发布时间：2008.5

摘要

Unity Marketing's Personal 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 Personal 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 eight waves of Unity's quarterly Luxury Tracking surveys during 2006 and 2007. In each of the 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 Personal Luxury Report 2008

Details about what personal luxuries these 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.

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)

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 Luxury Report 2008 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 2008 is data on the following topics of timely importance:

• 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.
• Happiness and the luxury consumer -- How happy are the luxury consumers and what luxury marketers need to know about happiness as it pertains to luxury purchases.
• Status and the luxury consumer -- Role of status as a motivator for luxury consumption, including luxury consumers' attitudes about luxury.
• 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. Special feature: Find out which of the four different types of luxury consumers are your best customers

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) 23

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 42

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 — Personal Luxuries

Personal Luxury Purchase Incidence

Figure 29: Personal Luxury Purchase Incidence, 2005-2007

Personal Luxuries Spending Overview

Figure 30: Personal Luxury Spending, 2005-2007

Department Stores Are an Important Shopping Choice for Personal Luxury Consumers

Figure 31: Where Luxury Consumers Shop for Personal Luxuries

Fastest Growing Categories in Personal Luxuries in 2007

Automobiles & Recreational Vehicles - Purchase Details

Amount Spent on Automobiles & Recreational Vehicles

Luxury Automobile Brand Usage

Figure 32: Luxury Automobile Brand Usage

Key Influencers for Automobiles

Figure 33: Automobile Key Influencers for Purchase (2Q2006 Luxury Tracking)

Clothing & Apparel - Purchase Details

Type of Clothing & Apparel Bought

Figure 34: Type of Clothing & Apparel Bought

Amount Spent on Clothing & Apparel

Where People Shopped for Luxury Clothing & Apparel

Figure 35: Clothing & Apparel Shopping Choices

Clothing & Apparel Brand Usage

Figure 36: Clothing & Apparel Brand Usage

Key Influencers for Clothing & Apparel Purchases

Figure 37: Clothing & Apparel Key Influencers for Purchase (2Q2006 Luxury Tracking)

Fashion Accessories - Purchase Details

Type of Fashion Accessories Bought

Figure 38: Type of Fashion Accessories Bought

Amount Spent on Fashion Accessories

Where People Shopped for Luxury Fashion Accessories

Figure 59: Fashion Accessories Shopping Choices

Luxury Fashion Accessories Brand Usage

Figure 39: Fashion Accessories Brand Usage

Key Influencers for Fashion Accessories Purchases

Figure 40: Fashion Accessories Key Influences for Purchase (2Q2006 Luxury Tracking)

Fragrance, Cosmetics, and/or Beauty Products - Purchase Details

Type of Cosmetics Bought

Figure 41: Type of Cosmetics & Beauty Products Bought

Amount Spent on Fragrance, Cosmetics and/or Beauty Products

Where People Shopped for Luxury Fragrance, Cosmetics and/or Beauty Products

Figure 42: Fragrance, Cosmetics, Beauty Products Shopping Choices

Key Influencers for Cosmetics, Beauty Products, Fragrances

Figure 43: Cosmetics, Beauty Products, Perfume Key Influencers for Purchase (2Q2006 Luxury Tracking)

Wine & Spirits — Purchase Details

Type of Wine & Spirits Bought

Figure 44: Type of Wine & Spirits Bought

Amount Spent on Wine & Spirits

Key Influencers for Wine & Spirits

Figure 45: Wine & Spirits Key Influencers for Purchase (2Q2006 Luxury Tracking)

Jewelry - Purchase Details

Type of Jewelry Bought

Figure 46: Type of Jewelry Bought

Type of Women’s Jewelry Bought

Figure 47: Type of Women’s Jewelry Bought

Type of Men’s Jewelry Bought

Figure 48: Type of Men's Jewelry Bought

Material of Composition

Figure 49: Material of Composition Women’s Jewelry

Figure 50: Men's Jewelry: Material of Composition

Amount Spent on Jewelry

Where People Shopped for Jewelry

Figure 51: Jewelry Shopping Choices

Jewelry Brand Usage

Figure 52: Jewelry Brand Usage

Key Influencers for Jewelry Purchases

Figure 53: Jewelry Key Influencers for Purchase (2Q2006 Luxury Tracking)76

Watches - Purchase Details

Type of Watches Bought

Figure 54: Type of Watches Bought

Material of Composition Formal/Dress Watches

Figure 55: Material of Composition Formal/Dress Watches

Amount Spent on Watches

Where People Shopped for Luxury Watches

Figure 56: Watches Shopping Choices

Watches Brand Usage

Figure 57: Watch Brand Usage

Key Influencers for Watch Purchases

Figure 58: Watches Key Influencers for Purchase (2Q2006 Luxury Tracking) 81

Chapter 4 — About Luxury Consumers' Attitudes toward Luxury

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

Figure 59: 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 60: 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 61: Attitudes about Luxury, 2007 & 2003 surveys

A New Luxury Consumer Personality Emerges — Temperate Pragmatist

Figure 62: Personalities of Luxury, 2007 & 2003

Figure 63: Attitudes about Luxury by Personality Segment, 2007

Introducing the Five Luxury Consumer Personalities

Luxury Personalities and Their Spending on Luxuries

Figure 64: Average Spending on Luxury by Personality Types

Personalities' feelings about their current financial status and future status

Demographics that define the personalities

Figure 65: Average Income by Personality

Field Guide to the Five Luxury Personalities

Figure 66: Field Guide to the Luxury Personalities

Chapter 5 — Luxury Consumers & the Internet

Introduction

Figure 67: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 68: 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 69: Use of Magazines To Learn About Internet

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

Figure 70: Role of Magazines in Making Consumers Aware of New Websites 107

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

Result of an Internet Search

Figure 71: 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 72: Use of the Internet to Support Purchases, by Product and Service 110

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

Figure 73: Average Amount Spent by Luxury Consumers by Product Category and Use of Internet

Comparing prices was most widely used application for the Internet

Figure 74: Uses of Internet in Support of Luxury Goods Purchases

Role of the Internet in Influencing Last Purchase

Figure 75: Internet Rated Very Important in Influencing Last Purchase

Luxury travelers make the absolute most of the Internet

Figure 76: Use of the Internet by Luxury Travel Purchasers

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

Figure 77: Average Time Spent Online for Internet Shopping and Research

Purchases, 3Q2007 & 3Q2005

Figure 78: 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 79: 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 81: Features Very Important for a Luxury Website

Luxury Consumers' Favorite Internet Websites

Figure 82: Top Ten Luxury Consumers' Websites

Chapter 6 — About Happiness and Motivators for Luxury Purchases

Luxury Consumers Just Want to Have Fun

Figure 83: 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 84: 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 7 — Status & the Luxury Consumers

Attitudes about Status

Figure 85: Attitudes about Status

Personalities of Status

Figure 86: Personalities of Status

Figure 87: 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 88: Status Attitudes Most Closely Associated with Younger Consumers 138

Figure 89: 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 8 — Luxury Consumers and the Loyalty Factor

Luxury Consumers’ Membership in Loyalty Programs

Figure 90: Membership in Loyalty Programs, by age and by income

Membership and It’s Impact on Brand Choices

Figure 91: How Strongly Loyalty Programs Influence Brand Choices

Membership and Its Impact on Luxury Spending

Figure 92: Average Amount Spent by Luxury Consumers 1Q2007 based upon

Membership

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

Figure 93: Average Amount Spent by Luxury Consumers 1Q2007 based upon age and membership

Case Studies of Effective Loyalty Programs

Characteristics of Effective Loyalty Programs

Chapter 9 — Luxury Consumers and the Countries that Produce the Best Luxuries

Where Luxury Goods Are Manufactured Influences Luxury Consumers' Purchase Decision

Figure 94: Importance of Place of Manufacture of Luxury Goods

Countries Most Respected for Producing Better Quality Luxury Goods

Figure 95: Countries that Produce Better Quality Luxury Goods, percentages and index