Luxury Consumer Tracking Study 2005 Now Includes Magazine Tracking

Unity Marketing is just ready to launch its Luxury Consumer Tracking Study for the first quarter 2005. This year the survey is expanded to track magazine readership among luxury consumers to help you make better advertising decisions for your luxury brands.

Traditional syndicated magazine tracking studies fall flat when it comes to the high-income, high-spending luxury consumers. The Luxury Consumer Tracking Study now combines insight into brand awareness and usage with magazine readership. Thus it becomes a more powerful guide to reaching your luxury brand's target market. It will help you make better strategic decisions about investing your advertising dollars to reach luxury consumers.

In addition the Luxury Consumer Tracking Study also gives you insight into what the luxury consumers are buying, how much they spend, what brands they purchase and their brand awareness along with purchase motivation, shopping preferences and other key consumer insights. The tracking study is a vital tool to help you track quarterly shifts in the buying preferences and behavior in the luxury market. Detail purchase information is collected on these categories of luxury:

Home Luxuries:

• Art, Wall Décor & Antiques
• Electronics and Photography, such as computers, televisions, home entertainment centers, cameras, PDAs, etc.
• Home Decorating Fabrics, Window & Wall Coverings
• Furniture, Lighting and Lamps, and/or Floor Coverings, including rugs
• Outdoor, Lawn, Patio & Garden Products, such as lawn furniture, patio accessories, plants, grills, etc.
• Kitchenware, Cookware & Housewares
• Kitchen Appliances and Bath & Building Products, such as cabinets, bathtubs, etc. for home remodeling
• Linens & Bedding
• Tabletop, Dinnerware, Flatware, Servingware, Decorative Accents

Personal Luxuries:

• Automobiles and/or recreational vehicles, such as boats, RVs, etc.
• Clothes & Fashion Apparel
• Fashion Accessories, such as handbags, wallets, suitcases, shoes, etc.
• Fragrance, Cosmetics and/or Beauty Products and Skin Care regimes
• Jewelry
• Watches
• Pet Products

Experiential and Luxury Services:

• Travel and vacations
• Dining and restaurants
• Entertainment
• Personal and health services, such as beauty treatments, spa, massage and cosmetic procedures, health club, country club, etc.;
• Home services, such as landscape, housecleaning, home remodeling, home decorating, party planning and catering, etc.

Unity's luxury sample includes 750 affluent consumers, tracked in three segments (near-affluents: $75,000-$99,999; affluents: $100,000-$149,999; and super-affluents: $150,000 and above) with the average income of all households sampled about $125k-$135k. This is a semi-custom research service with subscribers adding specific product categories and their brands and the brands of five key competitors to the survey. In addition, subscribers can add up to six personal questions to the survey through the year. See more information about subscribing to Unity Marketing's Luxury Tracking Study, or call Pam Danziger at 717-336-1600.

Special Added-Value Service Just for Luxury Magazine Publishers

Publishers can tap into the power of Unity Marketing's Luxury Tracking Study through a special publishers' program. Designed around the needs of publishers that serve luxury advertisers, every quarter publishers receive a report summarizing luxury consumers' purchase activity in the previous quarter, along with the luxury brands they bought and the luxury publications they read. Unity Marketing will provide a summary report of the key findings suitable for magazines to share with their top advertising clients.

Publishers who subscribe to the Luxury Tracking Study can add key product categories to the survey and 10-to-12 major luxury brands. They can also submit both their major publications and key competitors' titles to the magazine readership portion of the tracking survey. See more information on Luxury Tracking for Publishers.

Major Findings

More Information

Luxury Consumption Index

Wave 1 Questionnaire (PDF)



To subscribe to the Luxury Tracking Consumer Survey, please call Pam at 717-336-1600.