资源描述
5th Edition,2018 True-Luxury GlobalConsumer Insight,1,The BCG-Altagamma True-Luxury Global Consumerinsight panel in line with 2017,Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),10Largest worldwideluxury Markets,Third Ed. 2016Fourth Ed. 2017Fifth Ed. 2018,21K+Average spend36KAverage spend37KAverage spend,10,000+Consumers12,000+ +1,000 in China +1,000 in US12,000+ +1,000 in China +1,000 in US,Copyright 2017 by The Boston Consulting Group, Inc. All rights reserved.,Insights,2,Market,Consumer,True-Luxury Global,Consumer Insight,Copyright 2017 by The Boston Consulting Group, Inc. All rights reserved.,Insights,3,Market,Consumer,True-Luxury Global,Consumer Insight,5 lenses to take acloser look at the2017 - 2024Luxury Market,Categories: Personal growing at 3% driven byaccessories Experiential 2pp fasterGeneration: Millennials will grow from,29% to 50% of luxury marketNationality: Chinese, again the driving force,up from 32% to 40% of luxury marketTrue-Luxury Behavioral Segments: Megacitierand Rich Upstarter key within Millennials andChinese, Absolute Luxurer within maturemarkets and older consumersChannel: Store-solo stabilizing in anOmnichannel world?4,5,Entry AbsoluteTotal True-Luxury,11.318,13.923,CLUSTER,2017,# (M),Bn(),Bn(),# (M),2024,Top AspirationalOther Aspirational,21375,28445,913,1.260,+128,+192,2 k,5 k,5,50 k20 k10 k,Beyond moneyTop AbsoluteAbsolute,0.41.44.9,0.62.26.5,18 M True Luxury Consumers generating 30% of globalmarket, expected to further polarize in the next years,115267,223398,4154145,65580,93772,Total LuxuryConsumersNote: Including personal and experiential luxury, excluding cars and yachtsSource: BCG Luxury Market Model,29%,155395 31%,414,496+347,6,2 most relevantavenues ofgrowth for thePersonal Luxurymarket,139200,29,2024F,2017,10,32798512896,(5-20 yrs),Silent(70+ yrs)Baby Boomers(51-70 yrs)Gen. X(36-50 yrs)Millennials(21-35 yrs)Gen. Z,130%,Of the growth will bedriven by Millennials,29%,50%,2017,2024F,43346580162,OtherOther APACJapaneseEuropeansAmericansChinese,3272336335972105,70%,Of the growth will bedriven by Chinese,32%,40%,40% of the marketmade by Chinese by 202440925,50% of the marketmade by Millennials by 2024409Age Today,Note: Relative to Personal LuxurySource: BCG Luxury market model,7,We have been exploring behavior of Luxury consumers forthe last 5 years, focusing on the True-Luxury Consumers,Absolute,Top Absolute,Entry Absolute,Aspirational,5 k,20 k,10 k,50 k,True-Luxury Global Consumerssegmentation by spending levelBeyond money,Mega-citier,Social,Wearer,Absolute,Luxurer,#LITTLE,PRINCE,Expe-,riencer,Fashionista,TimelessProper,Class-pirational,LuxeImmune,StatusSeeker,RichUpstarter,Omni-gifter,Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),True-Luxury Global ConsumersBehavioral segmentation,8,Omni Gifter,Megacitier,Rich UpstarterStatus Seeker,#LITTLEPRINCE,Luxe Immune,Timeless Proper,ClasspirationalSocial Wearer Fashionista,Absolute LuxurerExperiencer,Millennials,Along 2 main avenues of growth, Megacitier Absolute Luxurer key in mature markets & olderNationalities,Age,Gen. X,Baby Boomers & Silver,Gen. Z,Brands will win if they will understand in depth stronger & growing behavioral segments:,why they buy, what they like, where they buy, where and how they get influenced,Market value,Eastern /Emerging,NationalitiesWestern /Mature,Insights,9,Market,Consumer,True-Luxury Global,Consumer Insight,10,10 trends relevant for the True-Luxury Consumers1. Luxury casualwear: keeps increasing vs formal with 73% appeal, +7pp YoY, also driven by forever young behaviors2. Luxury product values: traditional values as quality hold but new values as extravagance & fun key to success,3. Collaborations: cover demand for newness, give a cool edge, strengthen brand awareness & willingness to buy4. Mix and match: 55% Millennials partially shift from luxury brands to trade down or mix styles buying niche brands5. Brand loyalty: Millennials the generation with highest brand loyalty across categories - 36% are loyal vs. 30% overall6. Social media: social media keep booming - from 9th in 2013 to 1st lever in 2017 on True-Luxury consumers7. Influencers: within social media, influencer power booming because of perceived authenticity8. Omnichannel: achieved 50%. Online-solo keeps growing with older consumers. Store-solo shows signs of recovery9. Online ecosystem: evolving with regional differences (brand vs multi-brand vs generalist marketplaces shares)10. Mono-brand stores: stabilizing due to luxury brands efforts Special product offer, in-store experience improvement,Product& BrandingWhat they wantCommunication& MediaHow to reach themSalesChannelsWhere they buy,Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),11,For Millennials particularly relevant What they want;for Chinese Where they buy and how to reach them,1.2.3.4.5.,Luxury casualwearLuxury product valuesCollaborationsMix and MatchBrand loyalty,6. Social Media7. Influencers,Communication& MediaHow to reach them,8. Omnichannel,9. Online ecosystem10. Mono-brand stores,SalesChannelsWhere they buy,Product& BrandingWhat they want,markettrends,1True LuxuryConsumersGlobal,Focus: Chinese,Focus: Millennials,3,2,1True LuxuryConsumersGlobalmarkettrends,Focus: MillennialsFocus: Chinese,23,Communication& MediaHow to reach themSalesChannelsWhere they buy12,Product& BrandingWhat they want,13,73% vs 66% last year movingtoward casual luxury,Forever Young,33%,67%Gen. Z,29%,71%Millennials,28%,72%Gen. X,22%,78%Baby Boomers,13%,87%Silver,No change towardsluxury casualwear,Shift towardsluxury casualwear,73%2017,27%,34%,66%2016,+7pp,Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),By Generation,1,Luxury Casualwear,Global market trendsLuxury casualwear confirmed as a major trend,especially for Forever Young generations,14,Baby Boomer,Gen. X,Gen. Z,Silver,Millennials,Shift towards Luxury casualwear,43%34%30%20%24%,Reasons why,Now suitable / accepted in moreoccasions, even at workI wear casual during my free timeFormalwear saturationMore comfortableRepresents my personal brandingand I feel cooler,46%38%28%21%23%,43%38%30%24%22%,43%34%39%33%,16%,27%13%,49%49%43%,67%,71%,72%,78%,87%,All,48%37%31%27%25%,73%,1,Luxury casualwear the new normal: driven by formalsaturation & comfort for older, by coolness for youngThinking about formalwear / casualwear which of the following statements best apply to you?By generation,Global market trends,Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),Luxury Casualwear,15,Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),1,Overall True-Luxury consumersexpected spending increase,+39%,+37%,+35%,+38%,Pants & Skirts,Shirts,Sneakers,T-Shirt,+34%,Jeans,Top 5 categories,Biased to Casual,Among top 5 future luxury spending categories True-Luxury Consumers do see 3 casual oriented onesIn which categories will your spending on luxury goods be affected the most and in which direction?Index: % People expecting to increase spending - % of people expecting to decrease spending in that category,Global market trends,Balanced Casual & Formal,Luxury Casualwear,Traditional luxury values still predominant, howevernew values key for success amongst Chinese & Millennials,77%23%,Exclusivity.New luxury valuesExtravagant & funIdentity statement,Cool & sexy.,2,Luxury product values,71%29%,78%22%,79%21%,73%27%,Millennials,Overall True-Luxury ConsumersTraditional luxury valuesSuperior qualityCraftsmanship,Extravagant & funAn identity statementExclusivity,CraftsmanshipHeritageBrand iconic patterns,TimelessCraftsmanshipAdorned aesthetics,Exclusivity,Cool & sexyInnovationCraftsmanship,Superior quality16,Highest positive difference vs. overallHighest negative difference vs overall,Global market trends,Adorned aesthetics Extravagant & funSource: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),17,Respondentspreference onmade-in1 (%),3%,7%5%,10%,11%,22%,43,0,-2,-4-1, 20142017(pp)12,14%2017,15%2014,20%2014,38%2017,19%2014,36%2017,50%2017,35%2014,+15 pp,18%2017,16%2014,+2 pp,14%2014,17%2017,+3 pp,9%2017,8%2014,+1 pp,8%2014,10%2017,+2 pp,12%2017,10%2014,+2 pp,1. Excluding cars, luxury boats, design and lightingSource: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),Clothing+17 pp,Drivers (20142017)Handbags & shoes+18 pp,Cosmetics & perfumes-2 pp,Made-in,Overall30%,Global market trendsMade-in Italy still leading, fueled by apparel,handbags and shoesWhich country of manufacturing do you consider the best for luxury products?,18,Focus on personal luxury1,Made in US,Made in France,Made-in Italy recognized worldwide, howeverMade-in France preferred in China, Brazil & FranceMade-in preference by consumer nationality,Made-in,Respondents (%)8040200Overall,Global market trends,Made in Italy1. Excluding cars, luxury boats, design and lighting,Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),Magazines,Brand websites,Social Media & Influencers,Note: Multiple options answer (ranking of three levers)1. Includes Social Media, Online blogs 3. Includes also Brands AppSource: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),2013,2016,2017,39%34%32%,50%,24%20%20%13%11%,39%,Magazines,38%33%26%23%19%17%16%12%,Social Media & InfluencersBrand websitesStore windowsTV & MoviesWord of MouthEventsCelebritiesSeen Worn,29%,10% 39%,Social Media & Influencers,37%31%27%22%20%14%14%13%,MagazinesBrand websitesStore windowsWord of MouthTV & MoviesEventsSeen WornCelebrities,2,Store windows3Word of MouthTV & MoviesEventsCelebritiesSeen Worn1,6,Social Media,Global market trends,InfluencersSocial media19,Social Media rank as 1st influence lever onTrue-Luxury Consumers, +29pp vs 2013 and +1pp vs 2016Which of the following online sources of information / channels impact how you developopinions or make decisions about luxury purchases?,20,Chinese world,Western world1,Tencent - Wechat,Weibo,Tencent - QQ,1,23,53%48%,55%40%,201765%,Vs. 2016,201770%,Vs. 2016,Instagram gaining space vs. Facebook and Youtube in theWest; Wechat, Weibo and QQ leading among ChineseHow would you rank the social media you use when interactingwith luxury brands, fashion bloggers?,1. Includes: US, UK, Italy, France, Germany and BrazilSource: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),Global market trends,6,Social Media,21,The power of influencersdoes not lie in theirfollower count, but in their,ability to influence throughperceived authenticity, aunique point of view andstorytellingWill Influencer-led contentcreation and powerrepresent a challenge forluxury brands?,Who is yourfavoriteInfluencer?,ChiaraFerragni,7,Influencers,Global market trends,West,China,Gogoboi,AimeeSongChiaraFerragniBeckysFantasyMr. Bags,DanielleBernsteinAimeeSongSincerelyJulesNeginMirsalehi,Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017(12K + respondents in 10 countries); BCG Analysis,Omnichannel,46%,51%,22,Omnichannel stabilizing, Online-soloup with senior, signs of store recovery,39%,ROPO,2016,42%,47%,2013,38%,Online soloShowrooming,Store solo,10%9%,7%8%,Total,100%,solo,12%,Store-solo,40%,Last purchase channel evolution,Omnichannel9%39%,48%,Signs of Store-solostabilization driven by US,True Luxury Consumers &younger generations,Omnichannel stabilizing forthe 1st year, however futuregrowth expected to come,from Millennials Omniattitude,Online-solo continues to,grow driven mainly by oldergenerations in mature,countries,1 2ROPO Showrooming Online-,a,b,c,a,b,c,Omnichannel,2017,Global market trends,1. Researched Online, Purchased Offline2. Researched Offline, Purchased OnlineNote: referred to last purchase,Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),8,23,last purchases online)Mono-brand online preferredin mature markets & byolder generations, Generalist,strong in China and Multi-brand amongst Millennials,Online ecosystem variesbroadly across luxurycategories,Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),Online ecosystemLuxury online ecosystemdominated by Mono-brandonline, Full price multi-brand & Generalistmarketplaces (90% of the,Global market trends3 channels dominate True-Luxuryonline ecosystem, counting for 90%,32%Full pricemulti-brand(e.g. NAP, Farfetch),23%Generalistmarketplaces(e.g. Amazon, T-mall,Alibaba, JD),33%Mono-brandwebsite(e.g. Brand),6%Off pricee-tailers(e.g Yoox)Note: referred to last purchase,4%Onlineflash sales(e.g. Vente-privee, VIP),2%Social Medialinked sales(e.g. WeChat, C2C),9,24,Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries),True-Luxury Global Consumers,By nationality,61%39%,2016,58%42%,2017,In addition to physicalCannibalization,
展开阅读全文