Dear readers, since 2012 the Digital Luxury Study has been investigating the search, information and buying behaviour in the luxury segment every year. WHITE Consult uses the study as a basis for its consultation service and the media and PR department of WHITE Communications uses it for planning and implementing campaigns. The fifth edition of the study was conducted by the Sinus Institut
and supported by our partners:
The facts regarding the Digital Luxury Study published here are only an extract of the comprehensive study results. We are happy to provide you additional data.The facts regarding the Digital Luxury Study published here are only an extract of the comprehensive study results. We are happy to provide you additional data.
LUXURY 2016 – (N)ONE FOR ALL
Luxury customers – the unknown creatures? Which interests and motives lead them? Which social environment and economic conditions shape them, their consumer behaviours and their attitudes towards luxury brands and products? The Sinus Meta Milieus as “groups of like-minded people” show the characteristics of luxury customers and their relations to brands. They do this in a very differentiated way since a same social background and a similar income do not mean the same attitudes, positions and consumer preferences. It depends on the respective living environment and milieu segment. While some perceive luxury as an important status symbol, others rather prefer a sophisticated understatement. Therefore, it is worth having a closer look at the milieus. It has become evident that luxury customers equate their favourite brand products with quality, attention to detail and value and that a luxury product is not necessarily defined by the price.
ASSIGNMENT OF THE LUXURY CONSUMERS
IN THE SINUS META MILIEUS
The premium and luxury customers surveyed were further divided into the individual Sinus Meta Milieus in order to provide a realistic picture of the sociocultural diversity in societies.
- Digital Avantgarde
- Sensation Oriented
LONG LIVE THE SHOPPING EXPERIENCE –
IN THE SHOP AND ONLINE
Luxury buyers are loyal – this is also true for their shopping habits. On the one hand it becomes increasingly natural to be online. They like obtaining their information from the internet and make sure that their favourite brands and their images match their own expectations regarding life and lifestyle. In the premium segment, on the other hand, the specialist shop remains the preferred shopping location for regular luxury buyers. This is true for both planned and spontaneous purchases. With the specialist shops, boutiques and brand stores they associate an exclusive shopping experience, luxury products which they can “touch”, personal consultation and the feeling of being a valued customer. At the same time, however, they appreciate the increasing fusion of online and offline worlds. To them the digital and real shopping experiences are not a choice of “either/or”, but increasingly turn into “both/and”. Women and men cultivate the “small difference” here, too: the ones as spontaneous buyers, the others as replacement buyers. And there are reasons for it.