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In The Lap of Luxury: Targets, Triggers, Trends & Tips on the Indian Luxury Apparel & Accessories Sector
Insight Instore, Nov 2009, Pages: 59
In a country steeped in traditions of luxury, the connotations that luxury has undertaken today are quite interesting!
The fast-paced developments of the last two decades including a struggling economy coming to terms with a its past and turning fortunes around to become a red hot economy saw luxury moving from inheritance into mass consciousness. These changing times saw both the emergence of new and willing mindsets as well as increasing ability to afford luxury. And this new set defined new parameters in luxury. Today, the publisher has many segments in the luxury consumer group each with different drivers and motivations. Insight Instore has identified the main segments in India.
In this report, the publisher has deconstructed the luxury Apparel and Accessory consumer in India. The publisher focuses on the consumer and begin by scanning the evolving luxury scene in these sectors. With this background, the publisher then study the identified segments in detail. The report looks at what brands each segment identifies with, why they buy, where they buy it, when they shop and even how they go about shopping. The report then goes on to speak about trends prevalent in these sectors and uses these trends and earlier insights to study their impact on the retail industry in India and to identify strategic directions, which can be translated into meaningful innovations for brands.
This report is compiled using a combination of primary and secondary research techniques. The primary research includes shopper observation & interviews, focus group interviews and luxury brand interviews. The research is approached with a few hypotheses about the luxury consumer. Shoppers are randomly chosen across 4 cities, Delhi, Mumbai, Kolkata and Bangalore.
A questionnaire was administered to the shoppers with both open and close-ended questions. From the entire population of shoppers who were interviewed, outlying cases were filtered out. In addition, a focus group was created for the entire duration of the study. The process of planning for the purchase, and the influencers of product predisposition were understood. The focus group was screened to be representative of the overall market. As the shopper interviews progressed, data was captured and validated with information coming out of the focus groups. In parallel, the brand interviews enabled us to derive further insights. Finally, exit interviews with shoppers also helped in validating or rejecting many of the hypotheses that were generated during the initial phase of the study.
The secondary research was put together largely drawing from the existing database of information and active online research.
Useful for brands, designers, consultants, trend hunters, professionals in the luxury sector and ideators who are interested in this creative line.
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