2017千禧一代奢侈品用户购买行为报告（英文版）.docx

B1.ingitonWhatmakesami1.1.ennia1.spendmore?ContentsReachingtomorrow'spremiumconsumersO1.Findingsatag1.ance021.essonsandstrategics04Themi1.1.ennia1.core06Themi1.1.ennia1.mindset10Infuenccandthepurchasedecision12Thebuyingmoment14Howandwheremi1.1.ennia1.sbuy16Persona1.isationandexperience20Puttingapriceonsustainabi1.ity22Hows1.11>ngispremiumbrand1.oya1.ty?25TheSUrVeyscope11kiM1.WI,'1.:1Newresearchshowsthecomp1.exityofthemi1.1.ennia1.consumermindsetwhenitconicstobuying1.uxuryandpremiumproductsReachingtomorrow'spremiumconsumersWhoarethepremiumcustomersoftomorrow?Howdocompaniesreachthem,infuencethem,retainthem?T<Uy(beuTmeco(hc1.uxuryMK1.IXCmiMmconuiiwr11urkebarcMi1.1.d(nutcdbyBaby-BixxnerandGc11mi<xXbu>v11indi>idhUhOWCrebocnbetmCnIbeCnd“theSecondWcddWmfrk1980-11tsgcr11ckmnia)haw3d<>fKedWfiicuf1.1.>1.incMpcnJingpMR11¼of(beg>cru1.i<I1.ia1.(u)1.owcj.bu(UIeyHSUr(4nc<wmp6<1.ubit(fut<MVrVIcwmedinancur1.ieriigc:thejcb11xiIoya1.theyva1.uegdtin<MMiwcbu)SandPaHMU1.cnuct.andthe)re*Cdu»traditiona1.brandmo3ging.Theytrcnxiewhutnxxed.1.¼ruvvcrIheyarcZUnifIFw11MufkdbjIUrWnvf!k*.Ihemtha1.kai*mi'*ni1.tennM<,Acv<M<1.inj*ohcUSC®MKBurcuu1.(beIiUfiibcrUfDcnniu1.sinI1.icUSEZcxcv(1.tnumberofbyBwn.Mi1.knnki1.smoMyJreWUPinthemtrrtm:(tJ，乂JWi<(heirWdaJpMt11¼ar1.ISOn)Co11IhcirVidi>6wvdifenni1.The)arcu1.rvjdyuninfucncia1.MidgruirenntodthePnmiUmcomu11M711urkct.ButIbeywiUwnbeewnethedxninantcmcntofIha1.market.OmpttngIZ1.u>MxdinpremiummrU<sneedtoMftknuinc1.hmi1.1.cnh1.qc£mc«ofOmMJmCdTDrwhIhemMrX1.<nvr1.I1.winib>PrrmiUEcu<IhvyneedkkfwuhuiItuxivaks(hew.uhi1.infuerv*dc11.«uJ1.*UICyMfUmeCohc¼.IiicjiI52017.ycuuisieZufCMMhU>1>cCc1.ra1.<t<t>urfmik>Iiuikct*IiMgUK.MyafJGiiuHqKfyIiWMm:"(hev<<MUpMfU1.fc<ve11mt”dIutury*,mifiIkUS4tdOiirw.*M1.*u<f1.he*c*>d'IMffOtpfuoforpJ%.<acUK*dI3y>11fc»gMvf1.1.4cft*MM1.iei1.kfttidtfxk令at3nySE35umZOwwMR3«IVKI1.mdiHKtw1.wfr-4it1.Mv>dy*v1.xg”twv1.<>31.>woMoiiE.2<nNt*(<IMM*.>a<1.I*6.1"11c;ItaC11M,rvinb;rvrr11wmJOret加4"rmjc<*ufw“漳hN<,Njie”Rgh»»h八TtzEthnrm>r*xvf'1.ifeb<(rrtk-rJKrr1.yrc<wtw0fre-du1w<<1dIbahw<JJIrr4>ww4fnnrr<f1.<MrajWMk.*11¾vnnjqur4i>n¾WMrw4tnM1.Wx1.>11W&IhCCanHmC<4bere”SXbUmeN1.>C*-*,*x<to4rCMwwt'f<o*c<e>*e3>1.SvbIS-11turiVO1.B1.tecU，IWMJ11i1.krtd例311mc,Findingsatag1.ance1.uxuryspendingisfocussedonthese1.f.InourSUrVCyrespondentsInxna1.1.R>urgeographiesweninost1.ike1.ytosay(hattheybought1.uxurytop1.easethemse1.ves,no(toimpressothersortodowhatinfuencers<xce1.ebritiessaidtheyshoukido.VVhatarethemainreasonsyouarebi1.1.ingtospendmoneyonhigh-endFashionor1.uxuryitems?19.7%I1.iketotreatmyse1.f18.0%Theyareofhighqua1.ityMiIIenniaIshearmessagesfrommu1.tip1.eChanneissimu1.taneous1.y.Mnia1.sinc1.inedtopurchase1.uxurysay(heyfndinformationfromt111.itiona1.sourcessuchasmagazines.IhrOughtovideos,websitesandb1.ogs.1.1.<>doyoufindoutaboutIhe1.atesthigh-endfashionorIUXUrynemtrends?20.5%15.1%Socia1.mediaAbrand'swebsite(ffi)14.4%EashioiimagazinesMi1.1.ennia1.1.uxurybuyingisnotroutine;thePauCrnofregu1.arbuyingisgivingWaytoamuchmorefragmentedandimpu1.sivesetofbuyingbehaviours.Whendoyoutendtoconsiderpurchasingahigh-endfashionor1.xn,item?20.5%Poraparticu1.ar(xxask>n-(c.g.wedding,party,etc)18.5%WhenIwanttotreatmyse1.fRNnch<IWu11AotmIfoiih1.11vdn«e?Morethanha1.fOfa1.1.mi1.1.ennia1.ssurveyedsti1.1.1.iketobuyinstore,butthereasonsforthisarcdifferent.whatdoyouthinkarethemainbenefitsofshoppinginstorewhenyou're1.ookingtobuyhighendfashionorIuxunitems?24.2%Cantryproducts25.6%Cantouch/fee1.theproductsuhatONEthingmostdra¼syoutoa1.uxQua1.ityiskingit'sthesing1.emostimportantattractortoabrand.91%QUaIityProdUCtSInear1.y2017De1.oittecommissionedaresearchstudyofmi1.1.ennia1.consumersinfourkeymarkets,theUS.UK.Ita1.yandChina.c.30%SpendersOnIuxurjProdUCiS20-30yearsAverageageofrespondents1,()05Tota1.respondentsacrossgeographies230+AveragerespondentspergeographyIhcmi1.1.cxwtu1.mkif以依IJWCUed.MnhikMfcmore1.ike1.yobuyfxhcmchv¼IhMnochersTheyhear»twiintwcnsaWImynotfc>1.1.owthem.MdkntiKihJffVinfiwiiKJ1.HMi-rk1.i.bu(tnrtPMefKdChgdof”丽刖丽3而nft>wcMdknnkiUKiyI1.urynukebu>M<kvMnIUard(Miinf<nu!tffhxfw)1.iMcIKHtfVc«(111.i1.icu1.11upzic.iovideosWgiIe，AnJN<f.MarkCgdi太：I1.urrvisx*kZa1.knmjm4uuxiwhenkoomctobrand<nevupcs.S0c11.mediakthew½ifcciaMxnmunuzc*mChaMdfor11mmim2rkcfx.butnMnQu.Expcncnoe皿*cMMia1.iM<kfi¼ir<xv1.uf1.purtku1.art>inUICVS.1.eehofbrandIOyahydifcrnurUtbytruei.Thenxwc11Murvdurmrie.hrk*»EfIdk>u)M1.enrwbcikch'inZ.Smiaindbi1.ityandShioon?no<PmiCUudySUCeinfucrvrk*fIiii1.kiiiiia1.1.uxurybuyers.A岫小pfpvn5i1.ykPUya乂JUHifMbiiiVyPrVmiUIn氏”11HPrVdUCkdxsr!app1.yId1.uu三yintsameWiy»itck*einnu»PnMhnrK画1.essonsandstrategiesOurSUrVeyof1.uxury-buyingmi1.1.ennia1.sshowsthatthiscritica1.groupofpremiumproductconsumerspresentsentire1.yi)ewcha1.1.engestorbrandComPanieSin1.e11nsofcommunicationandcustomerretention."11wgZH1.Mkngctkrtadjmik*MXkingkG1.P(Ufe(beMhbofHofIniIIenfiKi1.siskmWfiimufikMih:(>uguxa(kfwithshiftingxvfcretvHnd1.u<>cbadbiu1.1.emdfor*hxwMf1.edmnd叫牌6k»beniRuj1.Y«ImkIIhis叫ZVn1.unxduin1.).theonefactorhpb)¾aro1.eina1.moMorryofmi1.1.ennia1.cwiMimptitmisd>erncofon1.ine.OnIifWw1.e*ahmedon<xcapturethefu1.1.xnifa11ccftheriseofon1.inein11action.Thesurvey1h<n*4IhJ1.atCVerypeaxintheinicrj&iioabetweenhru1.c<>mpnksandkumcrthecUincctxnccntiiEKm吨-CQrKUmc«11uybuyin«nrc.buttywi1.1.hnve<xmuredpftxkuandckein1.inebcfv<e<king«>.The)m>yc1.cmu1.titeuurv<s<fmf11M(i(Nidvice.bmcMuftmwi1.EVebeenrnedi»ede1.ir.IhEUghWCiaImedia.Mcg>andv-k>p.OnIiDCha*>koEPawCTtdcha1.1.engerbnndZIrVrnukingBYixhinu>p<v11Mumand加UVymake.姆1.oweringIbebrrictocnnanddetncistrMngthathighva1.uepuntu5cwi1.1.bemadeon1.ineiftheon1.inec4criu11tn'eCnoUIftwnfx1.xn0n*csnc<y*n<m*<recicci'cEMnC111.csofc<»mmmkuti(m.infixmi1.iixiand,W.theyare1.ike1.ytoha>Iobuythem.bySKquiringb11nd¼1hRm,I1.wa5<三xvIbuughiIhnIUUKyInKJon1.ine女"吨WerC11uua1.1.)inmpcb1.c.TKitknoIixigcrtiKAisc.NCtaPiXIcritnow11xinc1.yid1.ingwashesPfkVduioverS1.WMX)M1inc,MK1.udmfihroufhmobi1.eJfPKmxIhcriwofCYeftmoredNUpnve1.uxuf>,Nmcx11w>dcK、岫a%HrtAchcontinue10ixccfnewofcring<>u1.i<yandUnIqH3,arethenwti11piirutufuctonindrawingmi1.1.cmiiJmumcr%KiIUUVypc1.tx.HcnUJgc*uJas>i11!io<a1.quu1.i(e¼HrVIg11MUn<11kiM1.WI,'1.:1T1.iegreatcha1.1.engeIbrbrandOWnerSseekingIocapturetheaf1.iationsofmi1.1.ennia1.sishowtocommunicatetoagenerationwithshiftingpreferencesand1.oosebrand1.oya1.ties,andforwhomnosing1.echanne1.appearstopredominate.Ye1.amidthisapparentuncertainty,theonefactorthatp1.aysaro1.eina1.mosteveryaspectofmi1.1.ennia1.consumptionistheriseofon1.uc.1.UUtheCMCIhMforpremiumNMM¢1Xv(Im0MKAandjintVCEUrCarctheC1.eUrr«nxrtcIDWhIringmi1.1.ennia1.(xmumc11.Fcccv11pk.inpcrxvu1.CJrVOUbIiShCdcompanies1.ikeUOk1.Em1.aixkrandCotyhiveKxnCun1.inu1.4yWKfcpcndcni<gcrbrandhnh*ca>wnth11wghtheu1<ofon1.ineinfucnrcrM*ci1.cIIi理andusergcvxr3edc<mtcn1.ButE1.if1.Cpn½cn:Candinfucrv1.ake6tncandin、EmCnt1.Ohui1.d.FJCtfdwithhcSronthcdOn1.jIKkur)commerceacthehigherendofthe11ufkc<.i)jcihcrWiththe叩PaawCofon1.inenn:hcandinduedisnpkn.JndIhtfIikdyk*ofwmemwKc4imc>hccnewbraiK.iKMuZionareincrcaMn$1.yiccnJSIhtfm()Mrc)iaNeMXtfVeofSnMMhfnrprvfium1.dCEgnimImZgaboIikciheM&AMimrhMVxiw(h1.MVrVKmKTIv1.>w1.)OVU七Iedk*1.ike*(k>f-1.ike¼1.c(amcjf<UNHu1.1.exdukstin<uv0axuM1.k<t)anrncmequa1.1.yHkdyorrndg11urixtarcg11>wththroughxiM1.marjankIep1.inegrowth.Hcmrw.½andjointcnturatareJm>thetn>qRofCbnkCforhrjndhdtneedobdtOnxohoeOrIOChndCamIXInefHthatIbeyhck.11xxpen4xuiC1.reJ'HuiiKudevIrikdhcpremiumcone<nucUfit(1.wrtxcTitwy,MmKMfiw.an介*eViaua1.reu1.iyC(Vdm:CdHeCfedIbniufhAjoimVaftCUrtutfvru*1.rc11yMudioHoIi1.i1.w(1.1.MS”0Imanur<hun3<11i(rfu>pht<ddia1.try-ou1.apWbc.WhiIVIheauhi(icnofunuj<)11t)'QUreinNcia-RuurbyRkhcmomceexno1prwk1.akurytg11<*onKum1.ne,d!ing.IMHwi1.hMafdin):theMyQUCm<texd<wnxcCtiemeq*cwithYg1.IbCemetc11ce，Wmi1.knuiPuHCrrWofrvh4c<4m1.Cnmn32Hn1.i(cdmIhkr¾>MeScn6igki11cnc10rc11uumbundantrtc.Ihewiu>MkpremiumSOcw.withi1.xunib1.ccxpcrkmre*andPtfNCZct*C1.itFivingSaytoQmrthinFratherkw11turvdJtnd11wcvcomp1.exWEm梨c.CounhvIoEEttheStnKtUnddu1.k11FCwith，皿CtUraiChanM*卜i11eviukihjthis11mix2Mk-nn*thsuueie.Mid(beinUgrMn<fvcnnewnxkofiewv1.itmImuwiiI1.w<cpMnadIheeu"omcr.TuSM.(beM&AIginPfCmW1.ninKJ1.uxury(wmSikIs1.a(necmrcdQnCOCMiIidditon<ndvc11ica1.M<1.yctuinx.WeexpectthatthecomingwjcfM&AIIndJV*wi1.1.0x>ccntr2uontcchmy2ndCommunicatkindesignedowinthemi1.1.ennia1.CixiMimer.Themi1.1.ennia1.coreUn1.ikethegenerationsthatprecededthem,mi1.1.ennia1.sarcno1.necessari1.yricherthantheirparentswereatthatage.Theircostsarehigher,coststhatmaynotbematchedbyrea1.incomegrowth.Forexamp1.e,theFedera1.Reserve'smostrecentSurVeyofConsumerFinancesh小*v*.ktfcjhxe.a,EsEytdC1.rMp.,J<11w*1.IMiitfif4X'«cn«mAprnifrt,foundthattheaveragenetworthofUSmi1.1.ennia1.s(dcfncdasthosebetween18and35)wason1.y$10,400.Forthosebetween20and30,averagenetworthvariedbetween$2.093andminus$38.915accordingtoage(mostofha1.debtwasco1.1.egedebt).ButIDCixne-bittedc<xvimcrnotai(mayn<HbethebestWayIap!k(tieni1knniu1.U6,I1.1.Wr.RcvcniNWwVhbyIhcIXiwndImtMute'suggcitthatwithinthemi1.1.ennia1.MomentIhaehaver>5ignif011.p1.i>n<fu<1.1.hyindi*k1.uahandCtnii1.ies(IiMwdibyadi<ic1.i<nu11cf11indtc(andPWfMr1.欣yRifbru>dcvpee1.-IMMng(hMOttifxndHhercounxninarie1.yofC1.CgOdEThCSCan:IhtfCOnSUnKrIhdiprmiuniproductcoopingneedIoidentifyandtnfw11cc.Tbeyeend(0beyoungerandmoreurbanthano<bercxumcr¼:theyhavehigherdiobkincomeandh<xhtheabi1.ityuttheprven>i)tospendonhigherpriced,highermw):inPZ1.K3IhcIdoirvhWePrCMm1.inIhkPJPCrisdestinedto<upurvthechamctcmtic*OfIhC11nia1.%cgnfxofthisCOnMImCrgroup.Tbe¾eurethecomumerduehnndcompanieshnve1.IgCiftheyarcto%ucco=d心Ufyandc<xk<imcrmurU<:Ihtficacvthenunr5thtCUbIimtfdneed10rcunifIbcyare>ninuinmtdicIShWCWdm*inhctccMhcIhronp<zdbycha1.1.engerbnnRTheytendtobeyoungerandmoreurbanthanotherconsumers;theyhavehigherdisposab1.eincomeandbot1.theabi1.ityandthePrOPenSi1.y(0spendOnhigherpriced,highermaginprociucts.<ffm:I1.IWhJIiHoJMIhMr3>JMt'Riseofthe'digita1.native"WhMwIsUryproduct?A1.dKWEheIavun''K<®eoftheInoMUbUMzdurdsintheEnQi仑itXkorenain<»ncofthemostPawCTfwWeInraCIUXuO*4abnwdw1.cr>.1111*mgfromhigh1.uxury1.ikehghcndhundb>.WHIChC$ndcUcn>premiumbrandsUCra”<h<rS1.CSOCi“thuSh1.1.restoreMCCw1.Uii1.hynxht¼c.g.ho11wnre>.Ihcwthi时hukcom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