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高級品小売業の動向分析 (2015〜2016年)

Retail Industry Luxury Trends Survey 2015-2016

発行 Conlumino 商品コード 346543
出版日 ページ情報 英文 59 Pages
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高級品小売業の動向分析 (2015〜2016年) Retail Industry Luxury Trends Survey 2015-2016
出版日: 2015年12月13日 ページ情報: 英文 59 Pages
概要

高級ブランド品を購入した人々の大半が、自国内の小売店で購入していますが、消費者の多くが「海外旅行の際に免税・割引価格で購入した方が安上がりだ」と確信しています。同時に、eコマース店舗での製品選択肢を広げることが、高級品のオンライン販売の促進につながっています。更に、どのカテゴリーでも高級ブランド品市場の中心は新興国市場に移行しつつあります。以上の理由から、高級ブランド品企業は国際的観光地やオンラインでの商品販売を拡充し、利益率の拡大や競争力の強化に努めています。

当レポートでは、世界各国のブランド品購入者へのアンケート結果に基づいて、購入を希望している、または過去12か月以内に実際に購入した高級品のカテゴリーやブランド、購入チャネル (専門店/デパート/その他、自国/海外) について分析すると共に、調査回答者の属性 (性別・年齢・年収など) ごとの傾向や、主な購入動機、国別の販売・購入傾向などについて調査しております。

第1章 イントロダクション

  • 定義
  • 分析手法

第2章 高級品の小売販売の動向と購入パターン

  • 各種高級品の特定ブランドからの購入状況 (全体的状況)
    • 衣類:回答者の大半が、Ralph Lauren/PoloやVictoria's Secretで購入したいと希望
    • サングラス:回答者の89%が、Sunglass Hutから購入
    • フットウェア:回答者の65%が、Adidasから購入
    • ジュエリー・腕時計・アクセサリー:回答者のうち、90%がwarovskiから、89%がSwatchから購入
    • かばん・革製品:回答者の相当数が、TumiやLouis Vuittonから購入
    • パーソナルケア用品:Estee Lauder、Clarins、L'Oreal Luxeに対する人気が高い
    • 文房具・カード購入:Montblancを選択した回答者が最も多い
    • 各種高級品の購入時に選択したブランド:ABC順
  • 各種チャネルでの高級ブランド品の購入・販売状況 (過去12か月間)
    • 自国内の専門店:Harry Rosen・Pandoraの購入希望者の場合、過半数が選択
    • 自国内のデパート:Estee Lauder・Qeelin・Volcomの最大の購入チャネル
    • 自国内の他形態の店舗:Patek Philippeの最大の購入チャネル
    • 海外の専門店:Louis Vuitton製品の購入者の場合、30%が選択
    • 海外のデパート:Piaget製品購入者の場合、27%が選択
    • 海外の他形態の店舗:Emilio Pucci・Balenciagaの購入者の場合、15%が選択
    • ブランド企業の自社サイト:調査回答者の14%が選択
    • 他社のWebサイト:Berluti製品購入者の最大の購入チャネル
    • 免税店:Chanel・Clarins・Givenchyに対する人気が最も高い
    • ブランド品の購入チャネル・場所:ブランド別 (ABC順)
    • 男女に関わらず、Adidasの人気が高い:製品購入チャネルは自国の専門店が主体
    • 25〜54歳の消費者ではAdidasが、次いでRalph Lauren/Poloの人気が高い:55歳以上でもAdidasの人気が高まる
    • 年収8万米ドル以下の世帯:上位ブランド4社が広く人気を集め、大半が自国の店舗で購入
    • 年収15万米ドル以上の世帯:Hugo Bossの人気が高く、かつ海外のデパートで購入する場合が多い (21%)
  • 各種高級品の特定ブランドからの購入状況 (男女別・年齢別・年収別の傾向)
    • 男性向けブランド品:衣類ではRalph Laurenが、フットウェアではPuma・Adidasの人気が高い
    • 女性向けブランド品:パーソナルケア用品ではL'Oreal Luxe・Estee Lauder・Clarinsの人気が高い
    • 25〜54歳:サングラスをSunglass Hutから購入した回答者が圧倒的に多い (89%)
    • 55歳以上:衣類・パーソナルケア用品の人気が高い
    • 年収4万米ドル以下:Victoria's SecretとRalph Lauren/Poloの人気が最も高く、注目度も大きい
    • 年収4〜8万米ドル:ジュエリーの人気が最も高いが、衣類・パーソナルケア用品も同様に高い
    • 年収8〜15万米ドル:衣類や旅行かばん・ジュエリー・パーソナルケア用品は、あらゆるブランドから満遍なく購入
    • 年収15万米ドル以上:回答者の87%が、ジュエリー・腕時計・アクセサリーをTiffany and Co.から購入
  • 高級ブランド製品カテゴリーへの支出額
    • 回答者の52〜54%が、サングラスやフットウェアには101〜400米ドルを支出
  • 高級ブランド品の購入意欲を左右した要因
    • 割引/セールス価格での購入機会:回答者が高級ブランド品を購入した際の最大の動機
  • 高級ブランド品の購入場所として人気のある地域
    • Louis Vuittonを海外で購入したことのある回答者のうち、61%が欧州にて購入
  • 過去12か月間に高級品を購入した地域のうち、人気の高い国々
    • 米国:Ralph Lauren/Poloの購入者のうち、25%が同国内の店舗で購入
    • アラブ首長国連邦 (UAE):Armani/Emporio Armani/Armani Jeans/Armani AXの購入者のうち、22%が同国内の店舗で購入
    • 中国:Michael Korsの購入者のうち、25%が同国内の店舗で購入
    • オランダ:Tommy Hilfigerの人気が最も高い
  • 海外での高級品購入を促した要因
    • Adidasを海外で購入した回答者の19%が、「自国よりも関税/租税が大幅に低く、価格が安かったから」と回答
    • Victoria's Secretを海外で購入した回答者の17%が、「自国では手に入らないから」と回答

第3章 調査回答者のプロファイルと標本サイズ

  • 調査回答者のプロファイル

第4章 Conluminoについて

図表一覧

目次
Product Code: RT4590PR

Summary

Even though the highest share of respondents purchased luxury brand items from retail stores operating in their home countries, customers confirmed that offering products at discounted and duty-free prices will definitely motivate them to shop when they are traveling abroad. Similarly, expanding the e-commerce portfolio of products will drive customers to also purchase luxury items online. Moreover, growth in luxury items is gradually shifting towards emerging markets across all product categories. As a result, luxury brand companies are taking advantage of evolving technological and consumer demands to identify factors driving the purchase of luxury items from international locations, and also to help boost profits and remain competitive.

Key Findings

The majority of respondents were more likely to buy clothing from Ralph Lauren/Polo and Victoria's Secret brands

The highest percentage of respondents bought luggage and leather goods products from Tumi and Louis Vuitton

Estee Lauder, Qeelin, and Volcom products were mostly bought from department stores in the home country (where the executives reside)

Regardless of gender, Adidas is the most popular brand for respondents, and is mainly bought from brand stores in their home country

Availability at discounted/sale price is the key motivating factor for respondents to purchase items from the luxury brands

Synopsis

Conlumino's Retail Industry Luxury Trends Survey 2015-2016 report examines luxury retail spending habits over the past 12 months and highlights key factors influencing customers' purchasing preferences for luxury brands and the channels through which they purchase these brands. It also analyzes customer spending patterns towards luxury brand categories, the impetus behind purchasing these luxury brands, and the reasons for purchasing these brands abroad. Additionally, it provides information categorized by gender, age, and annual income.

What else does this report offer?

Preferred channels for purchase: highlights respondents' list of luxury brands purchased over the last 12 months through various channels

Favorite luxury product range: examines respondents' luxury product range purchased under selected brands

Expenditure: analyzes average expenditure on luxury brand product categories purchased by respondents last year

Key motivational factors: identifies key motivational factors influencing respondents to purchase luxury brands

Popular regions for purchase: provides information about popular regions selected by respondents for purchasing their favorite luxury brands

Preferred countries for purchase: determines respondents' preferred countries for purchasing luxury products over the last 12 months

Reasons for purchase from international locations: evaluates key factors driving the purchase of luxury items from international locations

Reasons To Buy

Highlights trends that will impact luxury retail future prospects and help retail operators to realign business strategy

Assist in the development or adjustment of business expansion plans by providing information about the popular brands, preferred sales channels, and favorite overseas locations selected by customers for purchasing luxury brands last year

Helps retail companies to overcome obstacles in sales by demonstrating key motivational factors influencing customers to purchase luxury brands

Highlights the growth prospects of luxury brands across various product categories, which will allow retail operators to boost revenues by focusing on select products

Table of Contents

1. Introduction

  • 1.1. Definitions
  • 1.2. Methodology

2. Luxury Retail Trends and Purchasing Pattern

  • 2.1. Luxury product range purchased under selected brands (overall)
    • 2.1.1. The majority of respondents were more likely to buy clothing from Ralph Lauren/Polo and Victoria's Secret brands
    • 2.1.2. Of those respondents that bought Sunglasses, 89% purchased them from the Sunglass Hut
    • 2.1.3. Of respondents, 65% bought footwear products from Adidas
    • 2.1.4. Of respondents, 90% bought jewelry, watches, and accessories from Swarovski while 89% of respondents bought from Swatch
    • 2.1.5. The highest percentage of respondents bought luggage and leather goods products from Tumi and Louis Vuitton
    • 2.1.6. Estee Lauder, Clarins, and L'Oreal Luxe are the most preferred brands for respondents who shopped for personal care products
    • 2.1.7. The highest percentage of respondents bought Montblanc products when they shopped for stationery and cards
    • 2.1.8. Analysis of responses on the basis of product category - listed in alphabetical order
  • 2.2. Luxury brands purchased over the last 12 months through various channels
    • 2.2.1. Just over half of respondents were more likely to buy Harry Rosen and Pandora products from a store in their home country than abroad
    • 2.2.2. Estee Lauder, Qeelin, and Volcom products were mostly bought from department stores in the home country (where the executives reside)
    • 2.2.3. Patek Philippe is the most preferred brand for respondents who shopped from other stores in the home country
    • 2.2.4. Of those respondents that bought Louis Vuitton products over the past year, 30% purchased them from a brand store abroad
    • 2.2.5. Of respondents, 27% bought Piaget products from a department store abroad over the past year
    • 2.2.6. Of those respondents that bought Emilio Pucci and Balenciaga products over the past year, 15% purchased them from other stores operating abroad
    • 2.2.7. Of respondents, 14% bought online from the brand's website
    • 2.2.8. The highest percentage of respondents bought Berluti products online from other sites over the past year
    • 2.2.9. Chanel, Clarins, and Givenchy are the most preferred brands for respondents who shopped from duty free stores
    • 2.2.10. Analysis of responses on the basis of purchasing channel - listed in alphabetical order
    • 2.2.11. Regardless of gender, Adidas is the most popular brand, and is mainly purchased from brand stores in the home country
    • 2.2.12. Adidas is the most popular brand for 25-54s, followed by Ralph Lauren/Polo. Adidas is also starting to show universal appeal for the 55 and overs
    • 2.2.13. The top four brands appeal to all incomes up to US$80,000; mainly those purchasing from home country stores
    • 2.2.14. Hugo Boss has a high percentage of respondents (21%) in the US$150K+ bracket who say they buy goods from department stores abroad
  • 2.3. Luxury product range purchased under selected brands (by gender, age, and annual income)
    • 2.3.1. Ralph Lauren was the most popular clothing brand males, and Puma and Adidas were the most popular footwear brands
    • 2.3.2. The highest percentage of female respondents purchased personal care products from L'Oreal Luxe, Estee Lauder, and Clarins
    • 2.3.3. Overall, 89% of respondents within the 25-54 age group shopped for sunglasses from the Sunglass Hut brand
    • 2.3.4. Clothing and personal care are the most popular luxury products for the 55 and overs
    • 2.3.5. Victoria's Secret and Ralph Lauren/Polo are the top two clothing brands that appeal to respondents with income less than US$40,000
    • 2.3.6. Jewelry is popular with those earning US$40,001-US$80,000, as well as clothing and personal care
    • 2.3.7. Those earning US$80,000-US$150,000 buy from a wide range of clothing brands as well as luggage, jewelry and personal care
    • 2.3.8. Over the past year, 87% of respondents with income more than US$150,000 purchased jewelry, watches, and accessories from Tiffany and Co.
  • 2.4. Expenditure on luxury brand product categories
    • 2.4.1. Overall, 54% and 52% of respondents spend between US$101and US$400 on sunglasses and footwear respectively
  • 2.5. Key motivational factors influencing purchase of luxury brands
    • 2.5.1. Availability at discounted/sale price is the key motivating factor for respondents to purchase items from luxury brands
  • 2.6. Popular regions for purchase of luxury brands
    • 2.6.1. Of those respondents that bought the Louis Vuitton brand abroad over the past year, 61% bought it in Europe
  • 2.7. Preferred countries for purchase of luxury products over the last 12 months
    • 2.7.1. Of those respondents that bought Ralph Lauren/Polo products over the past year, 25% bought them from the stores operating in the US
    • 2.7.2. Of respondents, 22% bought Armani/Emporio Armani/Armani Jeans/Armani AX products from stores operating in the UAE over the past year
    • 2.7.3. Of those respondents that bought Michael Kors products over the past year, 25% bought them from China
    • 2.7.4. Tommy Hilfiger is the most preferred brand for respondents who shopped from stores operating in the Netherlands over the past 12 months
  • 2.8. Factors driving purchase of luxury items from international locations
    • 2.8.1. Overall, 19% of respondents state that they purchase Adidas products abroad, as the brand is much cheaper than at home because of lower duty/taxes
    • 2.8.2. In total, 17% of respondents identify unavailability of the Victoria's Secret brand in their home country as the key reason they purchase abroad

3. Respondent Profile and Sample Size

  • 3.1. Profile of respondents

4. Conlumino

  • 4.1. About Conlumino

List of Figures

  • Figure 1: Top 10 luxury brands preferred while shopped for clothing over the last 12 months
  • Figure 2: Top 10 luxury brands preferred while shopped for sunglasses over the last 12 months
  • Figure 3: Top 10 luxury brands preferred while shopped for footwear over the last 12 months
  • Figure 4: Top 10 luxury brands preferred while shopped for jewelry, watches and accessories over the last 12 months
  • Figure 5: Top 10 luxury brands preferred while shopped for luggage and leather goods over the last 12 months
  • Figure 6: Top 10 luxury brands preferred while shopped for personal care over the last 12 months
  • Figure 7: Top 10 luxury brands preferred while shopped for stationery and cards over the last 12 months
  • Figure 8: Luxury product range purchased under selected brands - Overall - A
  • Figure 9: Luxury product range purchased under selected brands - Overall - B
  • Figure 10: Luxury product range purchased under selected brands - Overall - C
  • Figure 11: Luxury product range purchased under selected brands - Overall - D
  • Figure 12: Luxury product range purchased under selected brands - Overall - E
  • Figure 13: Luxury product range purchased under selected brands - Overall - F
  • Figure 14: Top 10 luxury brands purchased over the last 12 months through brand store- home country
  • Figure 15: Top 10 luxury brands purchased over the last 12 months through department store- home country
  • Figure 16: Top 10 luxury brands purchased over the last 12 months through other store- home country
  • Figure 17: Top 10 luxury brands purchased over the last 12 months through brand store- abroad
  • Figure 18: Top 10 luxury brands purchased over the last 12 months through department store- abroad
  • Figure 19: Top 10 luxury brands purchased over the last 12 months through other store- abroad
  • Figure 20: Top 10 luxury brands purchased over the last 12 months through online from brand site
  • Figure 21: Top 10 luxury brands purchased over the last 12 months through online other site
  • Figure 22: Top 10 luxury brands purchased over the last 12 months through duty Free
  • Figure 23: Luxury brands purchased over the last 12 months through various channels - Overall - A
  • Figure 24: Luxury brands purchased over the last 12 months through various channels - Overall - B
  • Figure 25: Luxury brands purchased over the last 12 months through various channels - Overall - C
  • Figure 26: Luxury brands purchased over the last 12 months through various channels - Overall - D
  • Figure 27: Luxury brands purchased over the last 12 months through various channels - Overall - E
  • Figure 28: Luxury brands purchased over the last 12 months through various channels - Overall - F
  • Figure 29: Top 5 luxury brands purchased over the last 12 months through various channels - Gender
  • Figure 30: Top 5 luxury brands purchased over the last 12 months through various channels - Age
  • Figure 31: Top 5 luxury brands purchased over the last 12 months through various channels - Annual Income - A
  • Figure 32: Top 5 luxury brands purchased over the last 12 months through various channels - Annual Income - B
  • Figure 33: Luxury product range purchased by top 20 brands - Gender - A
  • Figure 34: Luxury product range purchased by top 20 brands - Gender - B
  • Figure 35: Luxury product range purchased by top 20 brands - Age - A
  • Figure 36: Luxury product range purchased by top 20 brands - Age - B
  • Figure 37: Luxury product range purchased by top 20 brands - Annual Income - A
  • Figure 38: Luxury product range purchased by top 20 brands - Annual Income - B
  • Figure 39: Luxury product range purchased by top 20 brands - Annual Income - C
  • Figure 40: Luxury product range purchased by top 20 brands - Annual Income - D
  • Figure 41: Expenditure on luxury brand product categories - Overall
  • Figure 42: Key motivational factors influencing purchase of luxury brands - Overall
  • Figure 43: Popular regions for purchase of luxury brands - Overall
  • Figure 44: Preferred countries for purchase of luxury products over the last 12 months - Overall - A
  • Figure 45: Preferred countries for purchase of luxury products over the last 12 months - Overall - B
  • Figure 46: Preferred countries for purchase of luxury products over the last 12 months - Overall - C
  • Figure 47: Preferred countries for purchase of luxury products over the last 12 months - Overall - D
  • Figure 48: Factors driving purchase of luxury items from international locations - Overall - A
  • Figure 49: Factors driving purchase of luxury items from international locations - Overall - B
  • Figure 50: Respondent Profile - A
  • Figure 51: Respondent Profile - B
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