Affluent Shoppers Want To Feel Good When They Are Doing Bad
For Luxury Marketers: This is a report about your customers & your target customers
The Luxury Report 2009 is compiled from four luxury tracking surveys that Unity Marketing conducts every three months with 1,000-1,250 affluent shoppers who purchased one or more luxuries in the study period. Unity's luxury tracking study is the only longitudinal survey of its kind that tracks the luxury consumer market, what they buy, and how much they spend. A total of 4,609 luxury consumers were surveyed in 2008 with an average income of about $200,000, which is representative of the 22 million affluent households in the country.
Further, the report breaks down the affluent market into three distinct segments based on income, including profiles of the ultra-affluent consumers with incomes of $250,000 and up.
More detailed data is provided to give executives insights into trends in the markatplace
In addition to providing detail data about affluent consumers' purchases and spending in 21 categories of luxury goods and services, this year's report includes new metrics that measure spending by specific product and share of product category spending by retail distribution channel.
The report shows which of the product categories are growing the fastest year-over-year based upon increases in sales and which product categories are dropping at the fastest rates, an analysis so valuable Women's Wear Daily recently featured the list of biggest winners and losers in the personal luxury space.
This report doesn't stop with the data -- It pushes further to help marketers and retailers put the information to use
Unity Marketing's aim in publishing the Luxury Report 2009 is to 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: "What,” "So What," and "Now What." The report is written to reveal the key research findings, explain why they are important to luxury marketers, and then help marketers find ways to put the research to use in developing new concepts, new strategies, new tactics for success.
To that end, the report includes nearly 50 take action call outs that will help luxury marketers translate the research findings into marketing strategies and tactics.
Eight new trends are explored that help luxury marketers get out in front of shifts in the future luxury consumer market
Finally this year's Luxury Report 2009 includes a review of eight key trends in the luxury market, including the importance of green marketing to affluents, charitable giving including giving back through purchases, how the recession is affecting luxury consumers and how the country of origin of specific products influences luxury consumer to buy.
Call Pam Danziger at 717-336-1600 to discuss your specific research needs.
About Pam Danziger and Unity Marketing
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