Le luxe doit-il faire la gueule pour vendre ?

SURVEY MADE BY IPSOS CONNECT STRATEGIC PLANNING

DOES LUXURY NEED TO !BE GRUMPY ? ”

Ce projet a été élaboré dans le respect de la norme internationale ISO 20252 «!Etudes de marché, études sociale et d’opinion!

SURVEYMETHODOLOGY

POPULATION SURVEYED!

" 450 interviews, 90 in each city " 5 key towns : Paris, New York, Shanghai, Beijing, Dubaï • Men and women, 30-54 yo • Top 10 income with at least 1000! spent in luxury goods for the last 6 months • 15 minutes interviews " Visuals selected by Ipsos Connect and DDB, print and videos. The brands are hidden.!• Fieldwork : september and october 2015

" Corresponds very well " Corresponds reasonably well " Does not corresponds very well " Does not corresponds at all

THE QUESTIONNAIRE!

For each of the following words, please indicate to what degree they correspond to your personal idea of luxury:

Q1 : PERCEPTION OF LUXURY

1."DISTINCTION 2."PLEASURE 3." TRADITION 4." FRIVOLOUSNESS 5." TRENDINESS 6."EMOTION 7."SUPERFICIALITY 8."QUALITY 9."STYLE 10." HAPPINESS 11." EXCLUSIVENESS 12." SERVICE 13." INVESTMENT 14." CREATIVITY 15." SIMPLICITY 16." LIGHTNESS 17." ELEGANCE 18." SOPHISTICATION

THE QUESTIONNAIRE!

For each of the following images, please indicate to what degree they correspond to your personal idea of luxury.

Q2 : ASSOCIATION WITH LUXURY

To do so, please use a scale from 1 to 10, 10 indicating that this image completely corresponds to your perception of luxury, 1 indicating that it does not at all correspond to your perception of luxury. The scores in between can be used to indicate your opinion accordingly.

• 5 selected campaigns with a happy tone & 5 selected campaigns with a moody/serious tone (including 2 videos) • Visuals shown one by one • The brand is hidden

This image does not correspond at all to my personal idea of luxury!

This image corresponds very well to my personal idea of luxury!

1 2 3 4 5 6 7 8 9 10

" C5 selected campaigns with a happy tone & 5 selected campaigns with a moody/serious tone (including 2 videos)

" Visuals shown one by one " The brand is hidden

THE QUESTIONNAIRE!

And, in your opinion, which of the following phrases best describe the brands represented by these images…

Q3 : BRAND IMAGE

1."Very prestigious and exclusive. 2. Trendy, fashionable 3. Very everyday and low-price 4. Classic, associated with a long tradition 5. None of the above

" C4 selections max!" Visuals on «moodboards», shown together on one screen per category!" The brand is hidden#

THE QUESTIONNAIRE!Of the following images, which would most encourage you to make a purchase of perfume or beauty product / bag or fashion product / watch or jewelry product?

Q4 : DESIRE TO PURCHASE / INTEREST IN THE PRODUCT

GLOBALCONTEXTA luxury looking for new thrills

1

UAE

USA

Europe

China

France

0$% 22,5$% 45$% 67,5$% 90$%

70!%

70!%

75!%

73!%

88!%

21!%

23!%

25!%

26!%

48!%

Basic total

WORLD LUXURY TRACKING 2014-2015

Q. D4: Please indicate to what extent each of the following characteristics corresponds to your personal idea of luxury.

* Evolution +/- 2 pts on «$Corresponds very well$»!

* For China : Evolution 2008/2014!* For Europe, France & USA :

Evolution 2007/2015!* For UAE: First wave in 2014

Total corresponds (7 to 10)Corresponds very well (9 to 10)

RESEARCH FOR EMOTION IS RAISING IN 2015, IN THE US AND EUROPE

2

UAE

USA

Europe

China

France

0$% 22,5$% 45$% 67,5$% 90$%

41!%

47!%

52!%

64!%

78!%

9!%

11!%

16!%

22!%

39!%

Basic total


Q. D4: Please indicate to what extent each of the following characteristics corresponds to your personal idea of luxury.





LUXURY IS SEEN AS A MEAN OF ESCAPE FROM REALITY, ESPECIALLY IN DUBAI AND IN CHINA

3

UAE

USA

Europe

China

France

0$% 22,5$% 45$% 67,5$% 90$%

70!%

67!%

70!%

82!%

75!%

22!%

23!%

28!%

32!%

40!%

Basic total






Q. D7: What do you expect when you buy a luxury brand for yourself? For each of the following criteria, please indicate to what extent it is consistent with what you are looking when you buy a luxury brand for yourself.

THE CAPACITY TO MAKE CONSUMERS DREAM IS MORE AND MORE IMPORTANT IN EUROPE AND IN THE US

SURVEYRESULTS

LUXURYPERCEPTIONQ1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury

1

Qualitylegance

SophisticationStyle

PleasureDistinction

ServiceExclusiveness

CreativityHapiness

TrendinessInvestement

EmotionLightnessTradition

SimplicitySuperficiality

Frivolousness

0$% 25$% 50$% 75$% 100$%

41!%37!%

61!%72!%72!%

84!%82!%

86!%92!%

90!%90!%

89!%96!%96!%96!%

95!%95!%

99!%

12!%16!%

23!%27!%

36!%38!%

42!%48!%

51!%52!%54!%56!%57!%

63!%63!%65!%67!%

75!%

Basis total

LUXURY PERCEPTION : GLOBAL Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury

Total correspondsCorresponds very well

Basis total

TOP QUALIFIERS

Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury

* % of «$Corresponds very well$»

Global France USA China Beijing China Shanghai UAE

1 Quality Quality Quality Quality Sophistication Quality

2 Sophistication Elegance Elegance Sophistication Elegance Service

3 Elegance Pleasure Pleasure Elegance Style Creativity

Basis total

BOTTOM QUALIFIERS




1 Simplicity Frivolousness Lightness Frivolousness Frivolousness Tradition

2 Superficiality Superficiality Superficiality Superficiality Superficiality Superficiality

3 Frivolousness Lightness Simplicity Simplicity Simplicity Frivolousness

Tradition *

France

USA

China

UAE

0$% 20$% 40$% 60$% 80$%

31!%

17!%

36!%

34!%

Basis total

NOTABLE DISPARITIES



Investment *

France

USA

China

UAE

0$% 20$% 40$% 60$% 80$%

46!%

48!%

43!%

24!%

Basis total

NOTABLE DISPARITIES



Trendiness *

France

USA

China

UAE

0$% 20$% 40$% 60$% 80$%

68!%

52!%

39!%

27!%

Basis total

NOTABLE DISPARITIES



Superficiality *

France

USA

China

UAE

0$% 20$% 40$% 60$% 80$%

29!%

4!%

28!%

11!%

Basis total

NOTABLE DISPARITIES



Happinness *

France

USA

China

UAE

0$% 20$% 40$% 60$% 80$%

55!%

61!%

50!%

30!%

Basis total

NOTABLE DISPARITIES



Lightness *

France

USA

China

UAE

0$% 20$% 40$% 60$% 80$%

35!%

52!%

26!%

17!%

Basis total

NOTABLE DISPARITIES



Sophistication *

France

USA

China

UAE

0$% 20$% 40$% 60$% 80$%

59!%

77!%

50!%

61!%

Basis total

NOTABLE DISPARITIES



LUXURYASSOCIATIONQ2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury

2

Basis total

HAPPY VS GRUMPY : GLOBAL

Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury

* % of 9 & 10 / 10

0$%

15$%

30$%

45$%

60$%

HAPPY GRUMPY

52!%47!%

0!%

Basis total


Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury

* % of 9 & 10/10


47!% 17!% High spending 25%

42!% High spending 62%!

30-39 yo 56%

52!%

-

60!%

-

64 % 30-39 yo 69%

52!% 30!% 50!% 60!% 58!% 61!%

Average China 56$%!30-39 yo 60%!

High spending 71%

TOP CAMPAIGNS – BY COUNTRY Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (GLOBAL AVERAGE : 6,9)

* Average of grade, from 1 to 10

7,3

7

6,6

6,5

7,2

6,8

6,6

8,2

7,9

7,7

6,5

8

7,7

7,7

8

7,9

7,6


Hugo Boss *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0$% 25$% 50$% 75$% 100$%

65!%

85!%

78!%

74!%

54!%

32!%

27!%

36!%

30!%

29!%

30!%

10!%

Basis total

Female 39%!30-39 yo 43%

#2 Female 40%! 30-39 yo 42%

BUYING DESIRE : BY CAMPAIGN Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (scale from 1 to 10)

* % of 9 & 10 / 10 & of 7 to 10 / 10Total corresponds (7 to 10)Corresponds very well (9 to 10)

SCORE 7

Kenzo *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0$% 25$% 50$% 75$% 100$%

62!%

65!%

82!%

75!%

57!%

37!%

26!%

31!%

34!%

34!%

26!%

7!% 30-39 yo 13%

Female 36%!40-54 yo 38%

Basis total



SCORE 6,9

Lanvin *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0$% 25$% 50$% 75$% 100$%

63!%

62!%

72!%

75!%

62!%

36!%

26!%

27!%

32!%

31!%

27!%

9!% 30-39 yo 17%

Female 38%!30-39 yo 34%

Basis total



SCORE 7

Lanvin *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0$% 25$% 50$% 75$% 100$%

67!%

66!%

87!%

81!%

57!%

47!%

28!%

24!%

42!%

36!%

28!%

11!%

Female 47%!30-39 yo 41%

Basis total



SCORE 7

Audemars Piguet *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0$% 25$% 50$% 75$% 100$%

71!%

68!%

77!%

91!%

67!%

55!%

27!%

14!%

31!%

42!%

34!%

16!%

Basis total


* % of 9 & 10 / 10 & of 7 to 10 / 10

Male 18%!30-39 yo 22%

Female 41% " 40-54 yo 38%!Higher income 41%


SCORE 7,3

BRANDIMAGEQ3 And, in your opinion, which of the following phrases best describe the brands represented by these images…

3


Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images…

* % of 9 & 10/10

1. « Very prestigious and exclusive »


61$% 57$%!High spending 65%

61$%!30-39 yo 66%

60$%!

-

61$%!

-

65$%!30-39 yo 69%!Female 74%

77$% 78$%!High spending 60%

73$%!30-39 yo 70%

83$%!

-

81$%!

-71$%!

30-39 yo 81%

Average China 89$%!30-39 yo 62%


Basis total



* % of 9 & 10/10


88$%83$%!

30-39 yo 87%!High spending 85%

86$%91$%!

-

88$%!

-89$%!

Female 92%

82$%80$%!

30-39 yo 74%!High spending 70%

83$% 76$% 86$% 87$%


2. « Trendy, fashionable »

Basis total



* % of 9 & 10/10


68$%54$%!

30-39 yo 78%!Higher income 66%

61$%!30-39 yo 64%!

Higher income 73%

68$%!

-

77$%!

-78$%!

Higher income 80%

77$% 74$% 64$%78$%!

-!-

79$%!-!-

88$%

Average China 72$%

Average China 78$%!High spending 67%

4. « Classic, associated with a long tradition »

Basis total

Very prestigious & exclusiveTrendy, fashionableVery everyday & low-price

Classic, associated with a long traditionNone of the above

2!%21!%

8!%

58!%

11!%

S

Basis total

BRAND IMAGE : BY CAMPAIGNQ3 And, in your opinion, which of the following phrases best describe the brands represented by these images…

5!%12!%

5!%

51!%

27!%4!%

14!%

15!%

53!%

14!%

1!%9!%

34!%44!%

11!% 9!%

14!%

20!% 47!%

10!% 4!%11!%

9!%

64!%

12!%

B

CHLOÉ

Basis total




2!%

41!%

3!%33!%

20!%6!%

38!%

21!%

29!%

7!% 4!%

30!%

14!%37!%

15!%

6!%13!%

31!%38!%

11!% 6!%

26!%

6!%44!%

18!% 2!%

31!%

9!% 43!%

14!%

B

SDOLCE & GABBANA

Basis total




2!%20!%

2!%

46!%

30!%17!%

20!%

6!% 32!%

24!%7!%

23!%

6!%

33!%

30!%

9!%

27!%

8!% 22!%

34!%

8!%

20!%

9!%

30!%

34!%

1!%

29!%

7!%

33!%

30!%

B

S

GIVENCHY

Basis total




2!%

29!%

2!%

26!%

41!%

18!%

43!%

23!%

12!%4!% 9!%

28!%

11!% 24!%

28!%

13!%

26!%

12!%22!%

27!%8!%

19!%

11!%

36!%

27!%1!%

22!%

7!%

27!%

43!%B

S

CÉLINE

Basis total




1!%

44!%

3!% 17!%

34!%

3!%

31!%

8!% 36!%

22!%2!%

32!%

5!%22!%

38!%

23!%

8!%

17!%

52!%

5!%

25!%

6!%

27!%

38!%

3!%

37!%

1!%13!%

46!%B

SGIVENCHY

Basis total




6!%

36!%

3!% 28!%

28!%18!%

28!%

8!%

27!%

19!% 8!%

30!%

7!% 26!%

29!%

10!%

22!%

13!% 26!%

29!%6!%

28!%

7!%23!%

37!%

3!%

34!%

3!%27!%

32!%

B

S

CARTIER

BUYINGIMPULSEQ4 Of the following images, which would most encourage you to make a purchase of perfume or beauty/bag or fashion/watch or jewelry product?

4

HAPPY VS GRUMPY : GLOBAL - BEAUTY

Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ?

* % of 9 & 10/10


76$%54$%!

Female 58%!Higher income 63%

72$%!40-54 yo 78%!Female 78%

87$%!

-

74$%!

-

92$%!40-54 yo 94%!

Male 95%

81$% 87$% 70$% 74$% 82$% 93$%

Average China 81$%!40-54 yo 94%" Female 84%

Basis total

TOP CAMPAIGNS – BEAUTY Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ?


40

43

31

36

30

30

50

43

42

38

41

39

38

62

59

55


36

31

Givenchy *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0$% 17,5$% 35$% 52,5$% 70$%

38!%

59!%

41!%

43!%

21!%

24!%

Basis total

#1 Male 52%

Female 47%!30-39 yo 44%

Female 42%!Higher Income 32%

BUYING DESIRE : BY CAMPAIGN BEAUTY


* % of clicks (campaign choosed)

Guerlain *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0$% 17,5$% 35$% 52,5$% 70$%

36!%

37!%

30!%

50!%

37!%

26!%

Basis total

#2 Female 50%! 40-54 yo 48%




Dior *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0$% 17,5$% 35$% 52,5$% 70$%

38!%

62!%

38!%

22!%

24!%

43!%

Basis total




Male 38%!30-39 yo 38%

#1 Male 70%

#1 Male 50%! 30-39 yo 57%

Balenciaga *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0$% 17,5$% 35$% 52,5$% 70$%

40!%

55!%

39!%

42!%

32!%

30!%

Basis total

Female 35%!Low spending 36%

#3 Female 60%




Female 44%

Male 34%!30-39 yo 43%

HAPPY VS GRUMPY : GLOBAL - FASHION

Q4 Of the following images, which would most encourage you to make a purchase of a bag or fashion product?

* % of 9 & 10/10


66$% 57$%!Female 68%

58$%!30-39 yo 65%

68$%!

-

71$%!

-87$%!

Female 91%

82$% 78$% 80$% 87$% 80$% 87$%

Average China 69$%!Female 73%

Basis total

TOP CAMPAIGNS – FASHION Q4 Of the following images, which would most encourage you to make a purchase of a bag or fashion product ?


42

47

38

39

34

32

49

40

39

36

49

38

34

59

54

44


34

26

39

Lipault *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0!% 15!% 30!% 45!% 60!%

36!%

59!%

38!%

32!%

26!%

24!%

BUYING DESIRE : BY CAMPAIGN FASHION

Q4 Of the following images, which would most encourage you to make a purchase of a bag or fashion product ?


Basis total

#3 Male 27% ! 30-39 yo 45%

#1 Female 64% !

Longchamp *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0!% 15!% 30!% 45!% 60!%

43!%

39!%

39!%

39!%

22!%

32!%




Female 45%!

Basis total

Male 27% " 30-39 yo 27% !High spending 28%

Female 46% " 40-54 yo 27% !High income 42%

Lancel *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0!% 15!% 30!% 45!% 60!%

42!%

44!%

39!%

49!%

39!%

38!%




Basis total

#1 Female 52% ! 40-54 yo 45%

#1 Female 52% " 30-39 yo 50% ! High income 48%

Louis Vuitton *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0!% 15!% 30!% 45!% 60!%

42!%

54!%

34!%

40!%

34!%

47!%




Basis total

#1 Male 64% " Female 25% " 40-54 yo 48% ! Higher income 51%

Male 52% !30-39 yo 51% !

Male 62% !40-54 yo 55% !

HAPPY VS GRUMPY : GLOBAL – JEWELRY / WATCHES

Q4 Of the following images, which would most encourage you to make a purchase of a watch or jewelry product?

* % of 9 & 10/10


69$% 57$%!Female 70%

71$%!Female 74%

70$%!

-

68$%!

-

82$%!Male 84%!

Higher income 87%

85$% 79$%!Male 86% 68$% 90$% 89$% 97$%!

Higher income 93%

Average China 69$%!Female 74%

Basis total

TOP CAMPAIGNS – BEAUTY Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ?


46 52

31

38

32

23

47

41

39

38

42

37

55

52

50


35

28

47

Chopard *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0!% 15!% 30!% 45!% 60!%

27!%

34!%

30!%

27!%

28!%

18!%

Basis total

BUYING DESIRE : BY CAMPAIGN JEWELRY / WATCHES

Q4 Of the following images, which would most encourage you to make a purchase of a watch or jewelry product ?


Female 20%!30-39 yo 45%!

#3 Lower income 33%

Winston *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0!% 15!% 30!% 45!% 60!%

35!%

35!%

37!%

41!%

38!%

23!%

Basis total




Female 35% !

#1 Female 52% ! 40-54 yo 45%

Chaumet *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0!% 15!% 30!% 45!% 60!%

33!%

52!%

33!%

37!%

22!%

21!%

Basis total




Female 30% !40-54 yo 24%

Male 54% !30-39 yo 56%

Tag Heuer *

Paris

New York

Beijing

Shanghai

Dubaï

Global

0!% 15!% 30!% 45!% 60!%

46!%

55!%

44!%

47!%

32!%

52!%

Basis total




Male 60% !30-39 yo 69%

Male 60% !Higher income 42%

Male 57% !High spending 50%

Male 62% !High spending 78%

LES INFLUENCEURS DU LUXE!SOURIANT

LES ÉGÉRIES

PHOTOGRAPHES & RÉALISATEURS

LES ARTISTES CONTEMPORAINS

LE LUXE ET LE BONHEUR

jeudi 26 novembre 2015

Le luxe s’associe de plus en plus au bonheur, notamment dans les pays où il est plus récent et mieux accepté


Et c’est encore plus vrai sur les plus jeunes et les plus dépensiers de notre étude.


Les plus jeunes ayant moins d’habitudes,ils ont forcément moins de tabous.


Pourquoi seulement maintenant ?


Le luxe est issu d’une longue et sérieuse tradition européenne qui n’a jamais été remise en cause.


Le sérieux des mannequins représentaient le sérieux de leur maison : entre maîtrise, intelligence, humilité et culture.


Le sérieux est une idée du travail.


Le sérieux est une idée de l’intelligence.


Le sérieux est une idée de l’art.


Le sérieux est une idée de l’argent.


Pourquoi l’expression du bonheur est-elle alors devenue possible ?


Parce que le luxe est un « écart à la norme » et que la norme a changé.


Aujourd’hui le sérieux n’est plus la seule manière d’envisager son travail, d’être intelligent, de penser l’art ou de vivre sa richesse.


Parce qu’aujourd’hui les mannequins ne sont plus des porte-manteaux mais des porte-parole.


Parce que Cara Delevingne


Parce qu’il n’y a pas besoin d’être sérieux tout le temps pour l’être vraiment.


Le digital permet des histoires plus riches et des endroits plus pertinents pour le sérieux d’une marque.


Les marques de luxe ont fait récemment beaucoup d’efforts pour ré-établir leur savoir-faire.


Enfin, parce qu’à ce prix-là, encore heureux qu’on le soit.


Comment sortir du lot sans sortir de sa catégorie ?


Un décor évocateur


Une exigence artistique


Une attitude autant qu’un sourire


Le sourire n’est pas un nouveau diktat mais une liberté supplémentaire.


Le luxe doit-il faire la gueule pour vendre ?

Lifestyle

Transcript of Le luxe doit-il faire la gueule pour vendre ?