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Le luxe doit-il faire la gueule pour vendre ?

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Emarketing.fr
Emarketing.fr

Etude DDB Luxe et Ipsos sur les postures visuelles du secteur du luxe - Novembre 2015

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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!
SURVEY METHODOLOGY
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
GLOBAL CONTEXT A 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 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) 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$% 70!% 67!% 70!% 82!% 75!% 22!% 23!% 28!% 32!% 40!% Basic total WORLD LUXURY TRACKING 2014-2015 * Evolution +/- 2 pts on «$Corresponds very well$»! * For China : Evolution 2008/2014! * For Europe, France & USA : Evolution 2007/2015! * For UAE: First wave in 2014 Total corresponds (7 to 10) Corresponds very well (9 to 10) Q. D7: What do you expect when you buy a luxury brand for yourself? For each of the following criteria, please indicate to what extent it is consistent with what you are looking when you buy a luxury brand for yourself. THE CAPACITY TO MAKE CONSUMERS DREAM IS MORE AND MORE IMPORTANT IN EUROPE AND IN THE US
SURVEY RESULTS
LUXURY PERCEPTION Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury 1
Quality legance Sophistication Style Pleasure Distinction Service Exclusiveness Creativity Hapiness Trendiness Investement Emotion Lightness Tradition Simplicity Superficiality Frivolousness 0$% 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 corresponds Corresponds 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 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 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$% 31!% 17!% 36!% 34!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
Investment * France USA China UAE 0$% 20$% 40$% 60$% 80$% 46!% 48!% 43!% 24!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
Trendiness * France USA China UAE 0$% 20$% 40$% 60$% 80$% 68!% 52!% 39!% 27!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
Superficiality * France USA China UAE 0$% 20$% 40$% 60$% 80$% 29!% 4!% 28!% 11!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
Happinness * France USA China UAE 0$% 20$% 40$% 60$% 80$% 55!% 61!% 50!% 30!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
Lightness * France USA China UAE 0$% 20$% 40$% 60$% 80$% 35!% 52!% 26!% 17!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
Sophistication * France USA China UAE 0$% 20$% 40$% 60$% 80$% 59!% 77!% 50!% 61!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
LUXURY ASSOCIATION Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury 2
Basis total HAPPY VS GRUMPY : GLOBAL Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury * % of 9 & 10 / 10 0$% 15$% 30$% 45$% 60$% HAPPY GRUMPY 52!% 47!% 0!%
Basis total 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 Global France USA China Beijing China Shanghai UAE 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$%! 30-39 yo 60%! High spending 71%
TOP CAMPAIGNS – BY COUNTRY Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (GLOBAL AVERAGE : 6,9) * Average of grade, from 1 to 10 7,3 7 6,6 6,5 7,2 6,8 6,6 8,2 7,9 7,7 6,5 8 7,7 7,7 8 7,9 7,6 Global France USA China Beijing China Shanghai UAE
Hugo Boss * Paris New York Beijing Shanghai Dubaï Global 0$% 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 / 10 Total 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$% 62!% 65!% 82!% 75!% 57!% 37!% 26!% 31!% 34!% 34!% 26!% 7!% 30-39 yo 13% Female 36%! 40-54 yo 38% Basis total BUYING DESIRE : BY CAMPAIGN Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (scale from 1 to 10) * % of 9 & 10 / 10 & of 7 to 10 / 10 Total corresponds (7 to 10) Corresponds very well (9 to 10) SCORE 6,9
Lanvin * Paris New York Beijing Shanghai Dubaï Global 0$% 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 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 / 10 Total corresponds (7 to 10) Corresponds very well (9 to 10) SCORE 7
Lanvin * Paris New York Beijing Shanghai Dubaï Global 0$% 25$% 50$% 75$% 100$% 67!% 66!% 87!% 81!% 57!% 47!% 28!% 24!% 42!% 36!% 28!% 11!% Female 47%! 30-39 yo 41% Basis total BUYING DESIRE : BY CAMPAIGN Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (scale from 1 to 10) * % of 9 & 10 / 10 & of 7 to 10 / 10 Total corresponds (7 to 10) Corresponds very well (9 to 10) SCORE 7
Audemars Piguet * Paris New York Beijing Shanghai Dubaï Global 0$% 25$% 50$% 75$% 100$% 71!% 68!% 77!% 91!% 67!% 55!% 27!% 14!% 31!% 42!% 34!% 16!% Basis total 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 / 10 Male 18%! 30-39 yo 22% Female 41% " 40-54 yo 38%! Higher income 41% Total corresponds (7 to 10) Corresponds very well (9 to 10) SCORE 7,3
BRAND IMAGE Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… 3
HAPPY VS GRUMPY : GLOBAL 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 » Global France USA China Beijing China Shanghai UAE 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$%! 30-39 yo 62% Average China 83$%! 30-39 yo 81% Basis total
HAPPY VS GRUMPY : GLOBAL Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… * % of 9 & 10/10 Global France USA China Beijing China Shanghai UAE 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$% 87$% Average China 89$%! 30-39 yo 90% 2. « Trendy, fashionable » Basis total
HAPPY VS GRUMPY : GLOBAL Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… * % of 9 & 10/10 Global France USA China Beijing China Shanghai UAE 68$% 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 & exclusive Trendy, fashionable Very everyday & low-price Classic, associated with a long tradition None of the above 2!% 21!% 8!% 58!% 11!% S Basis total BRAND IMAGE : BY CAMPAIGN Q3 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 BRAND IMAGE : BY CAMPAIGN Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… Very prestigious & exclusive Trendy, fashionable Very everyday & low-price Classic, associated with a long tradition None of the above 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 S DOLCE & GABBANA
Basis total BRAND IMAGE : BY CAMPAIGN Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… Very prestigious & exclusive Trendy, fashionable Very everyday & low-price Classic, associated with a long tradition None of the above 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 BRAND IMAGE : BY CAMPAIGN Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… Very prestigious & exclusive Trendy, fashionable Very everyday & low-price Classic, associated with a long tradition None of the above 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 BRAND IMAGE : BY CAMPAIGN Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… Very prestigious & exclusive Trendy, fashionable Very everyday & low-price Classic, associated with a long tradition None of the above 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 S GIVENCHY
Basis total BRAND IMAGE : BY CAMPAIGN Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… Very prestigious & exclusive Trendy, fashionable Very everyday & low-price Classic, associated with a long tradition None of the above 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
BUYING IMPULSE Q4 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 Global France USA China Beijing China Shanghai UAE 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 ? * Average of grade, from 1 to 10 40 43 31 36 30 30 50 43 42 38 41 39 38 62 59 55 Global France USA China Beijing China Shanghai UAE 36 31
Givenchy * Paris New York Beijing Shanghai Dubaï Global 0$% 17,5$% 35$% 52,5$% 70$% 38!% 59!% 41!% 43!% 21!% 24!% Basis total #1 Male 52% Female 47%! 30-39 yo 44% Female 42%! Higher Income 32% BUYING DESIRE : BY CAMPAIGN BEAUTY Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ? * % of clicks (campaign choosed)
Guerlain * Paris New York Beijing Shanghai Dubaï Global 0$% 17,5$% 35$% 52,5$% 70$% 36!% 37!% 30!% 50!% 37!% 26!% Basis total #2 Female 50%! 40-54 yo 48% BUYING DESIRE : BY CAMPAIGN BEAUTY Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ? * % of clicks (campaign choosed)
Dior * Paris New York Beijing Shanghai Dubaï Global 0$% 17,5$% 35$% 52,5$% 70$% 38!% 62!% 38!% 22!% 24!% 43!% Basis total BUYING DESIRE : BY CAMPAIGN BEAUTY Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ? * % of clicks (campaign choosed) Male 38%! 30-39 yo 38% #1 Male 70% #1 Male 50%! 30-39 yo 57%
Balenciaga * Paris New York Beijing Shanghai Dubaï Global 0$% 17,5$% 35$% 52,5$% 70$% 40!% 55!% 39!% 42!% 32!% 30!% Basis total Female 35%! Low spending 36% #3 Female 60% BUYING DESIRE : BY CAMPAIGN BEAUTY Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ? * % of clicks (campaign choosed) 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 Global France USA China Beijing China Shanghai UAE 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 ? * Average of grade, from 1 to 10 42 47 38 39 34 32 49 40 39 36 49 38 34 59 54 44 Global France USA China Beijing China Shanghai UAE 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 ? * % of clicks (campaign choosed) 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!% 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 ? * % of clicks (campaign choosed) 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!% 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 ? * % of clicks (campaign choosed) 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!% 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 ? * % of clicks (campaign choosed) 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 Global France USA China Beijing China Shanghai UAE 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 ? * Average of grade, from 1 to 10 46 52 31 38 32 23 47 41 39 38 42 37 55 52 50 Global France USA China Beijing China Shanghai UAE 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 ? * % of clicks (campaign choosed) 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 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 ? * % of clicks (campaign choosed) 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 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 ? * % of clicks (campaign choosed) 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 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 ? * % of clicks (campaign choosed) 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 lundi 23 novembre 2015
Le luxe s’associe de plus en plus au bonheur, notamment dans les pays où il est plus récent et mieux accepté lundi 23 novembre 2015
Et c’est encore plus vrai sur les plus jeunes et les plus dépensiers de notre étude. lundi 23 novembre 2015
Les plus jeunes ayant moins d’habitudes, ils ont forcément moins de tabous. lundi 23 novembre 2015
Pourquoi seulement maintenant ? lundi 23 novembre 2015
Le luxe est issu d’une longue et sérieuse tradition européenne qui n’a jamais été remise en cause. lundi 23 novembre 2015
Le sérieux des mannequins représentaient le sérieux de leur maison : entre maîtrise, intelligence, humilité et culture. lundi 23 novembre 2015
Le sérieux est une idée du travail. lundi 23 novembre 2015
Le sérieux est une idée de l’intelligence. lundi 23 novembre 2015
Le sérieux est une idée de l’art. lundi 23 novembre 2015
Le sérieux est une idée de l’argent. lundi 23 novembre 2015
Pourquoi l’expression du bonheur est-elle alors devenue possible ? lundi 23 novembre 2015
Parce que le luxe est un « écart à la norme » et que la norme a changé. lundi 23 novembre 2015
Aujourd’hui le travail est plaisant, les intellectuels dépassés, l’art vivant et la richesse assumé. lundi 23 novembre 2015
Parce qu’aujourd’hui les mannequins ne sont plus des porte-manteaux mais des porte-parole. lundi 23 novembre 2015
Parce que Cara Delevingne lundi 23 novembre 2015
lundi 23 novembre 2015
Parce qu’il n’y a pas besoin d’être sérieux tout le temps pour l’être vraiment. lundi 23 novembre 2015
Le digital permet des histoires plus riches et des endroits plus pertinents pour le sérieux d’une marque. lundi 23 novembre 2015
Les marques de luxe ont fait récemment beaucoup d’efforts pour ré-établir leur savoir-faire. lundi 23 novembre 2015
Enfin, parce qu’à ce prix-là, encore heureux qu’on le soit. lundi 23 novembre 2015
Comment sortir du lot sans sortir de sa catégorie ? lundi 23 novembre 2015
Un décor évocateur lundi 23 novembre 2015
Une exigence artistique lundi 23 novembre 2015
Une attitude autant qu’un sourire lundi 23 novembre 2015
Le sourire n’est pas un nouveau diktat mais une liberté supplémentaire. lundi 23 novembre 2015
lundi 23 novembre 2015

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Le luxe doit-il faire la gueule pour vendre ?

  • 1.
  • 2. 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!
  • 4. 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
  • 5. " 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
  • 6. 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
  • 7. " 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
  • 8. " 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
  • 10. 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$»! * For China : Evolution 2008/2014! * For Europe, France & USA : Evolution 2007/2015! * For UAE: First wave in 2014 Total corresponds (7 to 10) Corresponds very well (9 to 10) RESEARCH FOR EMOTION IS RAISING IN 2015, IN THE US AND EUROPE
  • 11. 2 UAE USA Europe China France 0$% 22,5$% 45$% 67,5$% 90$% 41!% 47!% 52!% 64!% 78!% 9!% 11!% 16!% 22!% 39!% Basic total 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) LUXURY IS SEEN AS A MEAN OF ESCAPE FROM REALITY, ESPECIALLY IN DUBAI AND IN CHINA
  • 12. 3 UAE USA Europe China France 0$% 22,5$% 45$% 67,5$% 90$% 70!% 67!% 70!% 82!% 75!% 22!% 23!% 28!% 32!% 40!% Basic total WORLD LUXURY TRACKING 2014-2015 * Evolution +/- 2 pts on «$Corresponds very well$»! * For China : Evolution 2008/2014! * For Europe, France & USA : Evolution 2007/2015! * For UAE: First wave in 2014 Total corresponds (7 to 10) Corresponds very well (9 to 10) Q. D7: What do you expect when you buy a luxury brand for yourself? For each of the following criteria, please indicate to what extent it is consistent with what you are looking when you buy a luxury brand for yourself. THE CAPACITY TO MAKE CONSUMERS DREAM IS MORE AND MORE IMPORTANT IN EUROPE AND IN THE US
  • 14. LUXURY PERCEPTION Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury 1
  • 15. Quality legance Sophistication Style Pleasure Distinction Service Exclusiveness Creativity Hapiness Trendiness Investement Emotion Lightness Tradition Simplicity Superficiality Frivolousness 0$% 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 corresponds Corresponds very well
  • 16. 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
  • 17. Basis total BOTTOM 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 Simplicity Frivolousness Lightness Frivolousness Frivolousness Tradition 2 Superficiality Superficiality Superficiality Superficiality Superficiality Superficiality 3 Frivolousness Lightness Simplicity Simplicity Simplicity Frivolousness
  • 18. Tradition * France USA China UAE 0$% 20$% 40$% 60$% 80$% 31!% 17!% 36!% 34!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
  • 19. Investment * France USA China UAE 0$% 20$% 40$% 60$% 80$% 46!% 48!% 43!% 24!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
  • 20. Trendiness * France USA China UAE 0$% 20$% 40$% 60$% 80$% 68!% 52!% 39!% 27!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
  • 21. Superficiality * France USA China UAE 0$% 20$% 40$% 60$% 80$% 29!% 4!% 28!% 11!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
  • 22. Happinness * France USA China UAE 0$% 20$% 40$% 60$% 80$% 55!% 61!% 50!% 30!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
  • 23. Lightness * France USA China UAE 0$% 20$% 40$% 60$% 80$% 35!% 52!% 26!% 17!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
  • 24. Sophistication * France USA China UAE 0$% 20$% 40$% 60$% 80$% 59!% 77!% 50!% 61!% Basis total NOTABLE DISPARITIES Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury * % of «$Corresponds very well$»
  • 25. LUXURY ASSOCIATION Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury 2
  • 26. Basis total HAPPY VS GRUMPY : GLOBAL Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury * % of 9 & 10 / 10 0$% 15$% 30$% 45$% 60$% HAPPY GRUMPY 52!% 47!% 0!%
  • 27. 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 Global France USA China Beijing China Shanghai UAE 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$%! 30-39 yo 60%! High spending 71%
  • 28. TOP CAMPAIGNS – BY COUNTRY Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (GLOBAL AVERAGE : 6,9) * Average of grade, from 1 to 10 7,3 7 6,6 6,5 7,2 6,8 6,6 8,2 7,9 7,7 6,5 8 7,7 7,7 8 7,9 7,6 Global France USA China Beijing China Shanghai UAE
  • 29. Hugo Boss * Paris New York Beijing Shanghai Dubaï Global 0$% 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 / 10 Total corresponds (7 to 10) Corresponds very well (9 to 10) SCORE 7
  • 30. Kenzo * Paris New York Beijing Shanghai Dubaï Global 0$% 25$% 50$% 75$% 100$% 62!% 65!% 82!% 75!% 57!% 37!% 26!% 31!% 34!% 34!% 26!% 7!% 30-39 yo 13% Female 36%! 40-54 yo 38% Basis total BUYING DESIRE : BY CAMPAIGN Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (scale from 1 to 10) * % of 9 & 10 / 10 & of 7 to 10 / 10 Total corresponds (7 to 10) Corresponds very well (9 to 10) SCORE 6,9
  • 31. Lanvin * Paris New York Beijing Shanghai Dubaï Global 0$% 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 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 / 10 Total corresponds (7 to 10) Corresponds very well (9 to 10) SCORE 7
  • 32. Lanvin * Paris New York Beijing Shanghai Dubaï Global 0$% 25$% 50$% 75$% 100$% 67!% 66!% 87!% 81!% 57!% 47!% 28!% 24!% 42!% 36!% 28!% 11!% Female 47%! 30-39 yo 41% Basis total BUYING DESIRE : BY CAMPAIGN Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (scale from 1 to 10) * % of 9 & 10 / 10 & of 7 to 10 / 10 Total corresponds (7 to 10) Corresponds very well (9 to 10) SCORE 7
  • 33. Audemars Piguet * Paris New York Beijing Shanghai Dubaï Global 0$% 25$% 50$% 75$% 100$% 71!% 68!% 77!% 91!% 67!% 55!% 27!% 14!% 31!% 42!% 34!% 16!% Basis total 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 / 10 Male 18%! 30-39 yo 22% Female 41% " 40-54 yo 38%! Higher income 41% Total corresponds (7 to 10) Corresponds very well (9 to 10) SCORE 7,3
  • 34. BRAND IMAGE Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… 3
  • 35. HAPPY VS GRUMPY : GLOBAL 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 » Global France USA China Beijing China Shanghai UAE 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$%! 30-39 yo 62% Average China 83$%! 30-39 yo 81% Basis total
  • 36. HAPPY VS GRUMPY : GLOBAL Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… * % of 9 & 10/10 Global France USA China Beijing China Shanghai UAE 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$% 87$% Average China 89$%! 30-39 yo 90% 2. « Trendy, fashionable » Basis total
  • 37. HAPPY VS GRUMPY : GLOBAL Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… * % of 9 & 10/10 Global France USA China Beijing China Shanghai UAE 68$% 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
  • 38. Very prestigious & exclusive Trendy, fashionable Very everyday & low-price Classic, associated with a long tradition None of the above 2!% 21!% 8!% 58!% 11!% S Basis total BRAND IMAGE : BY CAMPAIGN Q3 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
  • 39. Basis total BRAND IMAGE : BY CAMPAIGN Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… Very prestigious & exclusive Trendy, fashionable Very everyday & low-price Classic, associated with a long tradition None of the above 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 S DOLCE & GABBANA
  • 40. Basis total BRAND IMAGE : BY CAMPAIGN Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… Very prestigious & exclusive Trendy, fashionable Very everyday & low-price Classic, associated with a long tradition None of the above 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
  • 41. Basis total BRAND IMAGE : BY CAMPAIGN Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… Very prestigious & exclusive Trendy, fashionable Very everyday & low-price Classic, associated with a long tradition None of the above 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
  • 42. Basis total BRAND IMAGE : BY CAMPAIGN Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… Very prestigious & exclusive Trendy, fashionable Very everyday & low-price Classic, associated with a long tradition None of the above 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 S GIVENCHY
  • 43. Basis total BRAND IMAGE : BY CAMPAIGN Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images… Very prestigious & exclusive Trendy, fashionable Very everyday & low-price Classic, associated with a long tradition None of the above 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
  • 44. BUYING IMPULSE Q4 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
  • 45. 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 Global France USA China Beijing China Shanghai UAE 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
  • 46. TOP CAMPAIGNS – BEAUTY Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ? * Average of grade, from 1 to 10 40 43 31 36 30 30 50 43 42 38 41 39 38 62 59 55 Global France USA China Beijing China Shanghai UAE 36 31
  • 47. Givenchy * Paris New York Beijing Shanghai Dubaï Global 0$% 17,5$% 35$% 52,5$% 70$% 38!% 59!% 41!% 43!% 21!% 24!% Basis total #1 Male 52% Female 47%! 30-39 yo 44% Female 42%! Higher Income 32% BUYING DESIRE : BY CAMPAIGN BEAUTY Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ? * % of clicks (campaign choosed)
  • 48. Guerlain * Paris New York Beijing Shanghai Dubaï Global 0$% 17,5$% 35$% 52,5$% 70$% 36!% 37!% 30!% 50!% 37!% 26!% Basis total #2 Female 50%! 40-54 yo 48% BUYING DESIRE : BY CAMPAIGN BEAUTY Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ? * % of clicks (campaign choosed)
  • 49. Dior * Paris New York Beijing Shanghai Dubaï Global 0$% 17,5$% 35$% 52,5$% 70$% 38!% 62!% 38!% 22!% 24!% 43!% Basis total BUYING DESIRE : BY CAMPAIGN BEAUTY Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ? * % of clicks (campaign choosed) Male 38%! 30-39 yo 38% #1 Male 70% #1 Male 50%! 30-39 yo 57%
  • 50. Balenciaga * Paris New York Beijing Shanghai Dubaï Global 0$% 17,5$% 35$% 52,5$% 70$% 40!% 55!% 39!% 42!% 32!% 30!% Basis total Female 35%! Low spending 36% #3 Female 60% BUYING DESIRE : BY CAMPAIGN BEAUTY Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ? * % of clicks (campaign choosed) Female 44% Male 34%! 30-39 yo 43%
  • 51. 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 Global France USA China Beijing China Shanghai UAE 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
  • 52. TOP CAMPAIGNS – FASHION Q4 Of the following images, which would most encourage you to make a purchase of a bag or fashion product ? * Average of grade, from 1 to 10 42 47 38 39 34 32 49 40 39 36 49 38 34 59 54 44 Global France USA China Beijing China Shanghai UAE 34 26 39
  • 53. 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 ? * % of clicks (campaign choosed) Basis total #3 Male 27% ! 30-39 yo 45% #1 Female 64% !
  • 54. Longchamp * Paris New York Beijing Shanghai Dubaï Global 0!% 15!% 30!% 45!% 60!% 43!% 39!% 39!% 39!% 22!% 32!% 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 ? * % of clicks (campaign choosed) Female 45%! Basis total Male 27% " 30-39 yo 27% ! High spending 28% Female 46% " 40-54 yo 27% ! High income 42%
  • 55. Lancel * Paris New York Beijing Shanghai Dubaï Global 0!% 15!% 30!% 45!% 60!% 42!% 44!% 39!% 49!% 39!% 38!% 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 ? * % of clicks (campaign choosed) Basis total #1 Female 52% ! 40-54 yo 45% #1 Female 52% " 30-39 yo 50% ! High income 48%
  • 56. Louis Vuitton * Paris New York Beijing Shanghai Dubaï Global 0!% 15!% 30!% 45!% 60!% 42!% 54!% 34!% 40!% 34!% 47!% 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 ? * % of clicks (campaign choosed) 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% !
  • 57. 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 Global France USA China Beijing China Shanghai UAE 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
  • 58. TOP CAMPAIGNS – BEAUTY Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ? * Average of grade, from 1 to 10 46 52 31 38 32 23 47 41 39 38 42 37 55 52 50 Global France USA China Beijing China Shanghai UAE 35 28 47
  • 59. 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 ? * % of clicks (campaign choosed) Female 20%! 30-39 yo 45%! #3 Lower income 33%
  • 60. Winston * Paris New York Beijing Shanghai Dubaï Global 0!% 15!% 30!% 45!% 60!% 35!% 35!% 37!% 41!% 38!% 23!% 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 ? * % of clicks (campaign choosed) Female 35% ! #1 Female 52% ! 40-54 yo 45%
  • 61. Chaumet * Paris New York Beijing Shanghai Dubaï Global 0!% 15!% 30!% 45!% 60!% 33!% 52!% 33!% 37!% 22!% 21!% 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 ? * % of clicks (campaign choosed) Female 30% ! 40-54 yo 24% Male 54% ! 30-39 yo 56%
  • 62. Tag Heuer * Paris New York Beijing Shanghai Dubaï Global 0!% 15!% 30!% 45!% 60!% 46!% 55!% 44!% 47!% 32!% 52!% 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 ? * % of clicks (campaign choosed) Male 60% ! 30-39 yo 69% Male 60% ! Higher income 42% Male 57% ! High spending 50% Male 62% ! High spending 78%
  • 63. LES INFLUENCEURS DU LUXE! SOURIANT
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  • 96. LE LUXE ET LE BONHEUR lundi 23 novembre 2015
  • 97. Le luxe s’associe de plus en plus au bonheur, notamment dans les pays où il est plus récent et mieux accepté lundi 23 novembre 2015
  • 98. Et c’est encore plus vrai sur les plus jeunes et les plus dépensiers de notre étude. lundi 23 novembre 2015
  • 99. Les plus jeunes ayant moins d’habitudes, ils ont forcément moins de tabous. lundi 23 novembre 2015
  • 100. Pourquoi seulement maintenant ? lundi 23 novembre 2015
  • 101. Le luxe est issu d’une longue et sérieuse tradition européenne qui n’a jamais été remise en cause. lundi 23 novembre 2015
  • 102. Le sérieux des mannequins représentaient le sérieux de leur maison : entre maîtrise, intelligence, humilité et culture. lundi 23 novembre 2015
  • 103. Le sérieux est une idée du travail. lundi 23 novembre 2015
  • 104. Le sérieux est une idée de l’intelligence. lundi 23 novembre 2015
  • 105. Le sérieux est une idée de l’art. lundi 23 novembre 2015
  • 106. Le sérieux est une idée de l’argent. lundi 23 novembre 2015
  • 107. Pourquoi l’expression du bonheur est-elle alors devenue possible ? lundi 23 novembre 2015
  • 108. Parce que le luxe est un « écart à la norme » et que la norme a changé. lundi 23 novembre 2015
  • 109. Aujourd’hui le travail est plaisant, les intellectuels dépassés, l’art vivant et la richesse assumé. lundi 23 novembre 2015
  • 110. Parce qu’aujourd’hui les mannequins ne sont plus des porte-manteaux mais des porte-parole. lundi 23 novembre 2015
  • 111. Parce que Cara Delevingne lundi 23 novembre 2015
  • 113. Parce qu’il n’y a pas besoin d’être sérieux tout le temps pour l’être vraiment. lundi 23 novembre 2015
  • 114. Le digital permet des histoires plus riches et des endroits plus pertinents pour le sérieux d’une marque. lundi 23 novembre 2015
  • 115. Les marques de luxe ont fait récemment beaucoup d’efforts pour ré-établir leur savoir-faire. lundi 23 novembre 2015
  • 116. Enfin, parce qu’à ce prix-là, encore heureux qu’on le soit. lundi 23 novembre 2015
  • 117. Comment sortir du lot sans sortir de sa catégorie ? lundi 23 novembre 2015
  • 118. Un décor évocateur lundi 23 novembre 2015
  • 119. Une exigence artistique lundi 23 novembre 2015
  • 120. Une attitude autant qu’un sourire lundi 23 novembre 2015
  • 121. Le sourire n’est pas un nouveau diktat mais une liberté supplémentaire. lundi 23 novembre 2015