The Ultimate Guide to the Luxury Consumer Market for Experiences
Unity Marketing’s Experiential Luxury Report 2014 is the ultimate guide to the U.S. market for luxury experiences. This report focuses on the buying and spending habits of the nation’s affluent households — the top quintile or 20 percent of U.S. consumer households — of high-end or luxury products and services.
The Experiential Luxury Report examines consumers’ buying behavior and spending habits related to luxury experiences, specifically:
- Experiential Luxuries, such as travel, fine dining, physician services and spa and beauty services.
The report contains details on four luxury experiences and services bought by affluent consumers,including annual spending and details of the types of services bought. Particular depth in travel purchases is contained in the report.
The Experiential Luxury Report 2014 is written by Pam Danziger, one of the nation’s leading expert on the luxury market and is based upon the kind of in-depth consumer research for which Pam Danziger and Unity Marketing are known.
Guides luxury marketers to shifts and changes in their target customers’ attitudes and consumer behavior
This report provides vital data about what luxuries affluents are buying, how much they are spending, where they are making their purchases and what brands they favor. This report provides invaluable information about the mindset, attitudes and spending habits of the affluent consumers that luxury marketers target. This is not just report about people with high incomes, but affluents who buy luxury goods and services.
Luxury Service Marketers: This is a report about your customers & your target customers
More details about products and brands included in Experiential Luxury Report
The Experiential Luxury Report 2013 is a compilation of the quarterly luxury tracking surveys that Unity Marketing conducts every three months with 1,250+ affluent consumers who purchased one or more luxuries in the study period. Unity’s luxury tracking study is the only longitudinal study of its kind that tracks the luxury consumer market, what they buy, how much they spend. In total the report shares findings of 5,001 luxury consumers surveyed in 2013 (average income $260,000).
Details about what these luxury consumers bought, how much they spent, where they made their purchases, and in certain categories the luxury brands they patronized are reported in four major categories of luxury. Significantly more product categories and more brands were included in the current surveys, notably:
- Physician Services, such as Botox, filler, LASIX
- Spa, Massage, Beauty and Salon Services
- Travel (Foreign and domestic luxury hotels, commercial air, resorts, cruises, group tours, adventure travel, private air travel)
Provides marketers with facts and data that support strategic decisions
Now you can make critical business decisions based upon facts — not beliefs, assumptions or fantasies
This report provides the facts and figures you need to develop winning marketing and business strategies. By working with the facts, not fantasies, you have a much better chance of success marketing to the luxury consumers. This report gives you a horizontal view of the luxury market, recognizing that luxury marketers compete not just with companies within their vertical product niche, but across all luxury categories as well.
Within each category of luxury, the key drivers for purchase are studied, such as role of luxury brand in purchase decision; the influence of sales price on purchase; where the shopper bought their last luxury; why they bought luxuries; whether their luxury purchases were made a gifts; and other motivational factors.
New data points enhance marketers understanding of their consumers
This report doesn’t stop with the data — It pushes further to help marketers and retailers put the information to use
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: “The What”, “So What” and “Now What.” This report is filled with advice and guidance for luxury marketers to take action on the research findings revealed.
Special feature: Find out which of the five different types of luxury consumers are your best customers
A special feature in Unity Marketing’s Experiential Luxury Report 2014 is a psychographic profile of five key types of luxury
consumers. These include:
- X-Fluents (Extremely Affluent) who spend the most on luxury and are most highly invested in luxury living;
- Butterflies, the most highly evolved luxury consumers who have emerged from their luxury cocoons with a passion to reconnect with the outside world.
- Luxury Cocooners who are focused on hearth and home. They spend most of their luxury budgets on home-related purchases;
- Aspirers, those luxury consumers who have not yet achieved the level of luxury to which they aspire. They are highly attuned to brands and believe luxury is best expressed in what they buy and what they own.
- Temperate Pragmatist a newly emerged luxury consumer who is not all that involved in the luxury lifestyle. As their name implies, they are careful spenders and not given to luxury indulgence.
(April 2014, ~150 pages)
Subscription Price: $1,995 (Subscription fee for Luxury Report 2014 can be credited towards the annual Luxury Tracking Study for first-time subscribers)