxury goods than others

Chapter 10 - Luxury Consumers & Green Marketing
Can You Be Green and Luxury? More Luxury Brands Are Trying to Find the Connection
Luxury Consumers & their Green Awareness
Figure 208: Green Issues Rated Very Important among Luxury Consumers
Women take the lead in environmental awareness
>>Luxury Marketers: Take Action
Importance of Company's Environmental Practices in Making Consumer Decisions
Figure 209: Importance of Company's Environmental Practices in Consumer Decisions (rated very/somewhat important)

What Environmentally-Friendly Products They Own or Recently Purchased
Figure 210: Green Products Recently Purchased or Owned by Luxury Consumers
>> Luxury Marketers: Take Action
Willingness to Pay More for Environmentally-Sound Goods
Figure 211: Willingness to Pay 20 percent More for Environmentally-Friendly Products
>> Luxury Marketers: Take Action

Chapter 11: Luxury Consumers & Their Homes
Figure 212: Home Changes Past 12 Months
Home Changes Planned for Next Twelve Months
Figure 213: Expected Home Projects, Next 12 Months
Spending on Home Changes
Figure 214: Spending on Home Changes Past Year
Projected Spending on Redecorating, Remodeling, and Expansion
Figure 215: Projected Spending on Redecorating, Remodeling, and Expansion
Figure 216: Spending and Planned Spending on Home Projects by Income
What Affluents Spent their Home Improvement Budgets On
Figure 217: Which Room Redecorated, Remodeled, or Add-On in the Past Year
Where Affluents Plan to Spend their Home Improvement Budgets Next Year
Figure 218: Which Room to Redecorate, Remodel, or Add-On in the Next Year
Specific Elements of Home Improvement Projects
Figure 219: Elements of Home Improvement Projects
Media Sources Used in Planning a Home Project
Figure 220: Media Sources Used in Planning a Home Improvement Project
Use of Home Decorators
Figure 221: Use of Professional Interior Decorator or Designer
Type of Interior Decorator/Designer Consulted
Figure 222: Type of Interior Decorator/Designer Used
Why Affluent Consumers Turned to an Interior Decorator for Advice
Figure 223: Factors Influencing Consultation with Interior Decorator or Designer
>> Luxury Marketers: Take Action
Decorating Style of Primary Residence
Figure 224: Decorating Style of Primary Residence
About Shopping for Home
Figure 225: About Shopping for Home

Chapter 12: Luxury Consumers and the Current Economic Crisis
How Luxury Consumers' Shopping Behavior Is Changing due to the Current Economic Crisis
Figure 226: Changes Luxury Consumers Have Made in Past 12 Months
Even Ultra-Affluents Are Making Changes
Figure 227: Changes Ultra-Affluent Consumers Have Made in Past 12 Months
>> Luxury Marketers: Take Action
Impact of Economic Crisis on Affluents' Wealth
Figure 228: Changes in Wealth Past 12 Months
Figure 229: Response to Changes in the Stock Market
Specific Challenges in Managing their Money
Figure 230: Specific Challenges in Managing Money
Strategies Used to Manage Money Better
Figure 231: Strategies Used to Manage Their Money Better
Satisfaction in How They Manage Their Money
Figure 232: Level of Happiness with How Manage Money
>> Luxury Marketers: Take Action


Companies Mentioned Luxury & Department Stores - Barneys New York - Bergdorf Goodman - Bloomingdales - Lord & Taylor - Neiman Marcus - Nordstrom’s - Saks Fifth Avenue Mass/Discount Stores - Costco - Dillards - JC Penneys - Kmart - Kohls - Macy's - Sam's Club - Sears - Target - TJ Maxx - Art Glass - Baccarat - Daum - Herend - Lalique - Lladro - Steuben Electronics Products - Apple - Bose - Dell - HP (Hewlett Packard) - iPhone - iPod - Motorola - Panasonic - Samsung - Sony Electronics Retailers - Apple Stores - Best Buy - Circuit City - Magnolia Tabletop Brands - Anna Weatherly - Baccarat - Bernardaud - Christofle - Haviland - Lalique - Lenox - Lladro - Riedel - Swarovski - Waterford - Wedgwood Clothing & Fashion Brands - Alexander McQueen - Ann Taylor - Anne Klein - Armani - Balenciaga - Bottega Veneta - Brooks Brothers - Bulgari - Burberry - Calvin Klein - Chanel - Chloe - Christian Dior - Coach - Diane Von Furstenberg - Dolce & Gabbana - Donna Karan/DKNY - Faconnable - Fendi - Ferragamo - Gucci - Hermes - Hugo Boss - Jil Sander - Jimmy Choo - Jos A. Banks - Lacoste - Lambertson Truex - Liz Claiborne - Louis Vuitton - Marc Jacobs - Michael Kors - Oscar de la Rente - Prada - Ralph Lauren - Roberto Cavalli - Sergio Rossi - St. John - Stella McCartney - Talbots - Tommy Bahama - Valentino - Vera Wang - Versace - Yves Saint-Laurent Fashion Accessories - Alexander McQueen - Armani - Balenciaga - Bottega Veneta - Bulgari - Burberry - Calvin Klein - Chanel - Chloe - Christian Dior - Coach - Cole-Hahn - Diane Von Furstenberg - Dolce & Gabbana - Donna Karan/DKNY - Fendi - Ferragamo - Gucci - Hermes - Hugo Boss - Jil Sander - Jimmy Choo - Louis Vuitton - Marc Jacobs - Michael Kors - Prada - Ralph Lauren - Roberto Cavalli - Sergio Rossi - Stella McCartney - Valentino - Versace - Yves Saint-Laurent Beauty Brands – Luxury/Prestige - Bare Essentials - Bliss - Bobbi Brown - Chanel - Clarins - Clinque - Dior - Elizabeth Arden - Estee Lauder - Givenchy - Kiehl's - Kinerase - La Mer - La Prairie - LAB Series - Lancome - Laura Geller - Laura Mercier - L'Occitane - M*A*C - NARS - Origins - Philosophy - Prescriptives - Smashbox - Yves Saint Laurent Beauty Brands – Mass - Avon - Coty - Cover Girl - L'Oreal Paris - Lubriderm - Max Factor - Maybelline - Nivea - Olay - Revlon - Sally Hansen Jewelry Brands - Bacarrat - Bailey, Banks & Biddle - Boucheron - Bulgari - Cartier - Crislu - David Yurman - DeBeers - Di Modolo - Diamiani - Fope - Gucci - H Stern - Harry Winston - Iridesse - Jared Galleria of Jewelry - John Hardy - Judith Ripka - Kwait - Lalique - Leo Diamond - Majorica - Mikimoto - Robert Lee Morris - Roberto Coin - Scott Kay - Swarovski - Tiffany - VanCleef & Arpels Watch Brands - Boucheron - Breguet - Breitling - Cartier - Casio - Chopard - Citizen - Croton - David Yurman - Ebel - Fossil - Invicta - Jaeger-LeCoultre - Movado - Omega - Patek Philippe - Raymond Weil - Rolex - Swatch - TAG Heuer - Tissot - Wittnauer Multi-Chain Restaurants - Del Frisco's - Fleming's - Lawry's The Prime Rib - Morton's - Oceanaire Seafood Room - Ruth Chris' - Shula's Steakhouse - Smith & Wollensky - Sullivan's Steakhouse - The Capital Grille - The Palm Restaurant Celebrity Chef Restaurants - BLT Steak (Chef Laurent Tourendol) - Bobby Flay Steak (Chef Bobby Flay) - Bonfire (Chef Todd English) - Bourbon Steak (Chef Danny Meyer/Union Square Hospitality) - Bradley Ogden (Chef Bradley Ogden) - Charlie Palmer Steak (Chef Charlie Palmer) - Craftsteak (Chef David Bouley) - Cut (Chef Wolfgang Puck) - David Burke Primehouse (Chef David Burke) - Delmonico Steakhouse (Chef Emeril Lagasse) - Gordon Ramsey (Chef Gordon Ramsey) - Nobu (Chef Nobu Matsuhisa) - Prime Steakhouse (Chef Jean George Vongerichten) Hotel Brands - Associated Luxury Hotels, including Number One Collection of Resorts - Conrad Hotels - Five Star Alliance - Four Seasons - Leading Hotels of the World - Mandarin Oriental - Orient-Express Hotels - Ritz-Carlton - St. Regis - Starwood's Luxury Collection


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