The Luxury Report 2010: The Ultimate Guide to the Luxury Consumer Market
Unity Marketing, May 2010, Pages: 408
Luxury Report 2010 is the ultimate guide to the U.S. market for luxury goods and experiences. 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. It reports trends in luxury consumer purchases from 2007 through 2009.
The Luxury Report examines consumers' buying behavior and spending habits related to four key categories of luxury:
- 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 2010 is written by Pam Danziger, one of the nation's leading expert on the luxury market and is based upon the kind of in-depth consumer research for which Pam Danziger and Unity Marketing are 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.
More importantly it gives marketers an analytic view of the luxury consumer market going in and coming out of the recession.
- - Luxury Marketers: This is a report about your customers & your target customers
The Luxury Report 2010 is a compilation of the quarterly luxury tracking surveys that Unity Marketing conducts every three months with 1,000-1,250 affluent consumers who purchased one or more luxuries in the study period. Unity's 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 4,739 luxury consumers surveyed in 2009 with an average income of about $220,200 is representative of the 22 million affluent households in the country.
More details about products and brands included in Luxury Report 2010
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 latest 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)
- Home Electronics (Desktop Computers; televisions; DVD/video players; audio equipment; home entertainment systems)
- 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)
- Personal Electronics (iPods and other MP3 devices; cameras; cellular phones; laptop computers & notebooks; PDA's)
Automobiles (Euro, Asian and U.S luxury models)
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)
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 Luxury Report 2010 are new data points that enhance luxury marketers' understanding of where affluent's money is being spent and how it is changing from year to year. It contains data about the average amount spent within a particular product category, such as Luxury Fashion Accessories, and within the category to the average amount spent on women's shoes or women's handbags, 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 fashion accessories budgets in department stores and more in specialty fashion boutiques.
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 Unity Marketing's Luxury Report 2010 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 2010 are results of the following special investigations conducted in 2008 and 2009:
- Forecasts for Luxury Travel through 2010 -- Affluent's travel plans for both business and personal travel, travel choices, experiences most desired, hotel features of importance and brand preferences
- Luxury consumers and their luxurious homes -- What they have, what they own, what they buy, plans on remodeling and redecorating.
- 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.
Introduction
Unity Marketing's annual state of the luxury market report
Luxury Tracking Survey Methodology
Sample Demographics
Income Demographics
Figure 1: Income Demographics, 2007-2009
Figure 2: Income Shift in Luxury Survey Sample
Gender
Age Distribution
Figure 3: Age Distribution
Generations
Figure 4: Generations of Affluents
Other Demographic Variables
Figure 5: Employment
Credit Cards
Figure 6: Credit Card Ownership
Chapter 1— About the Luxury Market
2009: The Luxury Market in Transition
This Year in Luxury
Future of Luxury Market
Luxury Marketers: Take Action>>
Demographics of Affluence
Figure 7: Households by Income Levels
Figure 8: Segments within the Top Income Quintile
Figure 9: Average Income of Top Quintile Households
More Demographic Characteristics of Affluent Consumer Market
Where Affluents Live
Figure 10: Top Ten Counties by Median Household Income
Diversity among Affluents
Figure 11: Number Affluent Households by Ethnicity
Figure 12: Top 20% Income earners by Ethnicity
Age of Affluence
Figure 13: Income by Age
Figure 14: Number of Consumers in Window of Affluence
Figure 15: Population Projections 25-54 through 2020
Luxury Marketers: Take Action>>
New Luxury Market Paradigm — From Things to Experiences
Figure 16: Source of Greatest Luxury Satisfactions
Demographic distinctive
Figure 17: Source of Greatest Luxury Satisfactions by Age (2009)
Luxury Marketers: Take Action>>
Figure 18: Experience as Source of Greatest Personal Satisfaction by Generation (2009)
Chapter 2 – How Affluent Consumers Feel about the Economy and their Financial Status
Afluents Feel More Positive which Gives Key Affluent Segments Permission to spend
Figure 19: Luxury Consumption Index
Figure 20: Luxury Consumer Spending Overview
Figure 21: Percent Change Luxury Consumer Spending, 2009-2008
Luxury Consumers' Feelings of Financial Well-Being
Figure 22: Financial Well Being
Luxury Consumers and Reported Spending Trends
Figure 23: Luxury Spending Trends Past Twelve Months
Luxury Consumers and Their Spending Expectations
Figure 24: Expected Spending on Luxury Next 12 Months
Luxury Consumers' Confidence in Financial Health of the Country
Figure 25: Overall Financial Health of Country
Luxury Consumers Financial Prospects
Figure 26: Financial Prospects Next Twelve Months
Investments and Savings in the Current Quarter
Figure 27: Trends in Saving and Investing Now Compared with Twelve Months Ago
Investments and Savings in the Coming Year
Figure 28: Trends in Saving and Investing in Coming Twelve Months
Is the Luxury Recession over?
Figure 29: Is the Recession Over?
Figure 30: When Will Recession End?
Ways Affluent Consumers Are Changing their Lifestyles
Figure 31: Changes in Luxury Consumer Lifestyles
Chapter 3 – About the Luxuries Affluent Consumers Purchase and How Much They Spend
Total Luxury Purchase Incidence
Figure 32: Overall Luxury Purchase Incidence (All Affluent Consumers), 2006-2009
- - Luxury Marketers: Take Action
Luxury Purchase Incidence
Figure 33: Luxury Purchase Incidence, 2007-2009
Luxury Consumers' Average Spending
Figure 34: Average Spending on Luxury, 2007-2009
Luxury Spending by Income Segments
Figure 35: Luxury Spending by Income Segment, 2008-2009
Luxury Spending by Age Segment
Figure 36: Luxury Spending by Age – 40 and Under and Over 40. 2008-2009
Luxury Spending by Gender
Figure 37: Luxury Spending by Gender, 2008-2009
Luxury Spending by Segment Summary
Figure 38: Luxury Spending by Segment Summary, 2008-2009
Segment Spending on Home Luxuries Summary
Figure 39: Home Luxury Segment Spending
Segment Spending on Personal Luxuries Summary
Figure 40: Personal Luxury Segment Spending
Segment Spending on Experiential Luxuries Summary
Figure 41: Experiential Luxury Segment Spending
Luxury Shoppers' Favorite Luxury Department Stores and Mass/Discount Stores
Figure 42: Store Brand Usage for Any Luxury Shopping, 2007-2009, including ultra-affluents
Luxury Consumer's Favorite Fashion Boutiques
Figure 43: Fashion Boutique Brands
Luxury Consumers' Favorite Websites
Figure 44: Internet Website Purchase
Chapter 4 — Home Luxury Purchases Detail Findings
Overall Home Luxury Purchase Incidence
Figure 45: Home Purchase Incidence, 2006-2009
Luxury Shoppers' Spending on Home Luxuries
Figure 46: Home Luxury Spending, 2007-2009
Home Luxury Spending by Demographic Segments
Figure 47: Total Home Luxury Spending by Demographic Segments
Most Popular Shopping Destinations for Home Luxury Consumers
Affluents shopping for their home still favor the in-store experience
Figure 48: Where Luxury Consumers Shopped for Home Luxuries
Biggest Winners & Losers in the Home Luxury Market
Figure 49: Top Ten Fastest Growing Products and Slowest Growing Categories in Home Luxury 2009
Art & Antiques — Purchase Details
Type of Art and Antiques Bought
Figure 50: Type of Art Bought, 2007-2009
Amount Spent on Art & Antiques
Figure 51: Art & Antique Spending by Demographic Segment (2007-2009)
Art & Antique: Estimated Spending by Product
Figure 52: Estimated Spending on Luxury Art & Antique Products (2008-2009)
Where People Shopped for Luxury Art & Antiques
Figure 53: Art & Antiques Shopping Choices 2007-2009
Estimated Spending on Art & Antiques by Type of Store
Figure 54: Estimated Spending on Luxury Art & Antiques by Type of Store (2007 & 2008)
- - Art Luxury Marketers: Take Action
Home Electronics — Purchase Details
Type of Home Electronics Bought
Figure 55: Type of Electronics Bought, 2007-2009
Amount Spent on Luxury Home Electronics
Figure 56: Electronics Spending by Demographic Segment, 2007-2009
Home Electronics: Estimated Spending by Product
Figure 57: Estimated Spending on Luxury Home Electronics (2009)
Where People Shopped for Luxury Home Electronics
Figure 58: Home Electronics Shopping Choices
Estimated Spending on Electronics & Photography Equipment by Type of Store
Figure 59: Estimated Spending on Luxury Home Electronics by Type of Store (2007-2009)
Electronics & Photography Equipment Brand Usage
Figure 60: Electronics & Photography Brand Purchase, 2007-2009
- - Electronics Luxury Marketers: Take Action
Home Decorating Fabrics, Window & Wall Coverings — Purchase Details
Type of Home Decorating Fabrics, Window & Wall Coverings Bought
Figure 61: Type of Home Decor Fabrics, Window & Wall Coverings Bought, 2007-2009
Amount Spent on Home Decorating Fabrics, Window & Wall Coverings
Figure 62: Spending Fabrics, Window, Wall Coverings by Demographic Segment 2007-2009
Home Décor Fabrics, Window & Wall Coverings: Estimated Spending by Product
Figure 63: Estimated Spending on Luxury Fabrics, Window & Wall Coverings (2007-2009)
Where People Shopped for Luxury Home Decorating Fabrics, Window and Wall Coverings
Figure 64: Home Decorating Fabrics, Windows & Wall Coverings Shopping Choices, 2007-2009
Estimated Spending on Fabrics, Window & Wall Coverings by Type of Store
Figure 65: Estimated Spending on Luxury Fabrics, Wall & Window Coverings by Type of Store (2007-2009)
Furniture, Lamps & Floor Coverings — Purchase Details
Type of Furniture, Lamps & Floor Coverings Bought
Figure 66: Type of Furniture, Lamps, Floor Coverings Bought, 2007-2009
Amount Spent on Furniture, Lamps and Floor Coverings
Figure 67: Furniture, Lamps and Floor Covering Spending by Demographic Segment 2007-2009
Furniture, Lamps and Rugs: Estimated Spending by Product
Figure 68: Estimated Spending on Luxury Furniture, Lamps and Floor Coverings Products (2007-2009)
Where People Shopped for Luxury Furniture, Lamps and Floor Coverings
Figure 69: Furniture, Lamps, Floor Coverings Shopping Choices, 2007-2009
Estimated Spending on Furniture, Lamps and Rugs by Type of Store
Figure 70: Estimated Spending on Luxury Furniture, Lamps and Rugs by Type of Store (2007-2009)
- - Furniture, Lamp and Rug Luxury Marketers: Take Action
Garden, Outdoor, Lawn & Patio Products — Purchase Details
Type of Garden/Outdoor Bought
Figure 71: Type of Garden/Outdoor Living Luxuries Bought
Amount Spent on Garden
Figure 72: Garden/Outdoor Spending by Demographic Segment 2007-2009
Outdoor/Garden Luxury: Estimated Spending by Product
Figure 73: Estimated Spending on Luxury Outdoor/Garden by Products (2007-2009)
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 74: Estimated Spending on Luxury Outdoor & Garden by Type of Store (2007-2009)
Kitchenware, Cookware & Housewares — Purchase Detail
Type of Kitchenware, Cookware & Housewares Bought
Figure 75: Type of Kitchenware, Cookware, Housewares Bought, 2007-2009
Amount Spent on Kitchenware, Cookware & Housewares
Figure 76: Kitchenware, Housewares Spending by Demographic Segment, 2007-2009
Kitchenware, Housewares: Estimated Spending by Product
Figure 77: Estimated Spending on Luxury Kitchenware, Housewares by Product
Where People Shopped for Luxury Kitchenware, Cookware, Housewares
Figure 78: Kitchenware, Cookware, Housewares Shopping Choices, 2007-2009
Estimated Spending on Kitchenware, Housewares by Type of Store
Figure 79: Estimated Spending on Kitchenware, Housewares by Type of Store
Kitchen Appliances, Bath & Building Products — Purchase Details
Type of Kitchen Appliances, Bath & Building Products Bought
Figure 80: Type of Kitchen Appliances, Bath & Building Products Bought
Amount Spent on Kitchen Appliances
Figure 81: Kitchenware, Housewares Spending by Demographic Segment, 2007-2009
Kitchen Appliances, Building & Bath: Estimated Spending by Product
Figure 82: Estimated Spending on Luxury Kitchen Appliances, Bath and Building Products (2007-2009)
- - Kitchen Appliance, Building and Bath Luxury Marketers: Take Action
Where People Shopped for Luxury Kitchen Appliances, Bath and Building Products
Figure 83: Kitchen Appliances, Bath & Building Products Shopping Choices
Estimated Spending on Kitchen Appliances, Bath & Building Products by Type of Store
Figure 84: Estimated Spending on Kitchen Appliances, Building and Bath Products by Type of Store
Linens & Bedding Products — Purchase Details
Type of Linens and Bedding Bought
Figure 85: Types of Linens & Bedding Bought
Amount Spent on Linens and Bedding
Figure 86: Linens and Bedding Spending by Demographic Segment, 2007-2009
Linens & Bedding: Estimated Spending by Product
Figure 87: Estimated Spending on Luxury Linens & Beddings (2008-2009)
Where People Shopped for Luxury Linens & Bedding Products
Figure 88: Linens & Bedding Shopping Choices
Estimated Spending on Linens & Bedding by Type of Store
Figure 89: Estimated Spending on Linens & Bedding by Type of Store (2007-2009)
Tabletop, Dinnerware, Flatware, Servingware — Purchase Details
Type of Tabletop Purchased
Figure 90: Type of Tabletop Purchased
Amount Spent on Tabletop
Figure 91: Tabletop Spending by Demographic Segment 2007-2009
Tabletop: Estimated Spending by Product
Figure 92: Estimated Spending on Luxury Tabletop Products (2007-2009)
Where People Shopped for Luxury Tabletop Products
Figure 93: Tabletop Shopping Choices
Estimated Spending on Tabletop by Type of Store
Figure 94: Estimated Spending on Tabletop by Type of Store (2007-2009)
Tabletop Brand Usage
Figure 95: Tabletop Brand Awareness & Usage
Chapter 5 - Personal Luxury Purchases Detail Findings
Personal Luxury Purchase Incidence
Figure 96: Personal Luxury Purchase Incidence, 2007-2009
Personal Luxuries Spending Overview
Figure 97: Personal Luxury Spending, 2007-2009
Personal Luxury Spending by Demographic Segments
Figure 98: Personal Luxury Spending by Demographic Spending 2008-2009
Where Personal Luxuries Are Bought
Figure 99: Where Luxury Consumers Shop for Personal Luxuries
Biggest Winners & Losers in the Personal Luxury Market
Figure 100: Fastest Growing and Slowest Personal Luxury Categories 2009
Automobiles & Recreational Vehicles ? Purchase Details
Amount Spent on Automobiles & Recreational Vehicles
Figure 101: Automobile Spending by Demographic Segment 2007-2009
Type of Luxury Automobile Bought
Figure 102: Type of Luxury Automobile
Country of Origin
Figure 103: Automobile Country of Origin
Clothing & Apparel ? Purchase Details
Type of Clothing & Apparel Bought
Figure 104: Type of Clothing & Apparel Bought
Amount Spent on Clothing & Apparel
Figure 105: Clothing and Apparel Spending by Demographic Segment 2007-2009
Clothing & Apparel: Estimated Spending by Product
Figure 106: Estimated Spending on Luxury Clothing & Apparel (2007-2009)
Where People Shopped for Luxury Clothing & Apparel
Figure 107: Clothing & Apparel Shopping Choices
Estimated Spending on Clothing & Apparel by Type of Store
Figure 108: Estimated Spending on Luxury Clothing & Apparel by Type of Store (2007-2009)
Clothing & Apparel Brand Usage
Figure 109: Clothing & Apparel Brand Usage
Fashion Accessories ? Purchase Details
Type of Fashion Accessories Bought
Figure 110: Type of Fashion Accessories Bought
Amount Spent on Fashion Accessories
Figure 111: Fashion Accessories Spending by Demographic Segment 2007-2009
Fashion & Accessories: Estimated Spending by Product
Figure 112: Estimated Spending on Luxury Fashion Accessories (2007-2009)
- - Fashion Accessories Luxury Marketers: Take Action
Where People Shopped for Luxury Fashion Accessories
Figure 59: Fashion Accessories Shopping Choices
Estimated Spending on Fashion Accessories by Type of Store
Figure 113: Estimated Spending on Fashion Accessories by Type of Store (2007-2009)
- - Fashion Accessories Luxury Marketers: Take Action
Luxury Fashion Accessories Brand Usage
Figure 114: Fashion Accessories Brand Usage
Fragrance, Cosmetics, and/or Beauty Products ? Purchase Details
Type of Cosmetics Bought
Figure 115: Type of Cosmetics & Beauty Products Bought
Amount Spent on Fragrance, Cosmetics and/or Beauty Products
Figure 116: Fragrance, Beauty, Cosmetic Spending by Demographic Segment 2007-2009
Cosmetics & Beauty: Estimated Spending by Product
Figure 117: Estimated Spending on Luxury Cosmetics and Beauty Products (2007-2009)
- - Beauty Luxury Marketers: Take Action
Where People Shopped for Luxury Fragrance, Cosmetics and/or Beauty Products
Figure 118: Fragrance, Cosmetics, Beauty Products Shopping Choices
Estimated Spending on Beauty by Type of Store
Figure 119: Estimated Spending on Luxury Beauty by Type of Store (2007 -2008)
- - Beauty Luxury Marketers: Take Action
Cosmetics, Beauty Products, Fragrances Brand Usage
Figure 120: Beauty Brands Purchase Incidence – Prestige and Mass Brands
Wine & Spirits — Purchase Details
Type of Wine & Spirits Bought
Figure 121: Type of Wine & Spirits Bought
Amount Spent on Wine & Spirits
Figure 122: Wine & Spirit Spending by Demographic Segment 2007-2009
Wine & Spirits: Estimated Spending by Product
Figure 123: Estimated Spending on Type of Wine & Spirits Bought (2007-2009)
Jewelry ? Purchase Details
Type of Jewelry Bought
Figure 124: Type of Jewelry Bought
Amount Spent on Jewelry
Figure 125: Jewelry Spending by Demographic Segment 2007-2009
Estimated Spending on Women's & Men's Jewelry
Figure 126: Estimated Spending on Women's & Men's Jewelry (2007-2009)
Type of Women's Jewelry Bought
Figure 127: Type of Women's Jewelry Bought
Women's Jewelry: Estimated Spending by Product Type
Figure 128: Estimated Spending on Women's Jewelry by Product Type (2007-2009)
Type of Men's Jewelry Bought
Figure 129: Type of Men's Jewelry Bought
Women's Material of Composition
Figure 130: Material of Composition Women's Jewelry (Metal & Gemstones)
Women's Jewelry: Estimated Spending by Product Material & Gemstone
Figure 131: Estimated Spending on Women's Jewelry by Material (2007-2009)
Figure 132: Estimated Sales of Women's Jewelry by Gemstone (2007-2009)
Men's Material of Composition
Figure 133: Men's Jewelry: Material of Composition
Where People Shopped for Jewelry
Figure 134: Jewelry Shopping Choices
Estimated Spending on Jewelry by Type of Store
Figure 135: Estimated Spending on Jewelry by Type of Store (2007-2009)
- - Jewelry Luxury Marketers: Take Action
Jewelry Brand Usage
Tiffany is the #1 jewelry brand among affluents –
Ultra-affluents significantly picked up their purchases of the leading jewelry brands in 2009
Figure 136: Jewelry Brand Usage
Watches ? Purchase Details
Type of Watches Bought
Figure 137: Type of Watches Bought
Amount Spent on Watches
Figure 138: Watches Spending by Demographic Segment 2007-2009
Watches: Estimated Spending by Type
Figure 139: Estimated Spending by Type of Watch (2007-2009)
Material of Composition Formal/Dress Watches
Figure 140: Material of Composition Formal/Dress Watches
Where People Shopped for Luxury Watches
Figure 141: Watches Shopping Choices
Estimated Spending on Watches by Type of Store
Figure 142: Estimated Spending on Watches by Type of Store (2007-2009)
Watches Brand Usage
Watches Brand Usage
Figure 143: Watch Brand Usage
Personal Electronics — Purchase Details
Type of Personal Electronics Bought
Figure 144: Type of Personal Electronics Bought, 2008-2009
Amount Spent on Luxury Personal Electronics
Figure 145: Personal Electronics Spending by Demographic Segment, 2009
Personal Electronics: Estimated Spending by Product
Figure 146: Estimated Spending on Luxury Personal Electronic (2009)
Where People Shopped for Luxury Home Electronics
Figure 147: Electronics & Photography Shopping Choices
Estimated Spending on Electronics & Photography Equipment by Type of Store
Figure 148: Estimated Spending on Luxury Electronics by Type of Store (2007-2009)
Chapter 6 — Experiential Luxury Purchases Detail Findings
Purchase Incidence of Experiential Luxuries
Figure 149: Experiential Purchase Incidence, 2007-2009
Spending on Experiential Luxuries
Figure 150: Experiential Luxury Spending, 2007-2009
Experiential Luxury Spending by Demographic Segments
Figure 151: Experiential Spending by Demographic Segment 2007-2009
Luxury Dining — Purchase Details
Amount Spent on Luxury Dining
Figure 152: Fine Dining Spending by Demographic Segment
Fine Dining Brand Purchase
Figure 153: Multi-Chain Restaurants Brand Preference
Figure 154: Celebrity Chef Brand Preference
Luxury Entertainment — Purchase Details
Amount Spent on Luxury Entertainment
Figure 155: Entertainment Spending by Demographic Segment 2007-2009
Luxury Home Services — Purchase Details
Type of Home Services
Figure 156: Type of Home Services Bought
Amount Spent on Luxury Home Services
Figure 157: Home Services Spending by Demographic Segment 2007-2009
Luxury Spa, Massage and Beauty Treatment — Purchase Details
Type of Spa, Massage, Beauty Treatment Services Purchased
Figure 158: Type of Spa, Beauty Services Bought
Amount Spent on Luxury Spa, Massage and Beauty Treatment
Figure 159: Spa, Massage, Beauty Services Spending by Demographic Segment
Luxury Travel — Purchase Details
Travel Purchase Overview
Foreign Travel Choices
Figure 160: Type of Foreign Travel Bought
Domestic Travel Choices
Figure 161: Type of Domestic Travel Bought
Number of Days for Travel
Figure 162: Number of Vacation Days
Amount Spent on Luxury Travel
Figure 163: Travel Spending by Demographic Segment 2007-2009
Luxury Hotel Brand Preferences
Figure 164: Luxury Hotel Brand Purchases
Chapter 7 — About Luxury Consumers' Attitudes
More about the qualitative and quantitative research methodologies
How Affluents get their Biggest Luxury Kicks
Figure 165: Source of Greatest Luxury Satisfactions (2009 & 2006)
Demographic distinctive
Figure 166: Source of Greatest Luxury Satisfactions by Age (2009)
Figure 167: Experience as Source of Greatest Personal Satisfaction by Generation (2009)
Luxury Marketers >> Take Action:
Attributes That Most Influence Affluents in their Luxury Purchases
Figure 168: Attributes of High-End Purchases that Most Influence Purchasers to Buy
Luxury Marketers >> Take Action:
Demographic distinctive in what influences consumer in their luxury purchases
Figure 169:Attributes of High-End Purchases that Most Influence Purchasers to Buy by Gender
Luxury Marketers >> Take Action:
Attitudes about Affluent's Luxury Lifestyles
Figure 170: Attitudes about Luxury Lifestyles -- Level of Agreement
Luxury Marketers >> Take Action:
Experiential value of the luxury lifestyle increases with age
Materialistic pursuit of luxury tied with income
Figure 171: Attitudes about Luxury Lifestyles -- Strongly Agree by Income
Luxury Marketers >> Take Action:
The Coach Brand in the Post-Recession New Normal Economy
Figure 172 :Coach Purchase Incidence 1Q07-2Q09
Chapter 8 -- Personalities of Luxury
Luxury Marketers: Meet Your Customers
Figure 173: Five Personalities of Luxury
X-Fluents Grow in Share of the Luxury Consumer Market
Figure 174: Personalities of Luxury, 2009, 2007 & 2003
- - Luxury Marketers: Take Action
New Luxury Consumer Personality Emerged in 2007 and Remains a Force in the Current Market
Personalities' Attitudes toward Luxury
Figure 175: Attitudes about Luxury by Personality Segment
Luxury Personalities and Trends in Spending on Luxuries
Figure 176: Index of Average Spending on Luxury by Personality Types
Personalities' feelings about their current financial status and future status
Demographics that define the personalities
Figure 177: Average Income by Personality
Field Guide to the Five Luxury Personalities
Figure 178: Field Guide to the Luxury Personalities
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How to Sell to the Different Luxury Personalities
Selling to X-Fluents
Selling to Aspirers
Selling to Butterflies
Selling to Cocooners
Selling to Temperate Pragmatists
Chapter 8 — Forecast for Luxury Travel through 2010
Special Investigation: Luxury Consumers and their Travel Plans through 2010
Quantitative research methodologies
How the Recession Has Impacted the Luxury Travel Market
Luxury travel purchase incidence from 2007 to1-3Q2009
Amount Spent on Luxury Travel from 2007 through 1-3Q2009
Figure 179: Travel Spending by Demographic Segment 2007-2008
Foreign Travel Choices
Figure 180: Type of Foreign Travel Bought
Domestic Travel Choices
Figure 181: Type of Domestic Travel Bought
Luxury Hotel Brand Preferences
Figure 182: Luxury Hotel Brand Purchases
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Travel Plans through 2010
Expectations of Business Travel
Figure 183: Number of Business Trips Planned through 2010
Trends in Business Travel
Figure 184: Trends in Business Travel through 2010
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Figure 185: Business Travel Experiences Expect More, Same, Less through 2010
Figure 186: Trends in Business Travel Spending through 2010
Expectations of Personal Vacation, Leisure Travel
Figure 187: Number of Personal Trips Planned through 2010
Personal Travel Experiences Planned
Figure 188: Personal Travel Plans through 2010
Expected Spending on Personal Travel
Figure 189: Expected Personal Travel Spending through 2010
Trend in Spending on Personal Travel
Figure 190: Trend in Personal Travel Spending through 2010
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Figure 191: Trends in Business & Personal Travel through 2010
What Factors Are Most Important When Selecting Hotels for Personal Travel
Figure 192: Features Most Important When Selecting Hotel Room for Personal Travel
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Most Desired Travel Experiences & How They Select Destinations
Personal Travel Experiences Most Desired
Figure 193: Most Desired Travel Experiences, Index 2006 & 2009
Figure 194: Most Desired Travel Experiences by Demographic Segment
Factors Influencing Personal Travel Decisions
Figure 195: Features Influencing Personal Travel Decisions
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How They Plan to Book their Next Personal Travel Experience
Figure 196: How Next Personal Travel Experience will be Booked
Figure 197: Travel Booking by Online, Direct, Travel Agent
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Foreign Destinations Affluents Plan on Visiting through 2010
Figure 198: Top Destinations for Foreign Visitors through 2010
Figure 199: Detail of Travelers' Plans by Continent and Country Listings
Prospects for Luxury Travel Through 2010
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- - Luxury Marketers: Take Action
How affluents get their biggest luxury kicks – From luxuries for their homes, their person or those they experience
Figure 200: Source of Greatest Luxury Satisfactions (2009 & 2006)
Demographic distinctive
Figure 201: Source of Greatest Luxury Satisfactions by Age (2009)
Figure 202: Experience as Source of Greatest Personal Satisfaction by Generation (2009)
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Chapter 9: Luxury Consumer and the Loyalty Factor
Luxury Consumers How the Recession Is Affecting Their Luxury Lifestyles
Qualitative and quantitative research methodologies
What the word "Luxury" means to affluents
Luxury Marketers >> Take Action:
Luxury is both material and experiential
Luxury Marketers >> Take Action
Role of luxury in the affluent's lifestyle
Luxury Marketers >> Take Action:
The recession has had wide spread negative impacts on affluent consumers' incomes and lifestyles
Figure 203: How current recession impacted one's financial situation
Figure 204: Changes to personal financial situation
Impact of economic crisis on affluents' wealth
Figure 205: Changes in Wealth Past 12 Months
Affluents are being more careful about their spending
Luxury Marketers >> Take Action:
Status is out, anti-status is in
Luxury Marketers >> Take Action
Luxury brands have to deliver exceptional quality; they can't rest solely upon brand or reputation
Luxury Marketers >> Take Action
The Good-The Bad- The Ugly in the current recession
Figure 206: Changes made in shopping due to recession
Luxury Marketers >> Take Action:
Luxury Marketers >> Take Action:
Luxury Marketers >> Take Action:
Luxury Marketers >> Take Action:
Luxury Marketers >> Take Action:
Luxury Marketers >> Take Action:
Overview Attitude Statements
Figure 207: Attitudes Statements Agreement
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
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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
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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 13: 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
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Decorating Style of Primary Residence
Figure 224: Decorating Style of Primary Residence
About Shopping for Home
Figure 225: About Shopping for Home
Chapter 14: 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
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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
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