True Luxury Global Consumer Segmentation 2016

Summary

The video script outlines various luxury consumer segments, each with distinct spending habits and preferences. The European Elite, aged 35-45, spends the most on exclusive experiences and customized luxury goods. Metro Millennials, aged 25-35, favor a mix-and-match approach to luxury, focusing on travel and experiences. The Experiencer segment, aged 40-50, values shared luxury moments over material possessions. Fashionistas, mostly women aged 35-40, are brand-conscious and seek emotional connections with luxury brands. The Little Prince segment, aged 18-25, is impulsive and influenced by trends and parental wealth. Status Seekers, aged 35-40, are driven by the desire for social approval and prefer well-known brands. Lastly, the Class Passionate segment, aged 30-40, seeks affordable luxury to fit in socially, particularly in the workplace.

Takeaways

• 💎 **Absolute Luxury**: Represents 2.3 million consumers who spend €73 billion annually, with an average budget of €31,000 on luxury items like leather goods, clothing, jewelry, and exclusive vacations.
• 🌍 **European Elite**: A segment of affluent consumers aged 35-45 in emerging markets, who prioritize exclusivity and uniqueness in their luxury purchases.
• 🏙️ **Mega City Air**: 2.9 million consumers, notably in Brazil and China, who are 25-35 years old, spend nearly €18,000 a year and are known for their global influence on trends.
• 👜 **Metro Millennials**: Young, self-confident luxury consumers who mix and match brands, focusing on leather goods, clothing, jewelry, hotels, and exclusive vacations.
• 🎉 **Experiencer**: A segment that values shared luxury moments over material possessions, with an annual budget of around €13,000, focusing on experiences like holidays, food, and wine.
• 👗 **Fashionista**: 2.9 million consumers, mostly women aged 35-40, who are well-informed about luxury brands and trends, spending an average of €8,000 annually on personal luxury items.
• 🌱 **Sustainability**: For the Fashionista segment, sustainability, innovation, and 'made in' are key factors influencing their purchasing decisions.
• 📈 **Rising Luxury**: A rapidly growing segment that has tripled in size in three years, with consumers aged 35-40 spending an average of €11,000 annually.
• 👑 **Little Prince**: Young luxury consumers aged 18-25, influenced by their parents' prosperity, who spend €10,000 each, seeking new and colorful luxury items.
• 🌟 **Status Seeker**: 2 million consumers aged 35-40 who live for the spotlight, spending €7,000 each year on luxury goods to gain social approval and follow trends.
• 💼 **Class Passional**: 3.1 million consumers aged 30-40, who prioritize affordable luxury to fit in with their community, especially in a work context, spending an average of €3,000 annually.

Q & A

What is the average annual spending of the 'Absolute Luxures' segment on luxury items?

The 'Absolute Luxures' segment spends €73 billion a year on luxury items with an average budget of €31,000.

What age group does the 'European Elite and the Happy Few' segment primarily consist of?

The 'European Elite and the Happy Few' segment is aged between 35 and 45.

What types of luxury items do the 'European Elite and the Happy Few' mainly purchase?

They mainly buy personal and experiential luxury such as leather goods, clothing, jewelry, watches, and exclusive vacations with an emphasis on uniqueness and customization.

Which cities are the 'Mega City Air' consumers typically found in?

The 'Mega City Air' consumers are typically found in New York City, London, Paris, Milan, Rio, and Shanghai.

How much do 'Metro Millennials' spend annually on luxury items?

Metro Millennials spend nearly €18,000 a year.

What is the age range of the 'Experiencer' segment?

The 'Experiencer' segment consists of consumers between 40 and 50 years old.

What is the annual budget of the 'Fashionista' segment?

The 'Fashionista' segment has an average annual budget of approximately €8,000.

What are the key characteristics of the 'Little Prince' segment?

The 'Little Prince' segment consists of young luxury consumers aged between 18 and 25, who are impulsive, connected, and hungry for the new and colorful.

What is the average annual spending of the 'Status Seeker' segment?

The 'Status Seeker' segment spends €7,000 each per year.

What is the primary concern of the 'Class Passional' segment when purchasing luxury items?

For the 'Class Passional' segment, affordable luxury is the best way to be accepted by their community, especially at work.

How much does the 'Class Passional' segment spend annually on luxury items?

The 'Class Passional' segment spends an average of €3,000 a year.