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Unity Marketing's Annual State of the Luxury Market Report Is Published

Latest report gives marketers the data they need to track trends in the luxury consumer market and plan new strategies to succeed despite the recession

Stevens, PA May 12, 2009 -- Unity Marketing has just published its annual report on the state of the luxury market. The Luxury Report 2009: the Ultimate Guide to the Luxury Consumer Market, provides detail data about the purchase behavior and spending patterns of the nation's most affluent consumers. In addition to its focus on historical shifts in the luxury consumer market, it gives marketers a forward-look into the future trajectory of consumer trends that are transforming the luxury market in 2009 and beyond.

"We designed the Luxury Report 2009 as both a powerful desk reference and a source for insight into the future of the luxury market. It provides the kind of detailed facts and figures about the luxury consumer market that makes data-driven executive's hearts flutter. But because it also focuses on the mindset and attitudes of the luxury consumer, it is an invaluable tool to help luxury brand executives plan for the future of their changing marketplace," says Pam Danziger, president of Unity Marketing and lead analyst for the new luxury market study.

Commenting on the major findings in this year's report, Danziger says, "The outlook is shaky for luxury products and services, as many affluent consumers are scaling back their purchases and being more selective in what they buy. Further, many are reducing the total amount they spend, either by shopping more carefully to take advantage of bargains or by trading down to less exclusive brands, or both. Luxury marketers need the kind of timely data that the Luxury Report 2009 contains to help them assess their current situation and find new opportunities for the future."

For Luxury Marketers: This is a report about your customers & your target customers

The Luxury Report 2009 is a compilation of four luxury tracking surveys that Unity Marketing conducts every three months with 1,000-1,250 affluent consumers who purchased one or more luxuries in the study period. Unity's luxury tracking study is the only longitudinal survey of its kind that tracks the luxury consumer market, what they buy, and how much they spend. A total of 4,609 luxury consumers were surveyed in 2008 with an average income of about $200,000, which is representative of the 22 million affluent households in the country. Further, the report breaks down the affluent market into three distinct segments based on income, including profiles of the ultra-affluent consumers with incomes of $250,000 and up. Click this link to learn more about the trends in spending of the key demographic segments included in the report.

In addition to providing detail data about affluent consumers' purchases and spending in 21 categories of luxury goods and services, this year's report includes new metrics that measure spending by specific product and share of product category spending by retail distribution channel.

The report shows which of the product categories are growing the fastest year-over-year based upon increase in sales and which product categories are dropping at the fastest rates, an analysis so valuable Women's Wear Daily recently featured the list of biggest winners and losers in the personal luxury space. Call me at 717-336-1600 and I will share of copy of that list with you personally.

Or click this link to download a similar list of the product category winners and losers in the home luxury market:

This report doesn't stop with the data -- It pushes further to help marketers and retailers put the information to use

Unity Marketing's aim in publishing the Luxury Report 2009 is to 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: "What,� "So What," and "Now What."

To that end, the report includes nearly 50 take action call outs that will help luxury marketers translate the research findings into marketing strategies and tactics.

Eight new trends are explored that help luxury marketers get out in front of shifts in the future luxury consumer market

Finally this year's Luxury Report 2009 includes a research-based review of eight key trends in the luxury market, including the importance of green marketing to affluents, how the recession is affecting luxury consumers and how the country of origin of specific products influences luxury consumer to buy.

Every luxury marketer needs the Luxury Report 2009 on their desk

"The Luxury Report 2009 tells the story of a rapidly changing luxury marketplace. In the report we measure declines in spending in many product categories, as well as dramatic cuts in the share of affluent consumers who made purchases in luxury in the past year," Danziger says. "In Unity Marketing's latest quarterly survey of over 1,000 luxury consumers (conducted in April 2009 among affluents with average income $205,000) nearly two-thirds report that their personal financial situation has declined in the current economic crisis. This has caused a dramatic cut back in terms of how much people spend on luxury, as well as a decline in the share of affluents who made luxury purchases. This shift in affluents� priorities is having a significant impact across all categories of luxury goods and services. It is the rare luxury brand which is weathering the current 'luxury drought' without feeling the pain. Unity Marketing's Luxury Report will be a vital tool for marketers to help them find new direction in the changing luxury market."

Click this link to learn more about the Luxury Report 2009 and to order your copy or call Pam Danziger at 717-336-1600 to discuss your specific research needs.

For media: Danziger available for interviews. Charts, tables and graphs detailing major findings in the report also available.

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