June 2015 LUXURY GOODS RESEARCH PRESENTATION
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1 June 2015 LUXURY GOODS RESEARCH PRESENTATION
2 2 293 RESPONDENTS 389 RESPONDENTS 180 RESPONDENTS 199 OTHERS RESPONDENTS ABOUT THE RESPONDENTS TOTAL RESPONDENTS: 1,061 MALE: 86% FEMALE: 14% 80,000 /$100,000+ HH INCOME: 76% 200,000/$250,000+ HH INCOME: 33% CLICK TO ADD SIGNPOST Click to add source
3 AGENDA 3 Trends A Diverse Customer Base Brand Rankings
4 DIGITAL NOW IMPACTS NEARLY HALF OF ALL LUXURY PURCHASES 4 Less than 10% of luxury purchases are done online but this is growing at 25-30% a year The digital impact will likely increase as mobile penetration increases and Millennials become the majority of luxury customers. McKinsey and the Altagamma Foundation Digital Luxury Experience Report 2013 / Google Insights - How Affluent Shoppers Buy Luxury Goods
5 HOW DOES DIGITAL IMPACT RELATIONSHIPS WITH LUXURY BRANDS? 5 Luxury brands have followed customers into the digital world giving customers access to more information than ever before and giving brands access to new customers.
6 THE RISING MIDDLE CLASS PRESENTS NEW LUXURY CONSUMERS 6 % Luxury Market from Asia Pacific, Latin America, and the Middle East and Africa 25% The 15 fastest growing emerging markets will provide 90% of the growth in consumption of luxury goods in the next 10 years (led by China) 19% 9% Source: Euromonitor, Deloitte Global Powers of Luxury Goods 2014, Economist Special Report Luxury Goods 2014
7 7 Mature Consumers (Elites in developed countries) The traditional luxury customers. The Americas had the strongest YoY growth at 6% in 2014 Bain Luxury Goods Report 2014 Defined as based in North America or Europe and age 35+ The Rising Middle Class The number of big-city households in emerging markets with incomes of more than $70k per year to triple by McKinsey Defined as those based in Asia (India, Hong Kong, Singapore and Thailand) Millennials By 2026,they will be the main consumers of luxury - Unity Marketing Defined as under age 35
8 Mature Consumers (Elites in developed countries) The traditional luxury customers. The Americas had the strongest YoY growth at 6% in 2014 Bain Luxury Goods Report 2014 Defined as based in North America or Europe and age 35+
9 EXPERIENCING OVER OWNING 9 Imagine you were given some money to treat yourself to one thing, which of the following would most appeal to you? 69% 19% 11% A trip to an exotic location or an activity you've wanted to try A new technology product such as a smartphone, tablet or TV A fashion item: apparel, jewellery, watch or other accessory The Economist Group Luxury Goods Survey 2014 MATURE CONSUMERS
10 THEY PREFER BRAND-RELATED EXPERIENCES OVER PRODUCT-RELATED ONES 10 Which of the following experiences are of most interest to you from luxury brands? Stories about the brand in video or print/online editorial Videos showing how the product is made 37% 36% Exclusive in-store events or pop-up events Early access to products 29% 28% Interactive online features such as the ability to design custom/bespoke products 19% An opportunity to meet the brand's designer Fashion shows featuring the brand's products Other (please specify) 11% 10% 14% Implication: Deliver experiences that integrate the brand s story while giving customers an experience that forms part of their identity The Economist Group Luxury Goods Survey 2014 MATURE CONSUMERS
11 Source:
12 The Rising Middle Class The number of big-city households in emerging markets with incomes of more than $70k per year to triple by McKinsey Defined as those based in Asia (India, Hong Kong, Singapore and Thailand)
13 IN CHINA, CONSUMERS USE LUXURY TO SHOW THEY VE MADE IT 13 Majority of luxury products bought by the Chinese are purchased outside of the country 82% of Chinese travellers said shopping was a crucial part of their travel plans The Economist Explains: China's addiction to luxury goods RISING MIDDLE CLASS
14 RESPONDENTS IN ASIA ARE MORE DRIVEN BY CONSPICUOUS CONSUMPTION 14 To what extent do you agree with these statements about why you buy luxury goods? Luxury goods help show off my personal taste and style 32% 30% 52% Asia I want to associate myself with certain brands 22% 31% 47% Europe North America Owning products from luxury brands helps me stand out from the crowd 21% 25% 37% 0% 10% 20% 30% 40% 50% 60% The Economist Group Luxury Goods Survey 2014 RISING MIDDLE CLASS
15 EXCLUSIVITY IS HUGELY IMPORTANT 15 How important is it for luxury companies to offer you experiences that are only available to a select number of customers? 66% Asia Very/somewhat important 41% Europe North America 37% 0% 10% 20% 30% 40% 50% 60% 70% The Economist Group Luxury Goods Survey 2014 RISING MIDDLE CLASS
16 THE CHINESE ARE BECOMING MORE OPEN TO TRYING NEW BRANDS 16 70% of Chinese consumers are likely to try different brands and styles Nearly 45% of respondents plan to buy more emerging luxury brands in the next three years - Bain & Company s 2014 China Luxury Market Study *Source: Bain & Company s 2014 China Luxury Market Study RISING MIDDLE CLASS
17 IN ASIA, THEY ARE MORE OPEN TO TRYING NEW BRANDS 17 88% Asia Europe North America 79% 79% I am open to purchasing a product from a brand I have not previously owned The Economist Group Luxury Goods Survey 2014 RISING MIDDLE CLASS
18 THEY CARE ABOUT THE BRAND S STORY BUT EXCLUSIVITY IS EQUALLY IMPORTANT 18 Which of the following experiences are of most interest to you from luxury brands? Stories about the brand in video or print/online editorial 48% Videos showing how the product is made Exclusive in-store events or pop-up events Early access to products 36% 39% 39% Interactive online features such as the ability to design custom/bespoke products An opportunity to meet the brand's designer Fashion shows featuring the brand's products 18% 21% 19% Other (please specify) 3% Implication: As luxury is a success symbol for this audience, established luxury brands can use their heritage as a point of differentiation that emerging luxury labels can t match. This differentiation provides exclusivity that this audience can appreciate and view as a status symbol. The Economist Group Luxury Goods Survey 2014 RISING MIDDLE CLASS
19 Source:
20 Millennials By 2026,they will be the main consumers of luxury - Unity Marketing Defined as under age 35
21 MILLENNIALS DRIVEN BY THE VALUES OF LUXURY BRANDS 21 79% 67% I enjoy reading about the history behind the brand Millennials Older generation The Economist Group Luxury Goods Survey 2014 MILLENNIALS
22 LUXURY REPRESENTS WHO MILLENNIALS WANT TO BE 22 To what extent do you agree with these statements about why you buy luxury goods? Luxury goods are special and wearing them makes me feel good 51% 62% Millennials I feel successful when I buy luxury goods 34% 56% Older generation I want to associate myself with certain brands 29% 48% Implication: A luxury brand s story can be used as a way to spark aspiration for this audience. By showing what the brand stands for and its passions, Millennials can relate to these values and adopt it to their own lifestyle. The Economist Group Luxury Goods Survey 2014 MILLENNIALS
23
24 BRAND NARRATIVE IS MORE IMPORTANT THAN EVER 24 Insights What it means Mature customers Mature customers are valuing luxury experiences over products but the brand s story behind the experience is still important. Deliver experiences that integrate the brand s story while giving customers an experience that forms part of their identity. Rising middle class Luxury means that they ve made it but as they become more knowledgeable about the market, they are open to trying emerging label brands. Established luxury brands can use their heritage as a point of differentiation that emerging luxury labels can t match which provides the exclusivity and status this audience seeks. Millennials A luxury brand s values are important to this audience because these values are symbolic of who this audience aspires to be. Telling the story of what the brand stands for can relate to the lifestyle that Millennials aspire to live in the future.
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