Luxury Report 2006 - Who Buys Luxury, What They Buy,

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Luxury Report 2007 - Who Buys Luxury, What They Buy,
Why They Buy

(This report is being updated for the 2006 sales year. Subscribers who purchase the Luxury Report 2006 after January 1, 2007 will receive an automatic update of the new report as soon as it is published.)

Unity Marketing's Luxury Report 2006 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 Luxury Report 2006 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 four-year longitudinal research study of the luxury market, which combines qualitative and quantitative methodologies. This report is compiled from detailed statistics collected in eight waves of Unity's quarterly Luxury Tracking surveys during 2004 and 2005. In 2005 over 4,000 luxury consumers were surveyed. The average income of respondents in 2005 was $139,075 and the gender distribution was 65 percent female and 35 percent male. The average age of respondents was 42.9 years, with 47 percent of respondents being Baby Boomers and 38 percent being GenXers.

More details about products and brands included in Luxury Report 2006

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 2005 Luxury Tracking surveys, notably:

Home Luxuries

Art and Antiques (Specific data is collected on already-framed reproductions; unframed reproductions; custom-framed art or reproductions; other custom framing; original art; sculpture, statues, 3D art; antique furniture and collectibles; wall decor)
Electronics and Photography Equipment (Computers; iPods and other MP3 devices; cameras; cellular phones; televisions; DVD/video players; audio equipment; home entertainment systems; PDA's)
Furniture, Lamps and Floor Coverings (Lamps and lighting; upholstered furniture; wooden furniture; rugs and floor coverings)
Garden and Outdoor (Patio furniture; grills; lighting accents; fencing; power gardening equipment; decorative pots; garden statues; chimeneas and outdoor stoves; garden shelters; water gardens; porch and patio decorative accents)
Home Decorating Fabrics, Wall and Window Coverings (Wall coverings, such as wall paper; ready-made curtains, drapes; window coverings, such as blinds, shades; home decorating fabrics for custom upholstery, curtains, drapes, etc.)
Kitchen Appliances, Bathroom Equipment and Building Products (Kitchen appliances, such as stoves, ovens, refrigerators; bathroom equipment, such as tubs, showers, toilets, fixtures; kitchen equipment, such as cabinets, countertops; air conditioning/filtration systems; water systems)
Kitchenware, Cookware, Housewares (Small appliances; cookware; bakeware; cutlery; storage and organization; barware)
Linens and Beddings (Sheets and pillowcases; comforters, spreads; pillows and pillow accents; bath linens; mattresses and box springs; duvets and shams; feather beds and mattress covers; table linens)
Tabletop, Dinnerware, Stemware, Flatware (Dinnerware, including fine china, ceramic or stoneware, serving ware and decorative accents; crystal and glassware decoratives, stem ware, serving pieces, barware; flatware, including sterling silver flatware, serving pieces, decorative accents and other flatware)

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
Automobiles (including brandsAcura, Audi, BMW, Cadillac, Jaguar, Infiniti, Land Rover, Lexis, Lincoln, Mercedes, Porsche, Saab, Volvo)

Experiential Luxuries

Dining
Entertainment
Home Services
Spa, Massage, Beauty and Cosmetic Services
Travel (Foreign and domestic luxury hotels, commercial air, resorts, cruises, group tours, adventure travel, private air travel)

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 Luxury Report 2006 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 2006, 250+ pages)

Published Price $2,995

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

Now the Luxury Report is available in special editions containing subsets of the data.

Luxury Report 2006: Home Edition - $2,250

Luxury Report 2006: Personal Luxury & Automobile Edition - $2,250

Luxury Report 2006: Experiential Edition - $1,995

Special Offer: Order Luxury Report 2007 and get the Generations of Luxury Report for $1,500 off the published price -- Get both reports for $5,000

Major Findings

Tables of Contents:

Complete Report

Home Edition

Personal & Automobile Edition

Experiential Edition

Methodology (PDF)

To Order:

Executive Presentation and Leave-Behind Report

Paper Copies:

Full Report

Home Edition