Luxury Marketers and Retailers: 

Will You Recognize Your Post-Recession Affluent Customer?

New Unity Marketing report details attitudes and motivations of the new luxury consumer

Stevens, PA  October 9, 2009 -- Have you been scanning the luxury horizon, looking for signs of those  "green shoots" that signal the regrowth of the market after the recession?  If so, be aware that you may not recognize the new species of luxury consumer that will make up your new, much-changed target market.

The current recession has greatly altered the luxury marketplace, likely for good, reports Pam Danziger, president of Unity Marketing and author of a new research study of the changing mindset and priorities of the luxury consumer.  Danziger says, "The 'new normal' luxury consumer is more cautious, with a changed personal definition of luxury that values meaning over status.  This is a brand-new luxury consumer, and marketing to him or her will require a completely different approach that speaks to her changed values, priorities, and desires."

The new Unity Marketing report, Luxury Consumers' Attitudes and Motivations Report:  A Study of the 'New Normal' Luxury Consumer Market After the Recession, is based upon insights gathered in focus groups held in Beverly Hills -- ground zero for the old conspicuous consumption lifestyle -- as well as surveys among 2,049 luxury consumers (average income $196,974). 

Among the key findings that signal a profound and lasting change in the attitudes of affluent consumers regarding their luxury lifestyles:

• For most affluents luxury is best enjoyed as an occasional pleasure, rather than part of one's everyday life experience, as 80 percent of those surveyed agreed, "I've been lucky to enjoy certain luxuries in my life, but luxury is not a part of my lifestyle."
• Luxury brands have to deliver exceptional quality to affluents;  they can no longer rely solely upon their brand name or reputation, as 84 percent of affluents agreed, "I don't mind paying more for high quality products, but I don't want to pay a lot just for the luxury brand name."
• A cultural shift is taking place among those with means away from luxury indulgence toward a more conscious, careful consumer mindset.  The end result will be people unlikely to pay such high prices again for luxury, as half of those surveyed agreed, "Even after the economy improves, people aren't going to go back to buying luxury like they used to."

Danziger says, "This new study was prepared to help luxury marketers delve into the new mindset, priorities and values of the affluent consumer.  The research found a dramatic shift in affluent consumer consciousness away from conspicuous consumption toward a more thoughtful, reserved careful way of shopping and buying.  The essential question for luxury brands, luxury marketers and luxury retailers is how to make the most of these changes in the mindset of our target customer." 

"This study contains more than 30 'take action' call outs that translate the research findings into recommendations for new luxury marketing strategies and tactics.  So the report is not just a research study, but a call to action,"  Danziger concludes.

Introducing the Luxury Consumers’ Attitudes and Motivations Report

Unity Marketing introduces its first in-depth attitudes and motivations study of the luxury consumer market.  In this new study, Luxury Consumers' Attitudes and Motivations Report: A Study of the 'New Normal' Luxury Consumer Market after the Recession, Pam Danziger, Unity Marketing's lead investigator, probes the mindset of today's luxury consumer to uncover the keys to marketing effectively in the current economy.  This report is filled with facts and figures, but it doesn't stop with the data -- It pushes further to help marketers and retailers put the information and insights to use.  The goal is to translate research-based findings into information that marketing executives can use to make critical strategic and branding decisions.

The underlying premise of this study of luxury consumer attitudes is simple:  Changes in consumer behavior -- what they buy and how much they spend -- follows changes in their attitudes -- why they buy.   This report focuses on affluent consumers' underlying attitudes and motivations in their luxury purchases and luxury lifestyles.  It examines how affluents are responding to the current recession, as well as their overall feelings, attitudes and motivations that drive them to pursue a luxury lifestyle in general.  The goal is to understand how the affluent consumers' mindset and psychology is making over the luxury market and creating a 'new normal' for luxury marketers in the future.