发布时间：2008.5

摘要

Unity Marketing's Home Luxury Report 2008 is the definitive study of the luxury consumers' buying and spending preferences for home luxury marketers, 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 home luxury, from marketers, advertisers, retailers, service providers. The Home Luxury Report 2008 is an essential tool to understand the dynamics of the home 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 eight waves of Unity's quarterly Luxury Tracking surveys from 2005 to 2007.

In each of the three study years over 4,000 luxury consumers were surveyed. Specifically in the 2007 survey a total of 4,284 luxury consumers were surveyed, with an average income of $155,100; average age of 45.2 years including 64 percent female and 36 percent male respondents.

More details about products and brands included in Home Luxury Report 2008

Details about what home luxuires these consumers bought, how much they spent, where they made their purchases, and in certain categories the luxury brands they patronized are reported.

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 and leading brands)
Electronics and Photography Equipment (Computers; iPods and other MP3 devices; cameras; cellular phones; televisions; DVD/video players; audio equipment; home entertainment systems; PDA's, including leading brands)
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, including leading brands)
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 home 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 four different types of luxury consumers are your best customers

A special feature in Unity Marketing's Home Luxury Report 2008 is a psychographic profile of the 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 Pragmatists, a newly emerged luxury consumer characterized by careful spending and moderate indulgence in luxury.

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) 24

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 43

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 — Home Luxuries

Overall Home Luxury Purchase Incidence

Figure 29: Home Purchase Incidence, 2005-2007

Luxury Shoppers' Spending on Home Luxuries

Figure 30: Home Luxury Spending, 2005-2007

Most Popular Shopping Destinations for Home Luxury Consumers in 2007

Figure 31: Where Luxury Consumers Shopped for Home Luxuries

Fastest Growing Categories in Home Luxuries in 2007

Art & Antiques — Purchase Details

Type of Art and Antiques Bought

Figure 32: Type of Art Bought

Amount Spent on Art & Antiques

Where People Shopped for Luxury Art & Antiques

Figure 33: Art & Antiques Shopping Choices

Art & Antiques Brand Usage

Figure 34: Art, Sculpture & Art Retail Brand Usage, 2006-2007

Key Influencers for Art & Antiques Purchases

Figure 35: Art & Antique Key Influencers for Purchase (2Q2006 Luxury Tracking)

Electronics & Photography Equipment — Purchase Details

Type of Electronics Bought

Figure 36: Type of Electronics Bought

Amount Spent on Luxury Electronics & Photography Equipment

Where People Shopped for Luxury Electronics & Photography Equipment

Figure 37: Electronics & Photography Shopping Choices

Electronics & Photography Equipment Brand Usage

Figure 38: Electronics & Photography Brand Purchase

Key Influencers for Electronics & Photography Purchases

Figure 39: Electronic & Photography Key Influencers for Purchase (2Q2006 Luxury Tracking)

Home Decorating Fabrics, Window & Wall Coverings — Purchase Details

Type of Home Decorating Fabrics, Window & Wall Coverings Bought

Figure 40: Type of Home Decor Fabrics, Window & Wall Coverings Bought 63

Amount Spent on Home Decorating Fabrics, Window & Wall Coverings

Where People Shopped for Luxury Home Decorating Fabrics, Window and Wall Coverings

Figure 41: Home Decorating Fabrics, Windows & Wall Coverings Shopping Choices

Key Influencers for Home Decorating Fabric, Window & Wall Coverings Purchases

Figure 42: Home Decor Fabrics, Wall & Window Covering Key Influencers for Purchase (2Q2006 Luxury Tracking)

Furniture, Lamps & Floor Coverings — Purchase Details

Type of Furniture, Lamps & Floor Coverings Bought

Figure 43: Type of Furniture, Lamps, Floor Coverings Bought

Amount Spent on Furniture, Lamps and Floor Coverings

Where People Shopped for Luxury Furniture, Lamps and Floor Coverings

Figure 44: Furniture, Lamps, Floor Coverings Shopping Choices

Key Influencers for Furniture, Lamps, Floor Coverings & Rug Purchases

Figure 45: Furniture, Lamps & Rug Key Influencers for Purchase (2Q2006 Luxury Tracking)

Garden, Outdoor, Lawn & Patio Products — Purchase Details

Type of Garden/Outdoor Bought

Figure 46: Type of Garden/Outdoor Living Luxuries Bought

Amount Spent on Garden

Where People Shopped for Luxury Garden, Outdoor, Lawn, & Patio Products

Figure 39: Garden, Outdoor, Patio, Lawn Shopping Choices

Kitchenware, Cookware & Housewares — Purchase Detail

Type of Kitchenware, Cookware & Housewares Bought

Figure 47: Type of Kitchenware, Cookware, Housewares Bought

Amount Spent on Kitchenware, Cookware & Housewares

Where People Shopped for Luxury Kitchenware, Cookware, Housewares

Figure 48: Kitchenware, Cookware, Housewares Shopping Choices

Key Influencers for Kitchenware, Cookware and Cooks’ Tools Purchases

Figure 49: Kitchenware, Cookware, Cooks Tools Key Influencers for Purchase (2Q2006)

Kitchen Appliances, Bath & Building Products — Purchase Details

Type of Kitchen Appliances, Bath & Building Products Bought

Figure 50: Type of Kitchen Appliances, Bath & Building Products Bought

Amount Spent on Kitchen Appliances

Where People Shopped for Luxury Kitchen Appliances, Bath and Building Products

Figure 51: Kitchen Appliances, Bath & Building Products Shopping Choices 75

Key Influencers for Kitchen Appliance, Bath and Building Products Purchases

Figure 52: Kitchen Appliances, Bath & Building Products Key Influencers for

Purchase (2Q2006)

Linens & Bedding Products — Purchase Details

Type of Linens and Bedding Bought

Figure 53: Types of Linens & Bedding Bought

Amount Spent on Linens and Bedding

Where People Shopped for Luxury Linens & Bedding Products

Figure 54: Linens & Bedding Shopping Choices

Key Influencers for Linens & Bedding Purchases

Figure 55: Linens & Bedding Key Influencers for Purchase (2Q2006 Luxury Tracking)

Tabletop, Dinnerware, Flatware, Servingware — Purchase Details

Type of Tabletop Purchased

Figure 56: Type of Tabletop Purchased

Details: Crystal & Glassware

Figure 57: Type of Crystal and Glassware Purchased

Details: Dinnerware

Figure 58: Type of Dinnerware Purchased

Type of Dinnerware by Material

Figure 59: Type of Dinnerware by Style

Details: Silverware

Figure 60: Type of Silverware Purchased

Amount Spent on Tabletop

Where People Shopped for Luxury Tabletop Products

Figure 61: Tabletop Shopping Choices

Tabletop Brand Usage

Figure 62: Tabletop Brand Awareness & Usage

Key Influencers for Tabletop Purchases

Figure 63: Tabletop Key Influencers for Purchase (2Q2006 Luxury Tracking) 87

Chapter 4 — About Luxury Consumers' Attitudes toward Luxury

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

Figure 64: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 65: 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 66: Attitudes about Luxury, 2007 & 2003 surveys

A New Luxury Consumer Personality Emerges — Temperate Pragmatist

Figure 67: Personalities of Luxury, 2007 & 2003

Figure 68: Attitudes about Luxury by Personality Segment, 2007

Introducing the Five Luxury Consumer Personalities

Luxury Personalities and Their Spending on Luxuries

Figure 69: Average Spending on Luxury by Personality Types

Personalities' feelings about their current financial status and future status

Demographics that define the personalities

Figure 70: Average Income by Personality

Field Guide to the Five Luxury Personalities

Figure 71: Field Guide to the Luxury Personalities

Chapter 5 — About the Luxury Consumers' Home

Introduction

Typical Luxury Consumers’ Home Is Not All that Luxurious — Lots of Room for Major Home

Improvements

Figure 72: Size of Luxury Consumers' Homes, by income segment

Figure 73: Luxury Consumers' Lot Size

Luxury Consumer Homes' Indoor Appointments

Figure 74: Luxury Consumers Homes Indoor Appointments, including superaffluents

Luxury Consumers Homes' Outdoor Appointments

Figure 75: Luxury Home Appointments — Outdoors

Luxuries They Have and Own

Luxury Toys

Figure 76: Luxury "Toys"

Typical Luxury Consumer Owns about Two Sets of Fine Dinnerware

Figure 77: Fine Dinnerware Owned

Most Own at Least One Luxury Watch

Figure 78: Luxury Watch Ownership

Typical Luxury Consumer Owns One Luxury Automobile

Figure 79: Number of Luxury Automobiles Owned

Chapter 6 — Luxury Consumers & the Internet

Introduction

Figure 80: 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 81: 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 82: Use of Magazines To Learn About Internet

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

Figure 83: Role of Magazines in Making Consumers Aware of New Websites 122

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

Result of an Internet Search

Figure 84: 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 85: Use of the Internet to Support Purchases, by Product and Service 125

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

Figure 86: Average Amount Spent by Luxury Consumers by Product Category and Use of Internet

Comparing prices was most widely used application for the Internet

Figure 87: Uses of Internet in Support of Luxury Goods Purchases

Role of the Internet in Influencing Last Purchase

Figure 88: Internet Rated Very Important in Influencing Last Purchase

Luxury travelers make the absolute most of the Internet

Figure 89: Use of the Internet by Luxury Travel Purchasers

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

Figure 90: Average Time Spent Online for Internet Shopping and Research

Purchases, 3Q2007 & 3Q2005

Figure 91: 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 92: 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 94: Features Very Important for a Luxury Website

Luxury Consumers' Favorite Internet Websites

Figure 95: Top Ten Luxury Consumers' Websites

Chapter 7 — About Happiness and Motivators for Luxury Purchases

Luxury Consumers Just Want to Have Fun

Figure 96: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 97: 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 98: Attitudes about Status

Personalities of Status

Figure 99: Personalities of Status

Figure 100: 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 101: Status Attitudes Most Closely Associated with Younger Consumers 153

Figure 102: 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 103: Membership in Loyalty Programs, by age and by income

Membership and It’s Impact on Brand Choices

Figure 104: How Strongly Loyalty Programs Influence Brand Choices

Membership and Its Impact on Luxury Spending

Figure 105: Average Amount Spent by Luxury Consumers 1Q2007 based upon

Membership

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

Figure 106: Average Amount Spent by Luxury Consumers 1Q2007 based upon age and membership

Case Studies of Effective Loyalty Programs

Characteristics of Effective Loyalty Programs

Chapter 10 — Luxury Consumers and the Countries that Produce the Best Luxuries

Where Luxury Goods Are Manufactured Influences Luxury Consumers' Purchase Decision

Figure 107: Importance of Place of Manufacture of Luxury Goods

Countries Most Respected for Producing Better Quality Luxury Goods

Figure 108: Countries that Produce Better Quality Luxury Goods, percentages and index

Countries of Manufacture Where Quality Is Perceived as Lacking

Figure 109: Countries Associated with Poorer Quality Luxury Goods, percentage and index

Attitudes about Place of Manufacture

Figure 110: Attitudes about Place of Manufacture

Conclusions & Recommendations

Appendix A

Research Objectives

Research Methodology

Income Demographics

Figure 111: Income Demographics

Gender 175

Age Distribution

Figure 112: Age Distribution

Other Demographic Variables

Survey Questionnaires