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New Report Zeros in on What Luxury Fashion, Beauty, Jewelry & Watch, and Wine & Spirits Brands Need to Know about Their Affluent Target Market

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 20, 2009 -- Marketers and retailers that sell personal luxuries, which includes fashion and beauty products, jewelry and watches, as well as wine and spirits, face unprecedented challenges in the current market. The average amount spent by affluents on their personal luxury purchases in 2008 dropped nearly 5 percent from 2007 to 2008, while the share of affluent consumers who made any personal luxury purchases declined by 3 percentage points, according to a new report published by Unity Marketing, The Personal Luxury Report 2009: The Ultimate Guide to the Luxury Consumer Market for Fashion, Beauty, Jewelry and Watch and Wine and Spirits Brands.

"Combine less spending with fewer affluent customers overall and you have a recipe that means trouble for many luxury brands and retailers," explains Pam Danziger, president of Unity Marketing and lead analyst for the new luxury market study. "But the news isn't all doom and gloom in the personal luxury market either. Product categories, such as luxury face care, men's formal attire, women's precious colored gemstone jewelry, cosmetics and women's handbags, all posted double-digit growth in terms of affluent consumer spending."

This report provides marketers with facts and figures that support strategic decisions

Unity Marketing's The Personal Luxury Report 2009 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 Personal 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,

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

The Personal 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.

New data points provide more granularity for marketers to delve into trends in their target market

Enhancing this year's Personal Luxury Report 2009 are new data points that enhance luxury marketers' understanding of where affluent's money is being spent and how it is changing from year to year. It contains data about the average amount spent within a particular product category, such as Luxury Fashion Accessories, and within the category detail about the average amount spent on women's shoes or women's handbags, for example. It enables marketers to identify what products are up and down within their product category.

This report also provides an estimate within product category of how the consumers' share of wallet is divided based upon type of store. So you can tell when affluent shoppers are shifting their spending out of one retailing segment and into another. For example, this year affluents spent less of their fashion accessories budgets in department stores and more in specialty fashion boutiques.

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 Personal 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." The report is written to reveal the key research findings, explain why they are important to luxury marketers, and then help marketers find ways to put the research to use in developing new concepts, new strategies, new tactics for success.

To that end, the report includes 25 take action call outs that will help luxury marketers translate the research findings into marketing strategies and tactics.

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

Finally this year's Personal Luxury Report 2009 includes a review of seven 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.

Click this link to learn more about the Personal Luxury Report 2009 and to order your copy http://www.unitymarketingonline.com/cms_luxury/luxury/Luxury_Report_2009.php 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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