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市場調查報告書

奢侈品零售業趨勢分析 (2015∼2016年)

Retail Industry Luxury Trends Survey 2015-2016

出版商 Conlumino 商品編碼 346543
出版日期 內容資訊 英文 59 Pages
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奢侈品零售業趨勢分析 (2015∼2016年) Retail Industry Luxury Trends Survey 2015-2016
出版日期: 2015年12月13日 內容資訊: 英文 59 Pages
簡介

購買精品的消費者大半都在國內的零售店購買,但多數消費者都確信「出國旅行時以免稅、打折價格購買更加便宜」。同時電子商務店更擴大了產品選擇,這促進了線上高級品的銷售。再加上所有類別的高級品牌市場中心都漸漸轉移到新興國家市場。基於以上各種理由,高級品企業擴大到國際性觀光地或線上,以求擴大報酬率和強化競爭力。

本報告基於全球各國高級名牌品購買者的問卷調查結果,提供您消費者所希望購買的,以及在過去12個月以內實際購買的奢侈品類別和品牌、購買流通管道 (專賣店/百貨商店/其他、本國/海外) 相關分析、調查受訪者的屬性 (性別、年齡、年收入等) 跟趨勢,及主要購買動機、各國銷售、購買趨勢等相關調查。

第1章 簡介

  • 定義
  • 分析方法

第2章 奢侈品的零售趨勢與購買模式

  • 各種奢侈品的特定品牌購買情形 (整體情形)
    • 服裝類:大半受訪者希望購買Ralph Lauren/Polo和Victoria's Secret
    • 墨鏡:受訪者的89%,從Sunglass Hut購買
    • 鞋子:受訪者的65%,從Adidas購買
    • 珠寶、手錶、飾品:受訪者中90%從warovski,89%從Swatch購買
    • 包包、皮革產品:相當多受訪者從Tumi和Louis Vuitton購買
    • 個人保養用品:Estee Lauder,Clarins,L'Oreal Luxe的輩受喜愛
    • 文具、卡片購買:選擇Montblanc的受訪者最多
    • 購買各種奢侈品時選擇的品牌:ABC順序
  • 各種流通管道的精品購買、銷售情形 (過去12個月)
    • 本國內的專賣店:Harry Rosen、Pandora是想購買者過半數的選擇
    • 本國內的百貨商店:Estee Lauder、Qeelin、Volcom是最大的購買流通管道
    • 本國內其它形態商店:Patek Philippe的最大購買流通管道
    • 海外的專賣店:30%購買產品的購買者選擇Louis Vuitton
    • 海外的百貨商店:27%產品購買者選擇Piaget
    • 海外其它形態的商店:15%的購買者選擇Emilio Pucci、Balenciaga
    • 品牌企業的自家公司網站:14%調查受訪者的選擇
    • 其他公司的網站:Berluti產品購買者的最大購買流通管道
    • 免稅商店:Chanel、Clarins、Givenchy最受歡迎
    • 高級名牌品的購買流通管道、地方:各品牌 (ABC順序)
    • 無論男女,Adidas皆受歡迎:產品購買流通管道以本國的專賣店為主體
    • 25∼54歲的消費者偏愛Adidas,其次為Ralph Lauren/Polo:55歲以上Adidas也日益流行
    • 年收入8萬美元以下的家庭:前4名品牌廣泛大受歡迎,大半在本國商店購買
    • 年收入15萬美元以上的家庭:Hugo Boss受歡迎,且多在海外的百貨商店購買 (21%)
  • 各種奢侈品的特定品牌的購買情形 (男女、各年齡、各年收入的趨勢)
    • 男性高級名牌品:服裝類是Ralph Lauren,鞋子是Puma、Adidas受歡迎
    • 女性高級名牌品:個人保養用品是L'Oreal Luxe、Estee Lauder、Clarins受歡迎
    • 25∼54歲:墨鏡從Sunglass Hut購買的受訪者壓倒性居多 (89%)
    • 55歲以上:服裝類、個人保養用品受歡迎
    • 年收入4萬美元以下:Victoria's Secret和Ralph Lauren/Polo受歡迎,關注度也大
    • 年收入4∼8萬美元:珠寶最受歡迎,服裝類、個人保養用品也同樣高
    • 年收入8∼15萬美元:服裝類和行李箱、珠寶、個人保養用品,從各個品牌分散購買
    • 年收入15萬美元以上:受訪者的87%,從Tiffany and Co.購買珠寶、手錶、飾品
  • 高級品牌產品類別的支出額
    • 受訪者的52∼54%,墨鏡和鞋子支出101∼400美元
  • 左右了精品購買意願的要素
    • 折扣/銷售價格的購買機會:受訪者購買精品時的最大動機
  • 受歡迎的精品購買地點之地區
    • 在海外購買Louis Vuitton的受訪者中有61%在歐洲購買
  • 過去12個月購買奢侈品的地區中,受歡迎的國家
    • 美國:Ralph Lauren/Polo的購買者中,25%在國內的商店購買
    • 阿拉伯聯合大公國 (UAE):Armani/Emporio Armani/Armani Jeans/Armani AX的購買者中,22%在國內的商店購買
    • 中國:Michael Kors的購買者中,25%在國內的商店購買
    • 荷蘭:Tommy Hilfiger最受歡迎
  • 促進在海外購買奢侈品的要素
    • 海外購買Adidas的受訪者的19%,都回答「關稅/租稅比本國大幅低,價格便宜」
    • 在海外購買了Victoria's Secret的受訪者的17%,回答「本國買不到」

第3章 調查受訪者簡介和標本尺寸

  • 調查受訪者簡介

第4章 關於Conlumino

圖表一覽

目錄
Product Code: RT4590PR

Summary

Even though the highest share of respondents purchased luxury brand items from retail stores operating in their home countries, customers confirmed that offering products at discounted and duty-free prices will definitely motivate them to shop when they are traveling abroad. Similarly, expanding the e-commerce portfolio of products will drive customers to also purchase luxury items online. Moreover, growth in luxury items is gradually shifting towards emerging markets across all product categories. As a result, luxury brand companies are taking advantage of evolving technological and consumer demands to identify factors driving the purchase of luxury items from international locations, and also to help boost profits and remain competitive.

Key Findings

The majority of respondents were more likely to buy clothing from Ralph Lauren/Polo and Victoria's Secret brands

The highest percentage of respondents bought luggage and leather goods products from Tumi and Louis Vuitton

Estee Lauder, Qeelin, and Volcom products were mostly bought from department stores in the home country (where the executives reside)

Regardless of gender, Adidas is the most popular brand for respondents, and is mainly bought from brand stores in their home country

Availability at discounted/sale price is the key motivating factor for respondents to purchase items from the luxury brands

Synopsis

Conlumino's Retail Industry Luxury Trends Survey 2015-2016 report examines luxury retail spending habits over the past 12 months and highlights key factors influencing customers' purchasing preferences for luxury brands and the channels through which they purchase these brands. It also analyzes customer spending patterns towards luxury brand categories, the impetus behind purchasing these luxury brands, and the reasons for purchasing these brands abroad. Additionally, it provides information categorized by gender, age, and annual income.

What else does this report offer?

Preferred channels for purchase: highlights respondents' list of luxury brands purchased over the last 12 months through various channels

Favorite luxury product range: examines respondents' luxury product range purchased under selected brands

Expenditure: analyzes average expenditure on luxury brand product categories purchased by respondents last year

Key motivational factors: identifies key motivational factors influencing respondents to purchase luxury brands

Popular regions for purchase: provides information about popular regions selected by respondents for purchasing their favorite luxury brands

Preferred countries for purchase: determines respondents' preferred countries for purchasing luxury products over the last 12 months

Reasons for purchase from international locations: evaluates key factors driving the purchase of luxury items from international locations

Reasons To Buy

Highlights trends that will impact luxury retail future prospects and help retail operators to realign business strategy

Assist in the development or adjustment of business expansion plans by providing information about the popular brands, preferred sales channels, and favorite overseas locations selected by customers for purchasing luxury brands last year

Helps retail companies to overcome obstacles in sales by demonstrating key motivational factors influencing customers to purchase luxury brands

Highlights the growth prospects of luxury brands across various product categories, which will allow retail operators to boost revenues by focusing on select products

Table of Contents

1. Introduction

  • 1.1. Definitions
  • 1.2. Methodology

2. Luxury Retail Trends and Purchasing Pattern

  • 2.1. Luxury product range purchased under selected brands (overall)
    • 2.1.1. The majority of respondents were more likely to buy clothing from Ralph Lauren/Polo and Victoria's Secret brands
    • 2.1.2. Of those respondents that bought Sunglasses, 89% purchased them from the Sunglass Hut
    • 2.1.3. Of respondents, 65% bought footwear products from Adidas
    • 2.1.4. Of respondents, 90% bought jewelry, watches, and accessories from Swarovski while 89% of respondents bought from Swatch
    • 2.1.5. The highest percentage of respondents bought luggage and leather goods products from Tumi and Louis Vuitton
    • 2.1.6. Estee Lauder, Clarins, and L'Oreal Luxe are the most preferred brands for respondents who shopped for personal care products
    • 2.1.7. The highest percentage of respondents bought Montblanc products when they shopped for stationery and cards
    • 2.1.8. Analysis of responses on the basis of product category - listed in alphabetical order
  • 2.2. Luxury brands purchased over the last 12 months through various channels
    • 2.2.1. Just over half of respondents were more likely to buy Harry Rosen and Pandora products from a store in their home country than abroad
    • 2.2.2. Estee Lauder, Qeelin, and Volcom products were mostly bought from department stores in the home country (where the executives reside)
    • 2.2.3. Patek Philippe is the most preferred brand for respondents who shopped from other stores in the home country
    • 2.2.4. Of those respondents that bought Louis Vuitton products over the past year, 30% purchased them from a brand store abroad
    • 2.2.5. Of respondents, 27% bought Piaget products from a department store abroad over the past year
    • 2.2.6. Of those respondents that bought Emilio Pucci and Balenciaga products over the past year, 15% purchased them from other stores operating abroad
    • 2.2.7. Of respondents, 14% bought online from the brand's website
    • 2.2.8. The highest percentage of respondents bought Berluti products online from other sites over the past year
    • 2.2.9. Chanel, Clarins, and Givenchy are the most preferred brands for respondents who shopped from duty free stores
    • 2.2.10. Analysis of responses on the basis of purchasing channel - listed in alphabetical order
    • 2.2.11. Regardless of gender, Adidas is the most popular brand, and is mainly purchased from brand stores in the home country
    • 2.2.12. Adidas is the most popular brand for 25-54s, followed by Ralph Lauren/Polo. Adidas is also starting to show universal appeal for the 55 and overs
    • 2.2.13. The top four brands appeal to all incomes up to US$80,000; mainly those purchasing from home country stores
    • 2.2.14. Hugo Boss has a high percentage of respondents (21%) in the US$150K+ bracket who say they buy goods from department stores abroad
  • 2.3. Luxury product range purchased under selected brands (by gender, age, and annual income)
    • 2.3.1. Ralph Lauren was the most popular clothing brand males, and Puma and Adidas were the most popular footwear brands
    • 2.3.2. The highest percentage of female respondents purchased personal care products from L'Oreal Luxe, Estee Lauder, and Clarins
    • 2.3.3. Overall, 89% of respondents within the 25-54 age group shopped for sunglasses from the Sunglass Hut brand
    • 2.3.4. Clothing and personal care are the most popular luxury products for the 55 and overs
    • 2.3.5. Victoria's Secret and Ralph Lauren/Polo are the top two clothing brands that appeal to respondents with income less than US$40,000
    • 2.3.6. Jewelry is popular with those earning US$40,001-US$80,000, as well as clothing and personal care
    • 2.3.7. Those earning US$80,000-US$150,000 buy from a wide range of clothing brands as well as luggage, jewelry and personal care
    • 2.3.8. Over the past year, 87% of respondents with income more than US$150,000 purchased jewelry, watches, and accessories from Tiffany and Co.
  • 2.4. Expenditure on luxury brand product categories
    • 2.4.1. Overall, 54% and 52% of respondents spend between US$101and US$400 on sunglasses and footwear respectively
  • 2.5. Key motivational factors influencing purchase of luxury brands
    • 2.5.1. Availability at discounted/sale price is the key motivating factor for respondents to purchase items from luxury brands
  • 2.6. Popular regions for purchase of luxury brands
    • 2.6.1. Of those respondents that bought the Louis Vuitton brand abroad over the past year, 61% bought it in Europe
  • 2.7. Preferred countries for purchase of luxury products over the last 12 months
    • 2.7.1. Of those respondents that bought Ralph Lauren/Polo products over the past year, 25% bought them from the stores operating in the US
    • 2.7.2. Of respondents, 22% bought Armani/Emporio Armani/Armani Jeans/Armani AX products from stores operating in the UAE over the past year
    • 2.7.3. Of those respondents that bought Michael Kors products over the past year, 25% bought them from China
    • 2.7.4. Tommy Hilfiger is the most preferred brand for respondents who shopped from stores operating in the Netherlands over the past 12 months
  • 2.8. Factors driving purchase of luxury items from international locations
    • 2.8.1. Overall, 19% of respondents state that they purchase Adidas products abroad, as the brand is much cheaper than at home because of lower duty/taxes
    • 2.8.2. In total, 17% of respondents identify unavailability of the Victoria's Secret brand in their home country as the key reason they purchase abroad

3. Respondent Profile and Sample Size

  • 3.1. Profile of respondents

4. Conlumino

  • 4.1. About Conlumino

List of Figures

  • Figure 1: Top 10 luxury brands preferred while shopped for clothing over the last 12 months
  • Figure 2: Top 10 luxury brands preferred while shopped for sunglasses over the last 12 months
  • Figure 3: Top 10 luxury brands preferred while shopped for footwear over the last 12 months
  • Figure 4: Top 10 luxury brands preferred while shopped for jewelry, watches and accessories over the last 12 months
  • Figure 5: Top 10 luxury brands preferred while shopped for luggage and leather goods over the last 12 months
  • Figure 6: Top 10 luxury brands preferred while shopped for personal care over the last 12 months
  • Figure 7: Top 10 luxury brands preferred while shopped for stationery and cards over the last 12 months
  • Figure 8: Luxury product range purchased under selected brands - Overall - A
  • Figure 9: Luxury product range purchased under selected brands - Overall - B
  • Figure 10: Luxury product range purchased under selected brands - Overall - C
  • Figure 11: Luxury product range purchased under selected brands - Overall - D
  • Figure 12: Luxury product range purchased under selected brands - Overall - E
  • Figure 13: Luxury product range purchased under selected brands - Overall - F
  • Figure 14: Top 10 luxury brands purchased over the last 12 months through brand store- home country
  • Figure 15: Top 10 luxury brands purchased over the last 12 months through department store- home country
  • Figure 16: Top 10 luxury brands purchased over the last 12 months through other store- home country
  • Figure 17: Top 10 luxury brands purchased over the last 12 months through brand store- abroad
  • Figure 18: Top 10 luxury brands purchased over the last 12 months through department store- abroad
  • Figure 19: Top 10 luxury brands purchased over the last 12 months through other store- abroad
  • Figure 20: Top 10 luxury brands purchased over the last 12 months through online from brand site
  • Figure 21: Top 10 luxury brands purchased over the last 12 months through online other site
  • Figure 22: Top 10 luxury brands purchased over the last 12 months through duty Free
  • Figure 23: Luxury brands purchased over the last 12 months through various channels - Overall - A
  • Figure 24: Luxury brands purchased over the last 12 months through various channels - Overall - B
  • Figure 25: Luxury brands purchased over the last 12 months through various channels - Overall - C
  • Figure 26: Luxury brands purchased over the last 12 months through various channels - Overall - D
  • Figure 27: Luxury brands purchased over the last 12 months through various channels - Overall - E
  • Figure 28: Luxury brands purchased over the last 12 months through various channels - Overall - F
  • Figure 29: Top 5 luxury brands purchased over the last 12 months through various channels - Gender
  • Figure 30: Top 5 luxury brands purchased over the last 12 months through various channels - Age
  • Figure 31: Top 5 luxury brands purchased over the last 12 months through various channels - Annual Income - A
  • Figure 32: Top 5 luxury brands purchased over the last 12 months through various channels - Annual Income - B
  • Figure 33: Luxury product range purchased by top 20 brands - Gender - A
  • Figure 34: Luxury product range purchased by top 20 brands - Gender - B
  • Figure 35: Luxury product range purchased by top 20 brands - Age - A
  • Figure 36: Luxury product range purchased by top 20 brands - Age - B
  • Figure 37: Luxury product range purchased by top 20 brands - Annual Income - A
  • Figure 38: Luxury product range purchased by top 20 brands - Annual Income - B
  • Figure 39: Luxury product range purchased by top 20 brands - Annual Income - C
  • Figure 40: Luxury product range purchased by top 20 brands - Annual Income - D
  • Figure 41: Expenditure on luxury brand product categories - Overall
  • Figure 42: Key motivational factors influencing purchase of luxury brands - Overall
  • Figure 43: Popular regions for purchase of luxury brands - Overall
  • Figure 44: Preferred countries for purchase of luxury products over the last 12 months - Overall - A
  • Figure 45: Preferred countries for purchase of luxury products over the last 12 months - Overall - B
  • Figure 46: Preferred countries for purchase of luxury products over the last 12 months - Overall - C
  • Figure 47: Preferred countries for purchase of luxury products over the last 12 months - Overall - D
  • Figure 48: Factors driving purchase of luxury items from international locations - Overall - A
  • Figure 49: Factors driving purchase of luxury items from international locations - Overall - B
  • Figure 50: Respondent Profile - A
  • Figure 51: Respondent Profile - B
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