True Luxury Global Consumer Segmentation 2016

FondazioneAltagamma
19 Feb 201606:29

Summary

TLDRThe 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.

Outlines

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Mindmap

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Keywords

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Highlights

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Transcripts

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Related Tags
Luxury TrendsGlobal ConsumersExclusivityPersonal LuxuryExperience LuxuryEuropean EliteEmerging MarketsMetro MillennialsFashionistaSustainability