发布时间：2008.5

摘要

Unity Marketing's Experiential Luxury Report 2008 is the definitive study of the luxury consumers' buying and spending preferences, written by Pam Danziger, the nation's leading expert on the 'new luxury' market.

This report provides vital market size, growth and demographics for anyone and everyone that sells luxury, from marketers, advertisers, retailers, service providers. The Experiential Luxury Report 2008 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 two-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.

Details about services included in Experiential 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.

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), including favorite brands of luxury hotels.

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 Experiential Luxury Report 2008 is a psychographic profile of the five key types of luxury consumers, including a newly discovered luxury personality, the Temperate Pragmatist. 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.

目录及图表

Chapter 1 — About the Luxury Market

Figure 1: Leading Luxury Marketers Revenues, 2004-2007

Some 35 million Households Rank among the Nation's Top 25 percent

Figure 2: Number of Households by Income, 2004 -2006

Fastest Growing Affluent Households

Figure 3: Total number of affluent households

Demographics of the Top 25 Percent of Americans

Figure 4: Household income by age, 2006

Affluents Make More, Spend More and Save More

Figure 5: Annual expenditures, 2006: Average U.S. households compared with affluent

Trends in Affluence

Increasing Diversity in the Luxury Market

Figure 6: Diversity of Luxury Market

Lifestage Changes Impacts the Luxury Market

Figure 7: Triggers for luxury purchases, 2006 & proj. 2007 (Source: Luxury Tracking, 4Q06)

Luxury Consumers’ Plans for Home Changes

Figure 8: Home Changes 2005 (2Q2005 Luxury Tracking), 2006 and proj. 2007

Luxury Consumers Rose from Middle-class Backgrounds

Figure 9: Financial status of family of origin (Luxury Tracking, 2Q04)

New Luxury Market Paradigm — From Things to Experiences

Experiences Provide the Greatest Luxury Satisfaction

Figure 10: Source of Greatest Luxury Satisfactions (1Q2006 Luxury Tracking) 22

Figure 11: Sources of Greatest Luxury Satisfaction by income

Chapter 2 — Luxury Market Top line Findings

Luxury consumer spending declines sharply in second half of 2007

Figure 12: Luxury Consumption Index thru 4Q2007

Luxury marketers are feeling the pain too, as luxury consumers hold back on spending

Five measures of luxury consumer confidence dropped sharply

Luxury Consumers’ Feelings of Financial Well-Being

Figure 13: Financial Well Being

Luxury Consumers and Reported Spending Trends

Figure 14: Luxury Spending Trends Past Twelve Months

Luxury Consumers and Their Spending Expectations

Figure 15: Expected Spending on Luxury Next 12 Months

Luxury Consumers’ Confidence in Financial Health of the Country

Figure 16: Overall Financial Health of Country

Luxury Consumers Confident of Their Personal Ability to Handle Economic Turmoil

Figure 17: Financial Prospects Next Twelve Months

Predictions for the Luxury Market through 2008

Total Luxury Purchase Incidence

Figure 18: Overall Luxury Purchase Incidence (All Affluent Consumers), 2005-2007

Luxury Purchase Incidence

Figure 19: Luxury Purchase Incidence, 2005-2007

Luxury Consumers’ Average Spending

Figure 20: Average Spending on Luxury, 2005-2007

Luxury Spending by Income Segments in 2006

Figure 21: Luxury Spending by Income Segment, 2006-2007

Luxury Spending by Age Segment

Figure 22: Luxury Spending by Age - 40 and Under and Over 40. 2006-2007

Luxury Spending by Gender

Figure 23: Luxury Spending by Gender

Overall Luxury Spending by Segment Summary

Figure 24: Luxury Spending by Segment Summary, 2006-2007

Luxury Consumers Remain Value-Oriented

Figure 25: Most Recent Luxury Purchase Bought on Sale or at a Discount (4Q2006 Luxury Tracking)

Overview Where Luxury Consumers Shopped

Figure 26: Where People Shopped for Home and Personal Luxuries

Luxury Shoppers’ Favorite Luxury Department Stores and Mass/Discount Stores

Figure 27: Store Brand Usage for Any Luxury Shopping

Luxury Consumers’ Favorite Magazines

Figure 28: Luxury Consumers Favorite Magazines

Chapter 3 — Experiential Luxuries

Purchase Incidence of Experiential Luxuries

Figure 29: Experiential Purchase Incidence, 2005-2007

Spending on Experiential Luxuries

Figure 30: Experiential Luxury Spending, 2005-2007

Luxury Dining — Purchase Details

Amount Spent on Luxury Dining

Key Influencers for Dining Purchases

Figure 31: Fine Dining Key Influencers for Purchase (2Q2006 Luxury Tracking)

Luxury Entertainment — Purchase Details

Amount Spent on Luxury Entertainment

Key Influencers for Entertainment Purchases

Figure 32: Entertainment Key Influencers for Purchase (2Q2006 Luxury Tracking)

Luxury Home Services — Purchase Details

Type of Home Services

Figure 33: Type of Home Services Bought

Amount Spent on Luxury Home Services

Key Influencers for Home Services Purchases

Figure 34: Home Services Key Influencers for Purchase (2Q2006 Luxury Tracking)

Luxury Spa, Massage and Beauty Treatment — Purchase Details

Amount Spent on Luxury Spa, Massage and Beauty Treatment

Key Influencers for Spa & Beauty Treatments Purchases

Figure 35: Spa and Beauty Services Key Influencers for Purchase (2Q2006 Luxury Tracking)

Luxury Travel — Purchase Details

Amount Spent on Luxury Travel

Foreign Travel Choices

Figure 36: Type of Foreign Travel Bought

Domestic Travel Choices

Figure 37: Type of Domestic Travel Bought

Key Influencers for Travel Purchases

Figure 38: Travel Key Influencers for Purchase (2Q2006 Luxury Tracking)

Luxury Hotel Brand Usage

Figure 39: Luxury Hotel Brand Usage

Chapter 4 — About Luxury Consumers' Attitudes toward Luxury

The Extent of Luxury - How Invested Are Luxury Consumers in their Luxury Lifestyles?

Figure 40: The Extent of Luxury in Luxury Consumers' Lives -- the Good,

Better, Best and the 'I just don't care all that much'

Their approach to a luxury lifestyle is tied to how much they spend on luxuries

Figure 41: Spending on Luxury 2Q2007 based upon good, better, best attitudes

Changing Personalities in the 'New Luxury' Market

Luxury consumers remain highly experiential and there are signs they are becoming even more experiential

Figure 42: Attitudes about Luxury, 2007 & 2003 surveys

A New Luxury Consumer Personality Emerges — Temperate Pragmatist

Figure 43: Personalities of Luxury, 2007 & 2003

Figure 44: Attitudes about Luxury by Personality Segment, 2007

Introducing the Five Luxury Consumer Personalities

Luxury Personalities and Their Spending on Luxuries

Figure 45: Average Spending on Luxury by Personality Types

Personalities' feelings about their current financial status and future status

Demographics that define the personalities

Figure 46: Average Income by Personality

Field Guide to the Five Luxury Personalities

Figure 47: Field Guide to the Luxury Personalities

Chapter 5 — Luxury Consumers & the Internet

Introduction

Figure 48: Electronic Shopping and Mail-Order Retail Sales, YTD 2006-2007 and 2005-2006

Internet Is Growing in Importance in the Lives of Luxury Consumers

Social networking is not just for kids anymore -- Even luxury consumers do it

Figure 49: Visited Social Networking or Social Shopping Sites Past Three

Months (July-September 2007), by Age

Luxury consumers used multi-media strategy combining magazines and Internet to research purchases

Figure 50: Use of Magazines To Learn About Internet

Magazines play important role in making luxury consumers aware of new Internet sites

Figure 51: Role of Magazines in Making Consumers Aware of New Websites

Luxury Consumers Were Most Drawn to the Internet to Visit a Trusted Online Retailer or as the

Result of an Internet Search

Figure 52: Factors that Drew Luxury Consumers to Particular Website in Past

Three Months (July-September 2007)

About Half of Home & Personal Luxury Shoppers Used the Internet to Support Their Purchases -

Almost All Luxury Travelers Used the Internet

Figure 53: Use of the Internet to Support Purchases, by Product and Service89

People who used the Internet to support their purchases tended to spend more overall

Figure 54: Average Amount Spent by Luxury Consumers by Product Category and Use of Internet

Comparing prices was most widely used application for the Internet

Figure 55: Uses of Internet in Support of Luxury Goods Purchases

Role of the Internet in Influencing Last Purchase

Figure 56: Internet Rated Very Important in Influencing Last Purchase

Luxury travelers make the absolute most of the Internet

Figure 57: Use of the Internet by Luxury Travel Purchasers

Trends in Spending and Time on the Internet, 2005 to 2007

Figure 58: Average Time Spent Online for Internet Shopping and Research

Purchases, 3Q2007 & 3Q2005

Figure 59: Average Amount Spent on Internet Making Purchases, 3Q2007 & 3Q2005

Having Access to Wide Selection of Merchandise, Convenience of Shopping at Home and Ability to Compare Products and Prices Are Keys to Attracting Luxury Consumers to Internet Shopping

Figure 60: Features Luxury Shoppers Consider Very Important for Using the

Internet for Shopping, 3Q2007 & 3Q2005

Shipping and Handling Charges Discourage Luxury Internet Shoppers

Features that Are Very Important for a Luxury Website

Figure 62: Features Very Important for a Luxury Website

Luxury Consumers' Favorite Internet Websites

Figure 63: Top Ten Luxury Consumers' Websites

Chapter 6 — About Luxury Travel

Nearly Four Trips Planned For April to December 2006

Figure 64: Travel Plans April-December 2006

Luxury Resort and Foreign Travel Top List for Personal Vacation Plans

Figure 65: Type of Personal Trips Planned

Travel Spending Trends, 2005 to 2006

Figure 66: Trends in Luxury Travel, 2005 to 2006

Relaxation and Stress Relief Is Primary Experience Desired by Luxury Travelers

Figure 67: Travel Experiences Rated Very Important by Luxury Travelers

Having Special Experiences that Make Memories Is Top Factor when Planning Travel

Figure 68: Factors Rated Very Important When Planning Luxury Travel

Chapter 7 — About Happiness and Motivators for Luxury Purchases

Luxury Consumers Just Want to Have Fun

Figure 69: Motivators Rated Very Important When Purchasing Luxury

Happiness Is the Ultimate Luxury

People have a happiness ‘set point’ that is resistant to change

Money doesn’t buy happiness, in fact the pursuit of wealth may make people less, rather than more happy

Income and Assets Measure One's Success in Business and Career --

Happiness Measures One's Success in Life

Understanding affluent consumer psychology is critical to success in luxury brand marketing

Figure 70: Satisfaction with Life Scale by Ed Diener (4Q2007)

Money does buy happiness -- but an increase of 2.5 times more money only gets you 10 percent more happiness

The new luxury consumer is adopting a 'less is more' lifestyle

Chapter 8 — Status & the Luxury Consumers

Attitudes about Status

Figure 71: Attitudes about Status

Personalities of Status

Figure 72: Personalities of Status

Figure 73: Status Personalities Attitudes

Consensus Connie Goes Along with the Status Quo

Sarah the Status Seeker Places a Priority on Prestige

Quality Magnet Martha Is Driven to Buy the Best

Anti-Status Andy Rejects the Trappings of Status

Lifecycle of Luxury Brands’ Status Tied to Consumers’ Age

Figure 74: Status Attitudes Most Closely Associated with Younger Consumers 123

Figure 75: Anti-Status Attitudes Most Closely Associated with Older Luxury

Consumers

Maintaining Luxury Consumers’ Desire for Status Through the Acquisition of Luxury Is Good for

Luxury Marketers

Counter Trend toward Anti-Status Is Taking Hold

Chapter 9 — Luxury Consumers and the Loyalty Factor

Luxury Consumers’ Membership in Loyalty Programs

Figure 76: Membership in Loyalty Programs, by age and by income

Membership and It’s Impact on Brand Choices

Figure 77: How Strongly Loyalty Programs Influence Brand Choices

Membership and Its Impact on Luxury Spending

Figure 78: Average Amount Spent by Luxury Consumers 1Q2007 based upon Membership

Want to Target Young Affluents? Create a Loyalty Program for Them

Figure 79: Average Amount Spent by Luxury Consumers 1Q2007 based upon age and membership

Case Studies of Effective Loyalty Programs

Characteristics of Effective Loyalty Programs

Appendix A

Research Objectives

Research Methodology

Income Demographics

Figure 80: Income Demographics

Gender

Age Distribution

Figure 81: Age Distribution

Other Demographic Variables

Survey Questionnaires