Description

“Attracting Gen Z and Young Millennial shoppers is the key to sustaining a luxury brand. Luxury retailers and brands must continue innovating and connecting to a digitally-minded younger audience. Offering items at entry-level price points can encourage brand loyalty that will last until these younger adults reach their full earning potential. A focus on sustainability will also help attract these more environmentally-conscious younger consumers.”
– Tamara Sender Ceron, Senior Fashion Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on the luxury goods market
  • The total value of the luxury goods market, the value by products and by regions
  • Where consumers buy luxury goods from and what channels they use
  • Changes in luxury goods shopping behaviours and priorities as a result of the pandemic
  • Interest in future luxury shopping behaviours and innovations.

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • France
    • Germany
    • Italy
    • Spain
    • UK
    • US
    • China
    • Report scope
    • Mintel market sizes
    • Defining luxury goods
    • Product breakdown
    • Geographical breakdown
    • Consumer research
    • Company profiles
    • Financial definitions
  2. Executive Summary

    • Impact of COVID-19 on luxury goods retail
      • Figure 1: Short, medium and long term impact of COVID-19 on luxury goods retailing, August 2021
    • The market
    • Luxury market rebounds in 2021
      • Figure 2: Global luxury market: market size, reported and total retail sales and forecasts (excluding VAT), 2016-26
    • Fashion holds largest share of luxury market
      • Figure 3: Global luxury market: percentage analysis of sales by product, 2020
    • APAC accounts for 46% of luxury sales
      • Figure 4: Global luxury market: percentage analysis of sales by region, 2020
    • The consumer
    • COVID-19 hampers purchasing levels across Europe
      • Figure 5: Consumers who have bought luxury goods in the last 18 months, 2017-21
    • Beauty most purchased category
      • Figure 6: Types of luxury goods bought in the last 18 months, 2021
    • Growing shift towards buying luxury online
      • Figure 7: Where luxury goods were bought in the last 18 months, 2021
    • Focus on sustainability rises
      • Figure 8: Impact of COVID-19 on luxury shopping behaviours, which factors have become more important, 2021
    • Role of social media increases
      • Figure 9: Consumers behaviours in the past 18 months, 2021
    • Companies and brands
    • LVMH is the world’s largest luxury company
      • Figure 10: Leading luxury companies, % CAGR in revenues, 2015-20
    • Online and social media come to the forefront
  3. Issues and Insights

    • Plenty of positives for luxury goods despite the COVID hit
    • What are the main opportunities for luxury growth?
    • Targeting digitally-minded younger shoppers
    • Tapping into growing importance of sustainability
    • Growing role of social media
    • Using technology to improve the online experience
  4. COVID-19 and Luxury Goods Retailing

    • The market
    • Impact of COVID-related store closures partially offset by online growth
    • All sectors affected to similar degrees
    • COVID-19 impact has varied considerably by region
    • HNWI numbers and wealth relatively unaffected
    • Global tourism decline pushes luxury sales back into domestic markets
    • The consumer
    • Pandemic causes declines in purchasing of luxury goods
    • Sustainability and ethics rise up consumer agendas
    • Companies and brands
    • Online innovation drives channel growth during COVID-19 pandemic
  5. The Market – Key Takeaways

    • Pandemic hits sales but Asia Pacific limits impact
    • Demand in 2021 bounces back to higher than pre-pandemic levels
    • Increasing preference for retail over wholesale is also driving market growth
    • Fashion and leather goods account for approaching half of sales
    • Asia-Pacific region grows in importance
    • Japan retains spot as largest luxury goods market
  6. Market Size and Forecast

    • Impact of COVID-19 on luxury goods retail
      • Figure 11: Short, medium and long term impact of COVID-19 on luxury goods retailing, August 2021
    • Mintel’s market size methodology
    • The impact of the switch to owned retail outlets
    • Mintel’s market size and forecast
      • Figure 12: Global luxury market: market size, reported and total retail sales and forecasts (excluding VAT), 2016-26
  7. Product Segmentation

    • Mintel’s segmentation methodology
    • Market size breakdown
      • Figure 13: Global luxury market: percentage analysis of sales by product, 2020
      • Figure 14: Global luxury market: sales by product, 2010-20
      • Figure 15: Global luxury market: percentage analysis of sales by product, 2010-20
    • Fashion and leather goods
      • Figure 16: Global luxury market: fashion and leather goods sales, 2016-20
    • Perfumes and cosmetics
      • Figure 17: Global luxury market: perfumes and cosmetics sales, 2016-20
    • Watches and jewellery
      • Figure 18: Global luxury market: jewellery and watches sales, 2016-20
  8. Regional Breakdown

    • Mintel’s segmentation methodology
    • Market size breakdown
      • Figure 19: Global luxury market: percentage analysis of sales by region, 2020
      • Figure 20: Global luxury market: sales by region, 2010-20
      • Figure 21: Global luxury market: percentage analysis of sales by region, 2010-20
  9. Country Market Sizes

    • Spend per capita
      • Figure 22: Global luxury market: wealth per HNWI by region, 2020
    • Luxury spending by country
      • Figure 23: Global luxury market: top 10 luxury goods markets, 2016-20
      • Figure 24: Global luxury market: top 10 countries in the luxury goods market by share of luxury spending, 201
    • Americas
      • Figure 25: Global luxury market: leading luxury goods markets in the Americas region, 2016-20
      • Figure 26: Global luxury market: luxury markets’ shares of all luxury spending in the Americas region, 2016-20
    • Asia-Pacific
      • Figure 27: Global luxury market: leading luxury goods markets in the Asia-Pacific region, 2016-20
      • Figure 28: Global luxury market: luxury markets’ shares of all luxury spending in the Asia-Pacific region, 2016-20
    • Europe
      • Figure 29: Global luxury market: leading luxury goods markets in the Europe region, 2016-20
      • Figure 30: Global luxury market: luxury markets’ shares of all luxury spending in the Europe region, 2016-20
  10. Market Drivers

    • Economic background
    • Global uncertainty: COVID-19 knocks back the global economy
      • Figure 31: The global economy: forecast GDP percentage growth rates, constant prices US$, 2020-26
    • Global uncertainty: the US-China trade war
    • Global uncertainty: Brexit
    • Currency
      • Figure 32: Leading international currency exchange rates, 2010-20
    • The who, where and why of the luxury goods consumer
    • Who?
    • High Net Worth Individuals (HNWIs)
      • Figure 33: HNWIs by level of wealth, 2020
      • Figure 34: Share of wealth of HNWIs, 2020
    • HNWIs: regional view
      • Figure 35: Number of HNWIs by region, 2013-20
      • Figure 36: Wealth of HNWIs by region, 2020
      • Figure 37: Top 10 largest HNWI populations, 2019 and 2020
    • High Earners Not Rich Yet (HENRYs)
    • Where they shop
    • Shopping channels
      • Figure 38: Where luxury branded items have been bought in the past 18 months, 2020
    • Buying outside of the home market
      • Figure 39: International inbound tourism, 2018-20
  11. The Consumer – Key Takeaways

    • Younger shoppers drive demand for luxury
    • Women dominate luxury beauty purchasing
    • Travel bans lead to a drop in global tourism
    • Environmentally-friendly positioning more popular since pandemic
    • The role of social media increases
  12. Who Buys Luxury Goods

    • COVID-19 hampers purchasing levels across Europe
      • Figure 40: Consumers who have bought luxury goods in the last 18 months, 2017-21
    • Men remain the main luxury shoppers in Europe
      • Figure 41: Consumers who have bought luxury goods in the last 18 months, by gender, 2021
    • Younger shoppers drive demand for luxury
      • Figure 42: Consumers who have bought luxury goods in the last 18 months, by age, 2021
    • COVID-19 impacts lower income consumers
      • Figure 43: European consumers who have bought luxury goods in the last 18 months, by monthly household income, 2021
    • High income UK consumers more likely to spend on luxury
      • Figure 44: UK consumers who have bought luxury goods in the last 18 months, by monthly household income, 2021
    • US consumers earning more than $75,000 keen luxury shoppers
      • Figure 45: US consumers who have bought luxury goods in the last 18 months, by monthly household income, 2021
    • China’s luxury purchasing driven by women
      • Figure 46: China: consumers who have bought luxury goods in the last 18 months, by gender, age and monthly household income, 2021
  13. What They Buy

    • Beauty most purchased category
      • Figure 47: Types of luxury goods bought in the last 18 months, 2021
      • Figure 48: Breakdown of the types of luxury goods bought in the last 18 months
    • Women drive beauty purchasing
      • Figure 49: Consumers who have bought luxury beauty items in the past 18 months, by gender, 2021
    • Men more likely to buy luxury clothing in Germany, France and Spain
      • Figure 50: Consumers who have bought luxury clothing items in the past 18 months, by gender, 2021
    • Watches and jewellery popular with male US and Chinese shoppers
      • Figure 51: Consumers who have bought luxury watches and jewellery items in the past 18 months, by gender, 2021
    • Luxury fashion accessories popular with UK male shoppers
      • Figure 52: Consumers who have bought luxury fashion accessory items in the past 18 months, by gender, 2021
  14. Where They Shop

      • Figure 53: Where luxury goods were bought in the last 18 months, 2021
    • COVID-19 impacts domestic luxury market
      • Figure 54: Consumers who bought luxury goods in-store in home country in the last 18 months, 2019-21
    • Travel bans lead to a drop in global tourism
      • Figure 55: Consumers who bought luxury goods in-store abroad in the last 18 months, 2019-21
    • Online luxury shopping takes off in China, Italy and US
      • Figure 56: Consumers who bought luxury good online in the last 18 months, 2019-21
    • Reduction in travel means fewer Chinese tourists shopping in stores abroad
  15. How COVID-19 Has Impacted Luxury Shopping Behaviours

    • Environmentally-friendly positioning more popular since pandemic
    • Authenticity matters
      • Figure 57: Impact of COVID-19 on luxury shopping behaviours, which factors have become more important, 2021
    • Fashion trends have become less important since pandemic
    • Chinese shoppers want low-key brands
      • Figure 58: Impact of COVID-19 on luxury shopping behaviours, which factors have become less important, 2021
  16. Current and Future Luxury Shopping Behaviour

    • The role of social media increases
    • Resell luxury market expected to grow
      • Figure 59: Consumers behaviours in the past 18 months, 2021
    • Shoppers interested in second-hand luxury
    • Chinese shoppers interested in attending brand-led events
      • Figure 60: Behaviours consumers have not done but would be interested in doing, 2021
  17. Impact of COVID-19 on Luxury Goods Behaviours

    • Concerns over risk of infection remain
      • Figure 61: Extremely worried about exposure to COVID-19/coronavirus*, 2021
    • Consumers’ spending on beauty products remain stable
      • Figure 62: Consumers spending on beauty products and toiletries since the pandemic*, 2021
    • Clothing and accessories take a hit
      • Figure 63: Consumers spending on clothing and accessories since the pandemic*, 2021
    • Consumers opt to online shop to avoid crowded stores
      • Figure 64: Changes in behaviour due to COVID-19*
  18. Companies and Brands – What You Need to Know

    • LVMH is the world’s largest luxury company
    • Aggregate sales down year-on-year in all regions in 2020
    • Leaders increase their grip on the market
    • French companies dominate, while Ralph Lauren drops out of Top 10
    • Online and social media come to the forefront
    • Ecommerce capabilities grow amidst pandemic
  19. Company Metrics

    • Rankings
      • Figure 65: Leading luxury companies, by net revenues, 2018-20
    • Revenue growth rates
      • Figure 66: Leading luxury companies, % CAGR in revenues, 2015-20
    • Product revenue mix
      • Figure 67: Leading luxury companies, revenue by product group, 2020
      • Figure 68: Leading luxury companies, revenue by product group, 2020
      • Figure 69: Leading luxury companies, percentage point change in product mix by product group revenue, 2016-20
    • Regional revenue growth
      • Figure 70: Leading luxury companies, total revenue by region, 2016-20
    • Store numbers
      • Figure 71: Selected leading luxury retailers, estimated store numbers, 2020
    • Brand ownership
      • Figure 72: Brand ownership, by leading luxury companies, 2021
  20. Market Shares

    • Luxury leaders increase their grip on the market
      • Figure 73: Leading luxury goods groups’ shares of all luxury goods sales, 2020
      • Figure 74: Leading luxury goods groups, share of all luxury goods sales, 2018-20
    • Product market shares
      • Figure 75: Leading luxury goods groups’ shares of all luxury fashion/leather goods sales, 2020
      • Figure 76: Leading luxury goods groups’ shares of all luxury perfumes/cosmetics goods sales, 2020
      • Figure 77: Leading luxury goods groups, share of all luxury watches/jewellery goods sales, 2020
  21. Online and Social Media

    • The market
    • The outlook
    • Retailers work on integrating offline and online shopping experiences
    • Retailers experiment with augmented reality technology to enhance shopping experiences
      • Figure 78: Gucci virtual sneaker, 2021
    • Brands launch virtual stores
      • Figure 79: Dior’s virtual boutique, 2020
    • The brands online
      • Figure 80: Major luxury brands: Number of markets with transactional websites, 2017-21
    • Pureplay luxury etailers
    • Net-a-Porter, Mr Porter launch new ‘glanceable’ iOS widgets
    • Yoox launches dedicated Generation Z hub
    • Farfetch launches exclusive Burberry Olympia bags with 3D Experience
      • Figure 81: Farfetch, 2021
    • The Restory and Farfetch team up to launch luxury aftercare service
    • Amazon debuts ‘Luxury Stores’ with Oscar de la Renta
    • Social media
    • Brands leverage in-app shopping features
  22. Launch Activity and Innovation

    • Brands push forward with sustainability agendas
    • Handbag Clinic launches partnership with Fenwick
    • Hurr Collective launches footprint tracker feature
      • Figure 82: Hurr carbon footprint calculator
    • Rebag expands to watches and fine jewellery categories
    • Selfridges sells vertically-farmed produce from its own store
      • Figure 83: Project Earth food edit 2020
    • Kering invests in rental handbag service Cocoon
    • Ecommerce capabilities grow amidst pandemic
    • Salvatore Ferragamo teams up with Microsoft
      • Figure 84: Salvatore Ferragamo personalisation tool 2020
    • Farfetch launches style advisor with Karla Welch’s Wishi
    • Burberry launches virtual replica of Tokyo flagship store
      • Figure 85: Burberry virtual store 2021
    • Pandemic heightens role of virtual reality technology
    • Chanel launches Lipscanner app
      • Figure 86: Chanel Lipscanner App 2021
    • Gucci launches Gucci Sneaker Garage
    • Burberry launches AR Pocket bag experience
      • Figure 87: Burberry AR pocket bag feature 2021
    • In-store experiences
    • Burberry blends physical and digital with first social retail store in China
      • Figure 88: Burberry’s ‘social store’ in China, 2020
    • Swarovski opens first Crystal Studio in the UK
    • Selfridges teams up with SoulCycle to open first Outside Studio
      • Figure 89: SoulCycle Studio with Selfridges 2021
    • Anya Hindmarch reveals plans for new physical retail concept The Village
    • Selfridges reveals permanent bike shop at Oxford Street flagship
      • Figure 90: Selfridges bike shop 2021
    • Pop ups
    • Selfridges reveals first kitchen pop-up
    • Stella McCartney celebrating reopening with a series of pop-ups
    • Burberry launching ‘Animal Kingdom’ pop-ups
    • Rent the Runway launches Swap Stop traveling pop-up experience
  23. Burberry

    • What we think
    • Livestreamed Spring/Summer 2021 fashion show
    • Burberry launches virtual replica of Tokyo flagship store
    • Burberry blends physical and digital with first social retail store in China
    • Burberry launches digital and in-store ‘Animal Kingdom’ pop-ups
    • Burberry launches AR Pocket bag experience
    • Burberry launches World of Olympia pop-up at Harrods
    • Burberry launches fabric recycling scheme with British Fashion Council
    • Burberry teams up with students from IBM to create prototype system for product traceability
    • Company background
    • Company performance
      • Figure 91: Burberry Group Plc: Group financial performance, 2016/17-2020/21
      • Figure 92: Burberry Group Plc: revenue by product division, 2016/17-2020/21
      • Figure 93: Burberry Group Plc: Outlet data, 2016/17-2020/21
    • E-commerce
  24. Estée Lauder

    • What we think
    • The Estée Lauder Companies increases share in DECIEM
    • QVC expands Estée Lauder partnership with livestream video launch
    • Estée Lauder terminates Rodin Olio Lusso brand
    • Estée Lauder launches Uber delivery partnership
    • Estée Lauder launches Snapchat AR makeup try-on
    • Company background
    • Company performance
      • Figure 94: Estée Lauder Companies: group financial performance, 2014/15-2020/21
      • Figure 95: Estée Lauder Companies: group financial performance, by region, 2015/16-2020/21
      • Figure 96: Estée Lauder Companies: group financial performance, by product category, 2015/16-2020/21
    • Q1 2022
    • E-commerce
  25. Hermès

    • What we think
    • Sustainable flagship
    • Fungus handbag
    • Hermès adds to lipstick collection
    • Company background
    • Company performance
      • Figure 97: Hermès: financial performance, 2016-20
      • Figure 98: Hermès: group sales, by region, 2016-20
      • Figure 99: Hermès: group sales by product category, 2016-20
    • Q1 2021
    • E-commerce
  26. Kering

    • What we think
    • Rental and resale
    • A wave of pop-up stores to capture the imagination as lockdown restrictions ease
    • Ultra-personalised beauty experience
    • Maximising on the lifestyle potential of its brands
    • Alternative sourcing and eco-friendly fabric innovation
    • Company background
    • Company performance
      • Figure 100: Kering: financial performance, 2016-20
      • Figure 101: Kering Luxury: breakdown of revenue by region, 2016-20
      • Figure 102: Kering Luxury: directly-operated stores, 2019 and 2020
    • E-commerce
  27. L’Oréal Luxe

    • What we think
    • L’Oréal Group brands launch sustainable and ethical innovations
    • Diesel launches Antimicrobial Unisex Capsule Collection
    • Urban Decay’s first vegan Naked palette 
    • Lancôme launches First Global Sustainability Programme
    • L’Oréal launches make-up recycling across UK shops
    • Giorgio Armani reveals new sustainable fragrance pillar
    • Ralph Lauren launches Custom Polo Program…
    • …while Giorgio Armani launches made-to-order service for womenswear
    • Valentino launches virtual open house
    • Valentino’s first makeup collection
    • Company background
    • Company performance
      • Figure 103: L’Oréal Luxe: financial performance,2016-20
    • E-commerce
  28. LVMH

    • What we think
    • A broad geographical spread
    • Tiffany deal increases presence in watches & jewellery category
    • Off-White purchase brings new, more diverse audience
    • Sustainability growing in importance
    • What next?
    • Company background
    • Company performance
      • Figure 104: LVMH: group financial performance, 2016-20
      • Figure 105: LVMH: distribution of luxury revenues by region, 2016-20
      • Figure 106: LVMH Group: distribution of luxury revenues by product category, 2016-20
      • Figure 107: LVMH: outlet data, 2019 and 2020
      • Figure 108: LVMH: store numbers by Luxury division, 2018-20
      • Figure 109: LVMH: luxury goods ‘maisons’ by division, 2021
    • E-commerce
    • Tiffany
      • Figure 110: Tiffany: group financial performance, 2018-20
      • Figure 111: Tiffany: distribution of revenues by region, 2018-20
      • Figure 112: Tiffany: outlet data, 2020
  29. Prada

    • What we think
    • First campaign for Galleria handbag
    • Art in Prada Mode
    • Prada launches organic denim for pre-autumn 2021
    • Prada expands Re-Nylon range
    • Prada brings customers behind the scenes
    • Company background
    • Company performance
      • Figure 113: Prada Group: financial performance, 2016-20
      • Figure 114: Prada Group: net revenues breakdown, by channel, 2016-20
      • Figure 115: Prada Group: net retail revenues breakdown, by brand, 2016-20
      • Figure 116: Prada Group: net retail revenues breakdown, by region, 2016-20
      • Figure 117: Prada Group: net retail revenues breakdown, by product line, 2016-20
      • Figure 118: Prada Group: directly-operated stores, 2016-20
    • E-commerce
  30. Ralph Lauren

    • What we think
    • Working hard in the physical space to woo back shoppers
    • Augmented reality experiences to keep brand ahead in the digital space
    • Made-to-order service
    • Targeting aspiring luxury sportswear shoppers
    • New eco-friendlier fabric dyeing processing
    • A new affordable and sustainable method to owning luxury fashion
    • Company background
    • Company performance
      • Figure 119: Ralph Lauren Corporation: group financial performance, 2016/17-2020/21
      • Figure 120: Ralph Lauren Corporation: global directly-operated stores and concessions, 2016/17-2020/21
    • E-commerce
  31. Richemont

    • What we think
    • New fashion-forward strategy as competition intensifies in ‘hard’ luxury
    • Virtual boutiques and enhanced mobile shopping experiences
    • New Chinese marketplace venture with Alibaba and Farfetch
    • ‘Digital passports’ to boost traceability of garments
    • Company background
    • Company performance
      • Figure 121: Richemont: group financial performance, 2016/17-2020/21
      • Figure 122: Richemont: revenues by region, 2016/17-2020/21
      • Figure 123: Richemont: revenues by product, 2016/17-2020/21
      • Figure 124: Richemont: revenues by maison, 2016/17-2020/21
    • E-commerce
  32. Shiseido

    • What we think
    • Shiseido sells mass-market personal care brands in $1.5 billion deal
    • Shiseido opens virtual-technology led store in Ginza
    • Shiseido to focus on holistic beauty
    • Shiseido launches sustainable options
    • Company background
    • Company performance
      • Figure 125: Shiseido: group financial performance, 2016-20
      • Figure 126: Shiseido: group sales performance, by region, 2016-20
    • Q1 2020
    • E-commerce
  33. Swatch Group

    • What we think
    • Premium priced timepieces leading the recovery in Swiss watch exports
    • New immersive travel retail shopping experience
    • Stepping up direct-to-consumer sales with one-click social commerce
    • Boosting brand awareness through celebrity partnerships
    • Company background
    • Company performance
      • Figure 127: Swatch Group: financial performance by brand, 2016-20
      • Figure 128: Swatch Group: net sales by region, 2016-20
      • Figure 129: Swatch Group: watches and jewellery segment financial performance, 2016-20
    • Ecommerce
  34. Tapestry

    • What we think
    • Expanded digital capabilities and services drive ecommerce sales
    • Coach makes a big splash with affordable Jennifer Lopez collaboration
    • Kate Spade strengthening commitment to responsible sourcing
    • Company background
    • Company performance
      • Figure 130: Tapestry Inc.: group financial performance, 2015/16-2019/20
      • Figure 131: Tapestry Inc.: net sales, by region, 2015/16-2019/20
      • Figure 132: Tapestry Inc.: product sales breakdown, 205/26-2019/20
      • Figure 133: Tapestry Inc.: directly-operated stores, 2015/16-2019/20
    • E-commerce
  35. Tod’s Group

    • What we think
    • A potential takeover target for a bigger group, possibly LVMH
    • Reaching out to influencers to broaden appeal among younger generations
    • A more enriched and user-friendly digital experience
    • Expanded customisation options
    • Seasonal pop-up concept to target the wealthy while on holiday
    • Company background
    • Company performance
      • Figure 134: Tod’s Group: group financial performance, 2016-20
      • Figure 135: Tod’s Group: sales, by region, 2019 and 2020
      • Figure 136: Tod’s Group: sales by product type, 2019 and 2020
      • Figure 137: Tod’s Group: sales, by brand, 2019-20
      • Figure 138: Tod’s Group: sales by distribution channel, 2019-20
    • Ecommerce
  36. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
    • Data sources

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