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The Premium Brand and Luxury Consumer - US - December 2014

“The internet is the ultimate equalizer, and it has given brands both large and small a chance to communicate directly with consumers; however, the ‘access for all’ mentality of the web does not always work in favor of brands that have an exclusive reputation to manage. Though the adoption of internet-based business tactics has been slow among luxury brands, it appears that the luxury market is catching on, and a few have created effective models that others can emulate.”
– Lindsey Rogers, Consumer Analyst

This report answers the following questions:

  • How can luxury companies leverage social media without losing the appearance of exclusivity?
  • Should luxury brands operate e-commerce sites?
  • Do luxury rental sites pose a threat to luxury companies?

The luxury market has experienced growth over the last several years, thanks in part to a recovering economy and booming online sales. In 2013, US luxury revenue reached $35.9 billion, while the global market increased by 57%. This report focuses on how and why consumers are driving this growth. It discusses their definitions of luxury, purchasing habits, attitudes, and their lifestyles. The report also covers several hot topics within the market, including social media, e-commerce, knockoffs, customization, discounted luxury, multi-level strategies, and luxury product rentals. The resulting analysis provides a strong foundation for new-to-luxury marketers, but also deep, thought-provoking content for more seasoned professionals.

The concept of luxury goods is inevitably highly subjective. It is usually obvious where a product is luxury and equally obvious where it isn’t, but there is a gray area in between that is more subjective. The term luxury usually carries with it the idea that a very high level of craftsmanship is involved and that the products carry a high price so that they are out of the reach of most mass-market buyers. Unfortunately, they can also carry connotations of ostentation and even “bling.”
In Mintel’s analysis, there are three main categories of luxury goods, to which a miscellaneous group of smaller products is added:

  • Fashion and leather goods
  • Fragrances and cosmetics
  • Jewelry and watches
  • Other (ie writing instruments, eyewear, furniture, home goods, and other miscellaneous items)

Food, beverages, tobacco, electronic goods, automobiles, and services such as travel are generally excluded.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Consumer qualitative research
                • Direct marketing creative
                  • Abbreviations and terms
                    • Abbreviations
                      • Terms
                      • Executive Summary

                          • The market
                            • Figure 1: Luxury goods revenue, global and US, 2009-13
                            • Figure 2: US luxury revenue, by category, 2013
                          • Market drivers
                            • Leading companies
                              • Figure 3: Luxury sales by top luxury houses (in USD billions), FY2013
                              • Figure 4: Luxury sales by top luxury houses (in USD billions), FY2013
                            • The consumer
                              • Craftsmanship is the number one defining characteristic of luxury
                                • Figure 5: Top five defining attributes of luxury, by all and luxury goods buyers, September 2014
                              • Majority of luxury buyers only purchase discounted luxury
                                • Figure 6: Luxury purchasing habits, September 2014
                              • Accessible American brands popular among luxury consumers
                                • Figure 7: Premium brands owned and purchased in the last three years, September 2014
                              • Luxury consumers purchase across channels and across countries
                                • Figure 8: Where respondents bought luxury goods in the last 18 months, May 2014
                              • Luxury buyers over index in upscale activities
                                • Figure 9: Premium services/activities of the last 12 months, luxury goods buyers index to total, September 2014
                              • Consumers more likely to avoid visible trademarks than to enjoy owning them
                                • Figure 10: Attitudes toward logo visibility, by all and by luxury goods buyers, September 2014
                              • One third of luxury goods buyers say luxury makes them feel good, very few interested in knockoffs
                                • Figure 11: Attitudes toward quality, authenticity, and hedonistic thrill of buying luxury, September 2014
                              • What we think
                              • Issues and Insights

                                  • How can luxury companies leverage social media without losing the appearance of exclusivity?
                                    • The issues
                                      • The implications
                                        • Should luxury brands operate e-commerce sites?
                                          • The issues
                                            • The implications
                                              • Do luxury rental sites pose a threat to luxury companies?
                                                • The issues
                                                  • The implications
                                                  • Trend Application

                                                      • Trend: Fauxthenticity
                                                        • Trend: Make it Mine
                                                          • Trend: Let’s Make a Deal
                                                          • Market Size

                                                            • Key points
                                                              • The market size
                                                                • US luxury revenue reaches nearly $36 billion, a 60% increase over 2009
                                                                  • Figure 12: Luxury goods revenue, global and US, 2009-13
                                                                • US growth in luxury revenue outpaces all but Japan, China, Australia
                                                                  • Figure 13: Top 10 countries in the luxury market, by revenue, 2009-13 
                                                                  • Figure 14: Top 10 countries in the luxury market, by revenue, 2013 
                                                                • Fashion/leather is top category, perfume/cosmetics follows
                                                                  • Figure 15: Luxury goods revenue, by category in selected luxury markets, 2013
                                                                  • Figure 16: Luxury goods revenue share, by category in selected luxury markets, 2013
                                                              • Market Drivers

                                                                • Key points
                                                                  • International tourism
                                                                    • Figure 17: International inbound tourism, 2000-13
                                                                    • Figure 18: Overseas leisure visitors to the US, 2006-13
                                                                  • US economic growth
                                                                    • Figure 19: GDP change from previous period, Q1 2007-Q3 2014
                                                                    • Figure 20: Consumer confidence and unemployment, by month*, January 2007-October 2014
                                                                  • E-commerce
                                                                    • Growing Asian and Hispanic populations
                                                                      • Figure 21: Population, by race and Hispanic origin, 1970-2020
                                                                  • Leading Companies

                                                                    • Key points
                                                                      • Financial performance of leading companies
                                                                        • Figure 22: Luxury sales by select companies, FY2012-FY2014*
                                                                      • Company profiles
                                                                        • Christian Dior
                                                                          • LVMH Moët Hennessy – Louis Vuitton
                                                                            • Richemont
                                                                              • Kering
                                                                                • PVH (Phillips-Van Heusen)
                                                                                  • Ralph Lauren
                                                                                    • Coach
                                                                                      • Other leading companies
                                                                                      • Innovations and Innovators

                                                                                        • Overview
                                                                                          • Theme: Appeal to multicultural audiences
                                                                                            • Armani launches luxury chocolates for Ramadan
                                                                                              • Bloomingdale’s celebrates the Year of the Horse
                                                                                                • Theme: Launch relevant, but unexpected products
                                                                                                  • Christian Louboutin launches nail polish that is applied to the underside of nails
                                                                                                    • Louis Vuitton’s ‘Iconoclast’ partnership with Karl Lagerfeld offers monogrammed punching bag
                                                                                                      • Theme: Let consumers customize their products
                                                                                                        • Stuart Weitzman, Prada launch customizable shoe collections
                                                                                                          • Burberry launches monogrammed blankets
                                                                                                            • Theme: Can’t beat technology companies? Then join them.
                                                                                                              • Ralph Lauren moves wearable technology from hardlines to softlines
                                                                                                                • Diane Von Furstenberg launches line of eyewear for Google Glass
                                                                                                                  • TAG Heuer announces plans to launch smartwatch
                                                                                                                    • Theme: Create elite spaces for luxury consumers online
                                                                                                                      • Auctionata brings verified luxury goods to auction online
                                                                                                                        • Composer launches social networking site for affluent consumers
                                                                                                                          • James Edition serves as Craigslist for the wealthy
                                                                                                                          • Marketing Strategies

                                                                                                                            • Overview
                                                                                                                              • Strategy: Highlighting history
                                                                                                                                • Case study: The late Coco Chanel stars in “Inside CHANEL” campaign
                                                                                                                                    • Figure 23: Chanel, “Paris by Chanel – Inside CHANEL,” chapter 12, Sept. 17, 2014
                                                                                                                                    • Figure 24: Chanel, “The Colors – Inside CHANEL,” chapter 11, May 23, 2014
                                                                                                                                  • Case study: DKNY’s Donna Karan iconizes her Cashmere Mist fragrance
                                                                                                                                      • Figure 25: Donna Karan, “Cashmere Mist: THE MAKING OF AN ICON Chapter 2 –The Scent,” July 15, 2014
                                                                                                                                    • Strategy: Celebrity endorsement
                                                                                                                                      • Case study: Dior brings back Charlize Theron for new J’adore campaign
                                                                                                                                          • Figure 26: Christian Dior, J’adore, “The Future is Gold,” Sept. 2, 2014
                                                                                                                                        • Case study: Nicholas Hoult stars in “British Intelligence” campaign for Jaguar
                                                                                                                                            • Figure 27: Jaguar USA, “British Intel,” Oct. 6, 2014
                                                                                                                                          • Strategy: Involve consumers
                                                                                                                                            • Case study: Burberry uses customizable ad campaign to support launch of fragrance
                                                                                                                                                • Figure 28: Burberry, “Introducing My Burberry – The New Fragrance for Women,” Sept. 1, 2014
                                                                                                                                              • Case study: Saks Fifth Avenue launches #SaksStyle content hub
                                                                                                                                                • Strategy: Create art instead of ads
                                                                                                                                                  • Case study: Giorgio Armani collaborates with world-class film schools
                                                                                                                                                      • Figure 29: Giorgio Armani, “Ella,” Sept. 9, 2014
                                                                                                                                                    • Strategy: Mobilizing marketing
                                                                                                                                                      • Case study: Hermès breaks the mold with Tie Break app
                                                                                                                                                          • Figure 30: Hermès, “Tie Break App – A random dose of Hermès,” Aug. 7, 2014
                                                                                                                                                      • What Defines Luxury

                                                                                                                                                        • Key points
                                                                                                                                                          • Quality, legacy, labels, high prices are hallmarks of luxury
                                                                                                                                                              • Figure 31: How luxury purchases are defined, by all and by luxury goods buyers, September 2014
                                                                                                                                                            • Women care more about quality, visibility, and uniqueness
                                                                                                                                                              • Figure 32: How luxury purchases are defined, by gender, September 2014
                                                                                                                                                            • Regardless of income, luxury should be visible
                                                                                                                                                                • Figure 33: How luxury purchases are defined, by household income, September 2014
                                                                                                                                                              • Key luxury qualities consistent across age groups
                                                                                                                                                                • Figure 34: How luxury purchases are defined, by age, September 2014
                                                                                                                                                            • Luxury Purchasing Habits and Shopping Behaviors

                                                                                                                                                              • Key points
                                                                                                                                                                • Majority of luxury buyers purchase luxury items at a discount
                                                                                                                                                                  • Figure 35: Neiman Marcus, email advertisement, October 2014
                                                                                                                                                                  • Figure 36: Luxury purchasing habits, September 2014
                                                                                                                                                                  • Figure 37: Luxury purchasing habits of luxury goods buyers, September 2014
                                                                                                                                                                • Women more likely to be deal seekers
                                                                                                                                                                  • Figure 38: Luxury purchasing habits, by gender, September 2014
                                                                                                                                                                • Luxury buyers are savvy shoppers regardless of income
                                                                                                                                                                  • Figure 39: Luxury purchasing habits, by household income, September 2014
                                                                                                                                                                • Young affluents more willing to splurge
                                                                                                                                                                  • Figure 40: Luxury purchasing habits, by age and household income, September 2014
                                                                                                                                                              • Premium Brands – Ownership and Acquisition

                                                                                                                                                                • Key points
                                                                                                                                                                  • Popular premium brands are accessible, established
                                                                                                                                                                    • Consumers drawn to accessible luxury
                                                                                                                                                                      • Consumers purchase established premium brands
                                                                                                                                                                        • Figure 41: Premium brands owned and purchased in the last three years, September 2014
                                                                                                                                                                      • More men than women have purchased premium brands in recent years
                                                                                                                                                                          • Figure 42: Premium brands owned and purchased in the last three years, by gender, September 2014
                                                                                                                                                                        • Consumers from $150K+ households more likely to own premium brands
                                                                                                                                                                          • Figure 43: Premium brands ownership, by household income, August 2014
                                                                                                                                                                        • High net worth women report greater incidences of premium brand ownership
                                                                                                                                                                          • Figure 44: Premium brands purchased in the last three years, by all and high net worth women, September 2014
                                                                                                                                                                        • Qualitative brand personification
                                                                                                                                                                          • Introduction
                                                                                                                                                                            • Figure 45: Commonly owned premium brands
                                                                                                                                                                          • Brand personification
                                                                                                                                                                          • Luxury Goods Retailing

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Plurality of luxury purchases made in department stores and online
                                                                                                                                                                                  • Figure 46: Where respondents bought luxury goods in the last 18 months, May 2014
                                                                                                                                                                                  • Figure 47: Retailers shopped at in the last three months, April 2013-June 2014
                                                                                                                                                                                • Online shoppers tend to be younger, slightly less affluent
                                                                                                                                                                                  • Figure 48: Where they shop for luxury, by age and household income, May 2014
                                                                                                                                                                                  • Figure 49: Most popular locations where luxury branded items were bought, by age and household income, May 2014
                                                                                                                                                                                • Male luxury buyers significantly more likely than women to buy premium brands online
                                                                                                                                                                                  • Figure 50: Most popular locations where luxury branded items were bought, by gender, May 2014
                                                                                                                                                                                • Majority of recent luxury buyers purchased apparel, fashion accessories
                                                                                                                                                                                  • Figure 51: Luxury branded items bought in the past 18 months, by category, May 2014
                                                                                                                                                                                  • Figure 52: Luxury branded items bought in the past 18 months, May 2014
                                                                                                                                                                              • Participation in Upscale Activities

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • More than three quarters of luxury buyers participate in “upscale” activities
                                                                                                                                                                                    • Figure 53: Premium services/activities of the last 12 months, by all and luxury goods buyers, September 2014
                                                                                                                                                                                  • Luxury brand ownership goes hand in hand with upscale services
                                                                                                                                                                                    • Figure 54: Premium services/activities of the last 12 months, by count of luxury brands owned, September 2014
                                                                                                                                                                                  • Male and female luxury buyers both participate in upscale activities, but specific activities vary by gender
                                                                                                                                                                                    • Figure 55: Premium services/activities of the last 12 months, by gender, September 2014
                                                                                                                                                                                  • Involvement in luxury activities increases with income
                                                                                                                                                                                    • Figure 56: Premium services/activities of the last 12 months, by household income, September 2014
                                                                                                                                                                                    • Figure 57: Premium services/activities of the last 12 months, by age and household income, September 2014
                                                                                                                                                                                • Consumer Attitudes about Luxury

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Attitudes toward luxury goods and spending
                                                                                                                                                                                      • For most consumers, participation in activities does not occur at the expense of luxury purchases
                                                                                                                                                                                        • Figure 58: Attitudes toward spending, by all and luxury goods buyers, September 2014
                                                                                                                                                                                      • Attitudes toward luxury goods and spending by gender, age, and household income
                                                                                                                                                                                          • Figure 59: Attitudes toward luxury purchases – Spending, by gender, age, and household income, September 2014
                                                                                                                                                                                        • Attitudes toward logo visibility
                                                                                                                                                                                          • About one in four avoid obvious designer logos
                                                                                                                                                                                              • Figure 60: Attitudes toward logo visibility, September 2014
                                                                                                                                                                                            • Attitudes toward logo visibility by gender, age, and household income
                                                                                                                                                                                                • Figure 61: Attitudes toward luxury purchases – Logo visibility, by gender, age, and household income, September 2014
                                                                                                                                                                                              • Attitudes toward exclusivity
                                                                                                                                                                                                • More than one in 10 do not think luxury and attainability can coincide
                                                                                                                                                                                                    • Figure 62: Attitudes toward exclusivity, September 2014
                                                                                                                                                                                                  • Attitudes toward exclusivity by gender, age, and household income
                                                                                                                                                                                                      • Figure 63: Attitudes toward luxury purchases – Exclusivity, by gender, age, and household income, September 2014
                                                                                                                                                                                                    • Attitudes toward quality, authenticity, and the hedonistic thrill of buying luxury
                                                                                                                                                                                                      • Roughly one quarter of luxury buyers say luxury is better quality and makes them feel good; most are not interested in knockoffs
                                                                                                                                                                                                          • Figure 64: Attitudes toward quality, authenticity, and hedonistic thrill of buying luxury, September 2014
                                                                                                                                                                                                        • Qualitative findings: Knockoffs viewed as both fun and guilt inducing
                                                                                                                                                                                                          • Attitudes about quality, authenticity, and the hedonistic thrill of buying luxury by gender, age, and household income
                                                                                                                                                                                                              • Figure 65: Attitudes toward luxury purchases – Quality, authenticity, and hedonistic thrill of buying luxury, by gender, age, and household income, September 2014
                                                                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • The core defining traits of luxury are the same regardless of race, Hispanic origin
                                                                                                                                                                                                                • Figure 66: How luxury purchases are defined, by race/Hispanic origin, September 2014
                                                                                                                                                                                                              • “Other races,” including Asians, more likely than average to pay full price for luxury
                                                                                                                                                                                                                • Figure 67: Luxury purchasing habits, by race/Hispanic origin, September 2014
                                                                                                                                                                                                              • Asians, Hispanics most likely to own a premium brand
                                                                                                                                                                                                                • Figure 68: Premium brands owned, by race/Hispanic origin, September 2014
                                                                                                                                                                                                              • Nearly half of Blacks have not participated in an upscale activity
                                                                                                                                                                                                                • Figure 69: Premium services/activities of the last 12 months, by race/Hispanic origin, September 2014
                                                                                                                                                                                                              • Hispanics, Asians most likely to say that purchasing luxury makes them feel good
                                                                                                                                                                                                                  • Figure 70: Attitudes toward luxury purchases, by race/Hispanic origin, September 2014
                                                                                                                                                                                                              • Appendix – Other Useful Market Tables

                                                                                                                                                                                                                • Market drivers
                                                                                                                                                                                                                  • Figure 71: International inbound tourism, 2000-13
                                                                                                                                                                                                                  • Figure 72: Overseas leisure visitors to the US, 2006-13
                                                                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                • What defines luxury
                                                                                                                                                                                                                  • Figure 73: How luxury purchases are defined, by attitudes toward luxury purchase – Spending, September 2014
                                                                                                                                                                                                                  • Figure 74: How luxury purchases are defined, by attitudes toward luxury purchase – Logo visibility, September 2014
                                                                                                                                                                                                                  • Figure 75: How luxury purchases are defined, by attitudes toward luxury purchase – Quality and authenticity, September 2014
                                                                                                                                                                                                                  • Figure 76: How luxury purchases are defined, by attitudes toward luxury purchase – Exclusivity, September 2014
                                                                                                                                                                                                                • Luxury purchasing habits and shopping behaviors
                                                                                                                                                                                                                  • Figure 77: Luxury purchasing habits, September 2014
                                                                                                                                                                                                                  • Figure 78: Luxury purchasing habits, by age, September 2014
                                                                                                                                                                                                                  • Figure 79: Luxury purchasing habits, by race/Hispanic origin, September 2014
                                                                                                                                                                                                                  • Figure 80: Luxury purchasing habits, by attitudes toward luxury purchase, September 2014
                                                                                                                                                                                                                • Premium brands: Ownership and acquisition – brands owned
                                                                                                                                                                                                                  • Figure 81: Luxury brands owned, September 2014
                                                                                                                                                                                                                  • Figure 82: Luxury brands owned by luxury goods buyers, by gender, September 2014
                                                                                                                                                                                                                  • Figure 83: Luxury brands ownership, by age, August 2014
                                                                                                                                                                                                                  • Figure 84: Luxury brands owned, by household income, September 2014
                                                                                                                                                                                                                  • Figure 85: Luxury brands owned, by race/Hispanic origin, September 2014
                                                                                                                                                                                                                  • Figure 86: Luxury brands owned, by age and household income, September 2014
                                                                                                                                                                                                                  • Figure 87: Luxury brands owned, by luxury purchasing habits, September 2014
                                                                                                                                                                                                                  • Figure 88: Luxury brands owned, by repertoire of luxury brands owned, September 2014
                                                                                                                                                                                                                  • Figure 89: Luxury brands owned, by luxury brands owned, part I, September 2014
                                                                                                                                                                                                                  • Figure 90: Luxury brands owned, by luxury brands owned, part II, September 2014
                                                                                                                                                                                                                  • Figure 91: Luxury brands owned, by luxury brands owned, part III, September 2014
                                                                                                                                                                                                                  • Figure 92: Luxury brands owned, by luxury brands owned, part IV, September 2014
                                                                                                                                                                                                                  • Figure 93: Luxury brands owned, by luxury brands owned, Part V, September 2014
                                                                                                                                                                                                                  • Figure 94: Last watch brand purchased, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 95: Last watch brand purchased, by household income, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 96: Brand of nail polish/nail care products used by women, by age, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 97: Brand of perfume, toilet water, or cologne used most often, by gender, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 98: Brand of perfume, toilet water, or cologne used most often, by age, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 99: Brand of perfume, toilet water, or cologne used most often, by household income, April 2013-June 2014
                                                                                                                                                                                                                • Premium brands: Ownership and acquisition – brands purchased in last three years
                                                                                                                                                                                                                  • Figure 100: Luxury brands purchased in the last three years, September 2014
                                                                                                                                                                                                                  • Figure 101: Luxury brands purchased in the last three years, by age, September 2014
                                                                                                                                                                                                                  • Figure 102: Luxury brands purchased in the last three years, by household income, September 2014
                                                                                                                                                                                                                  • Figure 103: Luxury brands purchased in the last three years, by age and household income, September 2014
                                                                                                                                                                                                                  • Figure 104: Luxury brands purchased in the last three years, by spending, September 2014
                                                                                                                                                                                                                  • Figure 105: Luxury brands purchased in the last three years, by logo visibility, September 2014
                                                                                                                                                                                                                  • Figure 106: Luxury brands purchased in the last three years, by quality and authenticity, September 2014
                                                                                                                                                                                                                  • Figure 107: Luxury brands purchased in the last three years, by exclusivity, September 2014
                                                                                                                                                                                                                • Luxury goods retailing
                                                                                                                                                                                                                  • Figure 108: Most popular locations where luxury branded items were bought in the last 18 months, by gender, May 2014
                                                                                                                                                                                                                  • Figure 109: Retailers purchased from online in past three months, by gender, April 2013-June 2014
                                                                                                                                                                                                                • Participation in upscale activities
                                                                                                                                                                                                                  • Figure 110: Premium services/activities of the last 12 months, by gender, September 2014
                                                                                                                                                                                                                  • Figure 111: Premium services/activities of the last 12 months, by age, September 2014
                                                                                                                                                                                                                  • Figure 112: Premium services/activities of the last 12 months, by race/Hispanic origin, September 2014
                                                                                                                                                                                                                  • Figure 113: Premium services/activities of the last 12 months, by age and household income, September 2014
                                                                                                                                                                                                                  • Figure 114: Premium services/activities of the last 12 months, by spending, September 2014
                                                                                                                                                                                                                  • Figure 115: Premium services/activities of the last 12 months, by logo visibility, September 2014
                                                                                                                                                                                                                  • Figure 116: Premium services/activities of the last 12 months, by quality and authenticity, September 2014
                                                                                                                                                                                                                  • Figure 117: Premium services/activities of the last 12 months, by exclusivity, September 2014
                                                                                                                                                                                                                • Attitudes toward luxury goods and spending
                                                                                                                                                                                                                  • Figure 118: Attitudes toward luxury purchases, September 2014
                                                                                                                                                                                                                  • Figure 119: Attitudes toward luxury purchase – Spending, by race/Hispanic origin, September 2014
                                                                                                                                                                                                                  • Figure 120: Attitudes toward luxury purchase – Spending, by demographics, September 2014
                                                                                                                                                                                                                  • Figure 121: Attitudes toward luxury purchase – Logo visibility, by race/Hispanic origin, September 2014
                                                                                                                                                                                                                  • Figure 122: Attitudes toward luxury purchase – Logo visibility, by demographics, September 2014
                                                                                                                                                                                                                  • Figure 123: Attitudes toward luxury purchase – Quality and authenticity, by race/Hispanic origin, September 2014
                                                                                                                                                                                                                  • Figure 124: Attitudes toward luxury purchase – Quality and authenticity, by demographics, September 2014
                                                                                                                                                                                                                  • Figure 125: Attitudes toward luxury purchase – Exclusivity, by race/Hispanic origin, September 2014
                                                                                                                                                                                                                  • Figure 126: Attitudes toward luxury purchase – Exclusivity, by demographics, September 2014
                                                                                                                                                                                                                  • Figure 127: Attitudes toward luxury purchase, by spending, September 2014
                                                                                                                                                                                                                  • Figure 128: Attitudes toward luxury purchase, by logo visibility, September 2014
                                                                                                                                                                                                                  • Figure 129: Attitudes toward luxury purchase, by quality and authenticity, September 2014
                                                                                                                                                                                                                  • Figure 130: Attitudes toward luxury purchase, by exclusivity, September 2014
                                                                                                                                                                                                                  • Figure 131: Attitudes about apparel (any agree), by gender, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 132: Attitudes about apparel (any agree), by age, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 133: Attitudes about apparel (any agree), by race and Hispanic origin, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 134: Attitudes about apparel (any agree), by household income, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 135: Attitudes about apparel (any agree), by race and age groups, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 136: Attitudes about apparel (any agree), by Hispanic origin and age groups, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 137: Attitudes about apparel (any agree), by region, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 138: Agreement that “A designer label improves a person’s image,” by gender, age, and household income, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 139: Attitudes toward designer quality, by gender, age, and household income, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 140: Attitudes/opinions about money, quality, and status (any agree), by gender, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 141: Attitudes/opinions about money, quality, and status (any agree), by age, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 142: Attitudes/opinions about money, quality, and status (any agree), by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 143: Attitudes/opinions about money, quality, and status (any agree), by household income, April 2013-June 2014
                                                                                                                                                                                                                • Teens and luxury
                                                                                                                                                                                                                  • Figure 144: Retailers shopped at in past three months, by gender and by age, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 145: Retailers shopped at in past three months, by gender by age, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 146: Brand of nail polish/nail care products used by teen girls, by age, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 147: Brand of perfume, toilet water, or cologne used most often, by gender and by age, April 2013-June 2014
                                                                                                                                                                                                                  • Figure 148: Brand of perfume, toilet water, or cologne used most often, by gender and age, April 2013-June 2014
                                                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • AC Hotels
                                                                                                                                                                                                                • Alexander McQueen
                                                                                                                                                                                                                • Audi of America Inc
                                                                                                                                                                                                                • Balenciaga
                                                                                                                                                                                                                • Barneys New York, Inc.
                                                                                                                                                                                                                • Baume & Mercier
                                                                                                                                                                                                                • Bentley (USA)
                                                                                                                                                                                                                • Bloomingdale's
                                                                                                                                                                                                                • BMW of North America, LLC
                                                                                                                                                                                                                • Bulgari
                                                                                                                                                                                                                • Burberry (USA)
                                                                                                                                                                                                                • Calvin Klein, Inc.
                                                                                                                                                                                                                • Cartier SA
                                                                                                                                                                                                                • Christian Dior
                                                                                                                                                                                                                • Clinique Laboratories, Inc.
                                                                                                                                                                                                                • Coach, Inc.
                                                                                                                                                                                                                • Daimler AG
                                                                                                                                                                                                                • Dillard's, Inc
                                                                                                                                                                                                                • Donna Karan International Inc.
                                                                                                                                                                                                                • DoubleTree Hotels
                                                                                                                                                                                                                • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                                                • Givenchy
                                                                                                                                                                                                                • Gucci Group N.V.
                                                                                                                                                                                                                • Guerlain
                                                                                                                                                                                                                • Hilton Group plc
                                                                                                                                                                                                                • Home Depot (USA)
                                                                                                                                                                                                                • Hudson's Bay Company
                                                                                                                                                                                                                • Kenneth Cole Productions, Inc.
                                                                                                                                                                                                                • Kering
                                                                                                                                                                                                                • L'Oréal USA
                                                                                                                                                                                                                • Lord & Taylor
                                                                                                                                                                                                                • Luxottica Group S.p.A.
                                                                                                                                                                                                                • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                                                                • Macy's, Inc.
                                                                                                                                                                                                                • Marriott International, Inc.
                                                                                                                                                                                                                • Mercedes-Benz USA
                                                                                                                                                                                                                • Montblanc
                                                                                                                                                                                                                • Net-A-Porter Ltd
                                                                                                                                                                                                                • Nordstrom
                                                                                                                                                                                                                • Phillips-Van Heusen Corporation
                                                                                                                                                                                                                • Prada USA Corp.
                                                                                                                                                                                                                • Ralph Lauren Ltd
                                                                                                                                                                                                                • Regis Corporation
                                                                                                                                                                                                                • Richemont Group
                                                                                                                                                                                                                • Rolls-Royce Motor Cars Ltd
                                                                                                                                                                                                                • Saks Incorporated
                                                                                                                                                                                                                • Salvatore Ferragamo
                                                                                                                                                                                                                • Sheraton Hotels & Resorts
                                                                                                                                                                                                                • Shiseido International
                                                                                                                                                                                                                • Sprinter
                                                                                                                                                                                                                • Starwood Hotels & Resorts Worldwide, Inc.
                                                                                                                                                                                                                • Stella McCartney
                                                                                                                                                                                                                • The Neiman Marcus Group Inc
                                                                                                                                                                                                                • The Ritz-Carlton Hotel Company, L.L.C.
                                                                                                                                                                                                                • Tiffany & Co.
                                                                                                                                                                                                                • Tommy Hilfiger Corporation
                                                                                                                                                                                                                • Van Cleef & Arpels
                                                                                                                                                                                                                • Volkswagen of America, Inc.
                                                                                                                                                                                                                • Warnaco Group Inc., The
                                                                                                                                                                                                                • Yves Saint Laurent

                                                                                                                                                                                                                The Premium Brand and Luxury Consumer - US - December 2014

                                                                                                                                                                                                                £3,199.84 (Excl.Tax)