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The Ultimate Guide to the Luxury Consumer Market for Personal Luxury Marketers... 

Unity Marketing's Personal Luxury Report 2007 is the definitive study of the luxury consumers' buying and spending preferences, written by Pam Danziger, the nation's leading expert on the 'new luxury' market.

This report provides vital market size, growth and demographics for anyone and everyone that sells luxury, from marketers, advertisers, retailers, service providers. The Personal Luxury Report 2007 is an essential tool to understand the dynamics of the luxury market, today and into the future.

This important new study of the luxury market provides the results of a two-year longitudinal research study of the luxury market conducted quarterly.  This report is compiles detailed statistics collected in eight waves of Unity's quarterly Luxury Tracking surveys during 2005 and 2006. In both years over 4,000 luxury consumers were surveyed. The average income of respondents in 2006 was $149,800 and the gender distribution was 62 percent female and 38 percent male. The average age of respondents was 43.1 years, with 50 percent of respondents being Baby Boomers and 36 percent being GenXers.

More details about products and brands included in Personal Luxury Report 2007

Details about what personal luxuries these 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 2006 Luxury Tracking surveys, notably:

Personal Luxuries

• Clothing and Apparel (Women's casual, dress/business, formal/evening, outerwear; men's casual, dress/business, formal/evening, outerwear; teen's clothing; children's clothing; baby clothing)
  
• Cosmetics, Fragrance and Beauty Products (Fragrances, perfumes; bath and body lotions; face care; hair care; cosmetics and makeup; sun and tanning products)
  
• Fashion Accessories (Women's handbags, shoes, brief cases, and fashion accessories, such as scarves, belts; men's wallets, brief cases and men's fashion accessories, including shoes, belts, etc.; luggage for men and women)
  
• Jewelry (Women's and men's jewelry by type, including necklaces, earrings, bracelets, rings, bridal/wedding, pins and brooches; women's and men's jewelry by material, including 14k and above gold, sterling silver, platinum, gold plate or vermeil, costume jewelry; and women's and men's jewelry by stone, including diamonds, other precious gemstones, semi-precious gemstones, pearl, faux or man-made, no gemstone content)
  
• Watches (Women's and men's watches by style, including formal/dress or casual/sports)
  
• Wine, Liquor and Spirits (Wine, champagne, vodka, whiskey, rum, scotch, cognac, bourbon, sherry/port)
  
• Pens, Writing Instruments and Desk Accessories
  
• Pet Products

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.

Special feature: Find out which of the four different types of luxury consumers are your best customers

A special feature in Unity Marketing's Personal Luxury Report 2007 is a psychographic profile of the four 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. Powered by a search for meaning and new experiences, the butterflies have the least materialistic orientation among the segments, yet they spend nearly as much as the X-Fluents on luxury;
  
  
• 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.

(May 2007, 225+ pages)

Published Price: $2,500

(Subscription fee for Luxury Report 2006 can be credited towards the annual Luxury Tracking Study for first-time subscribers)

Major Findings

Tables of Contents

Methodology (PDF)

Personal Luxury Report 2007