2017千禧一代奢侈品用户购买行为报告（英文版）.docx

B1.ingitonWhatmakesami1.1.ennia1.spendmore?ContentsReachingtomorrow'spremiumconsumersO1.Findingsatag1.ance021.essonsandstrategics04Themi1.1.ennia1.core06Themi1.1.ennia1.mindset10Infuenccandthepurchasedecision12Thebuyingmoment14Howandwheremi1.1.ennia1.sbuy16Persona1.isationandexperience20Puttingapriceonsustainabi1.ity22Hows1.11>ngispremiumbrand1.oya1.ty?25TheSUrVeyscope11kiM1.WI,'1.:1Newresearchshowsthecomp1.exityofthemi1.1.ennia1.consumermindsetwhenitconicstobuying1.uxuryandpremiumproductsReachingtomorrow'spremiumconsumersWhoarethepremiumcustomersoftomorrow?Howdocompaniesreachthem,infuencethem,retainthem?T<Uy(beuTmeco(hc1.uxuryMK1.IXCmiMmconuiiwr11urkebarcMi1.1.d(nutcdbyBaby-BixxnerandGc11mi<xXbu>v11indi>idhUhOWCrebocnbetmCnIbeCnd“theSecondWcddWmfrk1980-11tsgcr11ckmnia)haw3d<>fKedWfiicuf1.1.>1.incMpcnJingpMR11¼of(beg>cru1.i<I1.ia1.(u)1.owcj.bu(UIeyHSUr(4nc<wmp6<1.ubit(fut<MVrVIcwmedinancur1.ieriigc:thejcb11xiIoya1.theyva1.uegdtin<MMiwcbu)SandPaHMU1.cnuct.andthe)re*Cdu»traditiona1.brandmo3ging.Theytrcnxiewhutnxxed.1.¼ruvvcrIheyarcZUnifIFw11MufkdbjIUrWnvf!k*.Ihemtha1.kai*mi'*ni1.tennM<,Acv<M<1.inj*ohcUSC®MKBurcuu1.(beIiUfiibcrUfDcnniu1.sinI1.icUSEZcxcv(1.tnumberofbyBwn.Mi1.knnki1.smoMyJreWUPinthemtrrtm:(tJ，乂JWi<(heirWdaJpMt11¼ar1.ISOn)Co11IhcirVidi>6wvdifenni1.The)arcu1.rvjdyuninfucncia1.MidgruirenntodthePnmiUmcomu11M711urkct.ButIbeywiUwnbeewnethedxninantcmcntofIha1.market.OmpttngIZ1.u>MxdinpremiummrU<sneedtoMftknuinc1.hmi1.1.cnh1.qc£mc«ofOmMJmCdTDrwhIhemMrX1.<nvr1.I1.winib>PrrmiUEcu<IhvyneedkkfwuhuiItuxivaks(hew.uhi1.infuerv*dc11.«uJ1.*UICyMfUmeCohc¼.IiicjiI52017.ycuuisieZufCMMhU>1>cCc1.ra1.<t<t>urfmik>Iiuikct*IiMgUK.MyafJGiiuHqKfyIiWMm:"(hev<<MUpMfU1.fc<ve11mt”dIutury*,mifiIkUS4tdOiirw.*M1.*u<f1.he*c*>d'IMffOtpfuoforpJ%.<acUK*dI3y>11fc»gMvf1.1.4cft*MM1.iei1.kfttidtfxk令at3nySE35umZOwwMR3«IVKI1.mdiHKtw1.wfr-4it1.Mv>dy*v1.xg”twv1.<>31.>woMoiiE.2<nNt*(<IMM*.>a<1.I*6.1"11c;ItaC11M,rvinb;rvrr11wmJOret加4"rmjc<*ufw“漳hN<,Njie”Rgh»»h八TtzEthnrm>r*xvf'1.ifeb<(rrtk-rJKrr1.yrc<wtw0fre-du1w<<1dIbahw<JJIrr4>ww4fnnrr<f1.<MrajWMk.*11¾vnnjqur4i>n¾WMrw4tnM1.Wx1.>11W&IhCCanHmC<4bere”SXbUmeN1.>C*-*,*x<to4rCMwwt'f<o*c<e>*e3>1.SvbIS-11turiVO1.B1.tecU，IWMJ11i1.krtd例311mc,Findingsatag1.ance1.uxuryspendingisfocussedonthese1.f.InourSUrVCyrespondentsInxna1.1.R>urgeographiesweninost1.ike1.ytosay(hattheybought1.uxurytop1.easethemse1.ves,no(toimpressothersortodowhatinfuencers<xce1.ebritiessaidtheyshoukido.VVhatarethemainreasonsyouarebi1.1.ingtospendmoneyonhigh-endFashionor1.uxuryitems?19.7%I1.iketotreatmyse1.f18.0%Theyareofhighqua1.ityMiIIenniaIshearmessagesfrommu1.tip1.eChanneissimu1.taneous1.y.Mnia1.sinc1.inedtopurchase1.uxurysay(heyfndinformationfromt111.itiona1.sourcessuchasmagazines.IhrOughtovideos,websitesandb1.ogs.1.1.<>doyoufindoutaboutIhe1.atesthigh-endfashionorIUXUrynemtrends?20.5%15.1%Socia1.mediaAbrand'swebsite(ffi)14.4%EashioiimagazinesMi1.1.ennia1.1.uxurybuyingisnotroutine;thePauCrnofregu1.arbuyingisgivingWaytoamuchmorefragmentedandimpu1.sivesetofbuyingbehaviours.Whendoyoutendtoconsiderpurchasingahigh-endfashionor1.xn,item?20.5%Poraparticu1.ar(xxask>n-(c.g.wedding,party,etc)18.5%WhenIwanttotreatmyse1.fRNnch<IWu11AotmIfoiih1.11vdn«e?Morethanha1.fOfa1.1.mi1.1.ennia1.ssurveyedsti1.1.1.iketobuyinstore,butthereasonsforthisarcdifferent.whatdoyouthinkarethemainbenefitsofshoppinginstorewhenyou're1.ookingtobuyhighendfashionorIuxunitems?24.2%Cantryproducts25.6%Cantouch/fee1.theproductsuhatONEthingmostdra¼syoutoa1.uxQua1.ityiskingit'sthesing1.emostimportantattractortoabrand.91%QUaIityProdUCtSInear1.y2017De1.oittecommissionedaresearchstudyofmi1.1.ennia1.consumersinfourkeymarkets,theUS.UK.Ita1.yandChina.c.30%SpendersOnIuxurjProdUCiS20-30yearsAverageageofrespondents1,()05Tota1.respondentsacrossgeographies230+AveragerespondentspergeographyIhcmi1.1.cxwtu1.mkif以依IJWCUed.MnhikMfcmore1.ike1.yobuyfxhcmchv¼IhMnochersTheyhear»twiintwcnsaWImynotfc>1.1.owthem.MdkntiKihJffVinfiwiiKJ1.HMi-rk1.i.bu(tnrtPMefKdChgdof”丽刖丽3而nft>wcMdknnkiUKiyI1.urynukebu>M<kvMnIUard(Miinf<nu!tffhxfw)1.iMcIKHtfVc«(111.i1.icu1.11upzic.iovideosWgiIe，AnJN<f.MarkCgdi太：I1.urrvisx*kZa1.knmjm4uuxiwhenkoomctobrand<nevupcs.S0c11.mediakthew½ifcciaMxnmunuzc*mChaMdfor11mmim2rkcfx.butnMnQu.Expcncnoe皿*cMMia1.iM<kfi¼ir<xv1.uf1.purtku1.art>inUICVS.1.eehofbrandIOyahydifcrnurUtbytruei.Thenxwc11Murvdurmrie.hrk*»EfIdk>u)M1.enrwbcikch'inZ.