We will be looking at purchasing behaviour, motivations, media channels and brand preferences of the highly affluent consumers when it comes to purchasing premium and luxury products and services.
The affluent Japanese consumers tend to have a very rational view on luxury goods, thus challenging brands to shift the traditional method of luxury marketing that focuses on the intangible aspects of a product into a more product oriented method that highlights quality and durability.
PRODUCT CATEGORIES COVERED
Affluent Insights™ 2017-18 Luxury Study covers premium brands across the following categories:
- 105 Fashion & Accessories brands
- 81 Watch brands
- 66 Jewelry brands
- 82 Travel & Leisure brands
- 54 Skincare brands
- 84 Alcohol brands
Brand selection: For past purchase/ownership and future purchase plan questions, we have selected brands that are well-known luxury brands and/or are part of the competitive set of our subscribers’ brands. For brand image questions, we include subscriber brands, as well as, a sub-set of high-end luxury brands that have shown to be the most popular in our research.