The Internet is both a market place and an information exchange, including for luxury brand customers. Mobile devices continue to create new ways for them to gather information about their favorite brands and for shopping online. The good news for traditional retailers, however, is that the importance of bricks-and-mortar stores will remain largely unaffected by the increasing popularity of online shopping. This is because they provide real world, unique brand and shopping experiences.
Luxury customers value the Internet primarily as a source of information, which benefits luxury brand websites and glossy magazines. Bloggers, on the other hand, cannot be relied upon as opinion formers, as they do not outperform periodicals and glossy magazines. This is one of the conclusions of the Digital Luxury Study 2015, which was conducted by WHITE Communications, supported by Burda Style, SevenOne Media GmbH and the Association of German Cosmetics Distributors and Marketing Companies (VKE).
For the third time in succession, the GfK market research institute analyzed the online information gathering and buying behavior of luxury goods consumers, using robust research methods.
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Click here to find out more about our digital luxury study in our latest blog entry here.
The luxury goods market has become increasingly complex and competitive. To stay ahead of the pack, WHITE offers you the Digital Luxury Study, an annual report into information gathering behavior and buying patterns in the German luxury goods market. Discover the latest consumer and market trends, as well as sources of future growth for the luxury goods industry, thanks to the insights of independent research company GfK.
More than 13,000 market research experts combined their passion for their field with GfK’s long-standing expertise in data science. This allowed GfK to produce both vital global insights and local market intelligence for more than 100 countries. The study was supported by Burda Intermedia Publishing, RED BULL Media House and the Association of German Cosmetics Distributors and Marketing Companies (VKE).
If you are working in the German luxury goods industry, the Digital Luxury Study 2014 will save you time and money, and will empower you to make informed and profitable decisions.
WHITE Communications presents the second Digital Luxury Study – an exclusive research project into online consumer trends and behaviors in the luxury goods segment of the German consumer market. The study was run in partnership with Burda Intermedia Publishing, Brand Media and the Association of German Cosmetics Distributors and Marketing Companies (VKE). It was conceived and conducted by independent research company GfK nurago.
The results showed the greatly increased importance of online media for luxury brands: more than 75% of respondents said that they had already bought, or were planning to buy, luxury goods on the Internet.
Digital and print media play an important role as a source of information and inspiration for customers, and so are important drivers in their buying decisions. Heavy shoppers in particular –people who solely or frequently buy luxury products – show a higher-than-average inclination to research and purchase luxury goods online.
The survey features more than 50 brands. Contact us to find out if your brand is one of them. We would be delighted to discuss the best online strategy for you.
WHITE Communications, in partnership with Burda Intermedia Publishing, conducted an exclusive study into online consumer trends and behaviors in the luxury goods segment of the German consumer market.
All top executives should be au fait with the exciting insights of this study. Consumers increasingly use the Internet as a way of gathering information on, and ideas for, luxury goods purchases. Digital media are now on par with print media as a source of information, and are driving buying decisions.
More than 50 brands are featured in the survey. Contact us to find out if your brand is one of them. We would be delighted to discuss the best online strategy for you.