CULTURE LUXE 2018 World Luxury Tracking - SUBSCRIPTION SURVEY - Ipsos
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CULTURE LUXE 2018
Wo r l d L u x u r y Tr a c k i n g SUBSCRIPTION SURVEY
© 2018 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information
1 and may not be disclosed or reproduced without the prior written consent of Ipsos.
C U LT U R E L U X E 2 0 1 8
World Luxur y Tr a c k i n g
The principle: a socio-cultural study exploring
consumers’ relationship towards luxury
A POWERFUL 10 YEARS AN INNOVATIVE
HISTORICAL BASIS APPROACH OF DATA
Data have been collected since Open-ended questions allowing
2007, on different categories of consumers to express
luxury goods. themselves more freely, with the
possibility of quantifying key
Questions and items selected for topics expressed by them.
their relevance, analysed
The use of data science to
through a powerful archive of
understand consumer’s values,
data enriched over 10 years
perceptions and opinions.
R E T U R N TO F U N D A M E N TA L S & D Y N A M I C O F I N N O VAT I O N
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The perimeter: this year an analysis conducted across 5 key countries
to offer a « Big East » vision, with first results planned in September 2018
5 countries surveyed
CHINA, HONG-KONG,
Russia SOUTH KOREA, JAPAN, RUSSIA
2016/2018
Japan 5 700 interviews
China, HK, 2015/2018 1000 per country / 1600 in China :
SK 1100 Japan * tbc
2016/2018
People aged 18-60 / 18-70 in
Japan
Representative samples of the
richest population (Top 5 incomes
in China, Top 10 in Russia and Top
20 in South Korea, Hong-Kong and
Japan)
Fieldworks : May 2018
« BIG EAST » PERSPECTIVE IN 2018 *vs. 800 inters / pays en 2016
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C U LT U R E L U X E 2 0 1 8
World Luxur y Tr a c k i n g
Opportunity to compare & contrast with results from
Previously covered geographic areas
USA
Latin America
(Mexico / Brazil / Colombia)
Europe
(France / Germany / Italy / Spain / UK)
Middle East
(KSA - UAE)
Russia
Asia
(China / Hong-Kong / Japan / South Korea)
South East Asia
(India / Indonesia / Thailand)
GEOGRAPHICAL SCOPE
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C U LT U R E L U X E 2 0 1 8
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A comprehensive overview of the evolving perception
of luxury and key categories
Interviews Lifestyle questions A dedicated section on brands
Their attitudes toward luxury:
30mn long and categories:
‒ State of mind ‒ Level of appreciation 1. READY-TO-WEAR ACCESSORIES
‒ Values ‒ Values associated to luxury CLOTHES, BAGS, SHOES, EYEWEAR
‒ Hobbies, Travel ‒ Specific needs (toward 2. WATCHES
‒ Social media habits products, in store…) 3. JEWELLERY
4. ALCOHOLS
WINES AND LIQUORS
5. BEAUTY / FRAGRANCE
R E F O C U S I N G O N H I S TO R I C A L C AT E G O R I E S
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C U LT U R E L U X E 2 0 1 8
World Luxur y Tr a c k i n g
A hybrid study integrating
Quantitative Survey / Data Science / Strategic Planning
PROJECT MANAGEMENT STRATEGIC PLANNING DATA SCIENCE
TEAM TEAM TEAM
A C O L L A B O R AT I O N B E T W E E N 3 I P S O S T E A M S
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CULTURE LUXE 2018
World Luxury Tracking
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METHODOLOGICAL ASPECTS
C U LT U R E L U X E 2 0 1 8
World Luxur y Tr a c k i n g
The aim of the study: understanding the outlines of luxury culture and analyzing
consumer expectations across different categories and markets
TO DEFINE LUXURY CONSUMERS PROFILES TO UNDERSTAND THEIR RELATIONSHIP WITH BRANDS
Who are today’s luxury good consumers? What brands are they aware of / associate with luxury?
What is their state of mind? What do they buy? What kind of relationships do they expect from luxury brands?
What place does luxury hold in their daily life? How does their brand perception change within specific product
What are the values associated to luxury? categories?
TO DETERMINE WHICH FACTORS AFFECT THEIR PURCHASING BEHAVIOUR
Where do they prefer to buy luxury goods? What are their favourite places to shop?
How do their luxury purchase go through according to the product category?
What are their expectations in store?
How do they get information before shopping ? Who & what influences them?
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C U LT U R E L U X E 2 0 1 8
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Questionnaire
SCREENER QUESTIONS: Socio-demographic characteristics
ECONOMICAL Confidence in their country economy / in their personal future
DEFINE
ENVIRONMENT Spending intentions
Mobility and travel abroad
ATTITUDES Definition / Image / Perception of luxury – OPEN-ENDED QUESTION TOPIC MODELLING / IMAGE TAGGING
TOWARD LUXURY Category most associated to luxury
Expectations toward luxury
Role of luxury in their daily life
Expectations in a luxury goods store
PURCHASE BEHAVIOUR
UNDERSTAND
Purchase behaviour per category : category purchased / purchase intentions
/ CATEGORY
Spontaneous awareness of luxury brands in general – OPEN-ENDED QUESTION
Spontaneous awareness of luxury brands per category – OPEN-ENDED QUESTION
MEASURES RELATED
TO BRANDS
Aided brands awareness per category
Brands purchased per category (TBC)
Grade given to dwell-known brands (associated to luxury) – Luxury Brand Index - per category
MEASURES RELATED TOPIC MODELLING/
Description of the last luxury purchase per category and subcategory – OPEN-ENDED QUESTION IMAGE TAGGING
TO THE PURCHASE / Upstream : Sources of influence before the purchase per category
CATEGORY Purchase : Place of purchase per category
DETERMINE
MEASURES RELATED Motivations and barriers to buy online
TO LUXURY PURCHASE
Purchase behaviour in duty free per category : category purchased / purchase intentions
FOCUS ON DUTY FREE Specific needs in duty free stores
Attractivity by country
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Our Data Science Principle: EXPLORING VALUES AND EMOTIONS
ABUNDANT AND VARIED ANSWERS COLLECTED FROM AFFLUENTS, ILLUSTRATED THROUGH WORDS AND IMAGES
THAT PROVIDE A GREAT VARIETY IN TERMS OF FORM & CONTENT
TOPIC MODELLING IMAGE TAGGING
Processing open-ended questions through Analysing images through
Topic Modelling allows us to identify key topics Image Tagging allows to identify and better
within the corpus of verbatim, which can then understand the emotional responses that occur
be quantified and ranked. during the purchase process – upstream, during, after.
A B E T T E R U N D E R S TA N D I N G O F T H E I R VA L U E S A N D E M OT I O N S
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Our Data Science Methodology: TOPIC MODELLING + IMAGE TAGGING
1 2 3
Data associated to the open- Topics clusters or groups of frequently Definition of common dimensions
ended questions is collected used words associated together in order to:
• Definition of luxury • Understand what luxury means to every
• Description of the last purchase consumer and compare different
• Mental maps of brands perceptions between countries
The Data • Learn all useful information about their
Science last purchase and compare differences
VERBATIM clusters the between products categories / between
different different countries
topics with
the greatest • Understand how each surveyed brand
affinities to is perceived across different countries.
quantitative
PICTURES metrics
11CULTURE LUXE 2018
World Luxury Tracking
CONTENT &
EXTRACTS
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Extracts: Summary from WLT 2017
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Extracts: Key Learning from 2017 WLT
N E W C U LT U R A L B A C K G R O U N D S
W E L C O M E T O C U LT U R E L U X E !
A NEW ECONOMY A GROWING DESIRE ESSENTIALS & NEW A NEW ELITISM THROUGH
OF SIGNS FOR LUXURY HORIZONS A LUXURY CULTURE
In an uncertain world, Despite political and Consumers expect brands to We can observe a new way of
described as a « liquid world » economical uncertainties, stand out by building on their reconstructing social elitism
by many sociologists, affluent consumers are still fundamentals : a consistent through luxury and cultural
purchasing luxury goods is no optimistic and appeased, story telling : 82% in US brand anchoring. There is a cult
longer a way to showcase your willing to spend a little more (+22pts), 74% in Europe (+8 of the rare object, a wish to
identity in reaction to a static for luxury in 2018; their desire pts) and 85% in Middle East. belong to a special inner circle
mass – with signs that are more for luxury products and services But they want to be surprised of people who have a real
or less sophisticated – it is has made a clear progress : too with creative innovations, knowledge of the luxury world,
today more of a vector for +16 pts in Europe vs 2015 and unexpected, never seen before who know designers, brand
fluid interaction and expression +16 pts in US vs 2015, with a products : 70% of US Affluents history… These are the
between knowledgeable stable and high growth of 55% (+8pts), 72% in Europe (+8pts) significant trends examined
consumers that perceive luxury in Middle East. and 85% in Middle East. from the previous WLT.
and its codes as a lifestyle in
and of itself..
14C U LT U R E L U X E 2 0 1 8
World Luxur y Tr a c k i n g
Extracts: Key learning from 2017 WLT
A L U X U R Y C U LT U R E T H AT VA R I E S
F RO M C O U N T RY TO C O U N T RY
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Reminder
H I S T O R I C A L D ATA + E M O T I O N A L U N D E R S TA N D I N G
STATISTIC ANALYSIS PER COUNTRY TOP TOPICS BRANDS
HISTORICAL ANALYSIS TOP TOPICS PURCHASE
BRAND / RANKING /PROFILES T O P T O P I C S C A T E G O R I E S
16CULTURE LUXE 2018
World Luxury Tracking
TEAM
17C U LT U R E L U X E 2 0 1 8
World Luxur y Tr a c k i n g
Team
Françoise Hernaez Fourrier Natacha Chomet Charlotte Zaepfel
HEAD OF INSIGHT & CURATION INSIGHT MANAGER DATA SCIENTIST
06 99 48 21 34 01 41 98 97 73 01 41 98 91 82
francoise.hernaez-fourrier@ipsos.com Natacha.chomet@ipsos.com Charlotte.zaepfel@ipsos.com
Françoise is the Head of the Cultural Natacha coordinates the WLT fields with local Charlotte is a language expert and manages
Intelligence department. Her studies Ipsos teams and Data Scientists. the Data Science project within the WLT team.
combine quantitative analysis, strategic With over 6 years’ experience working as a
planning and innovative methodologies She carries out analysis involving text
market research analyst, she started at Ipsos in
(semantics, topic modelling…). data/pictures unstructured, such as socials
the media and digital department where she
data.
With over 20 years of experience in contributed in developing innovative
Research and Creative Agencies, she has methodologies. Since then, she has developed Charlotte conducts Topic Modelling / Image
been in charge of the WLT study since 2015, an expertise in the luxury industry and is in tagging analysis on Open-ended question in
and its new Data Science insights since charge of the WLT through which she strives to collaboration with the Insight Team and with
2017 under the format « Culture Luxe”. set a new standard for the analysis of on-going the Ipsos Project Management who
luxury market trends. coordinates fieldworks.
She is a graduate from The Sorbonne &
Pantheon-Sorbonne and has a double Her educational background includes a master’s She is a Denis Diderot graduate in Computer
degree in Linguistic and Political Sciences. degree in applied sociological and Political Linguistics.
Sciences from Paris-Dauphine University.
18CULTURE LUXE 2018
World Luxury Tracking
TIMELINES & BUDGET
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World Luxur y Tr a c k i n g
Budget
Q UA N T I TAT I V E S T U D Y + DATA S C I E N C E + S T R AT E G I C P L A N N I N G
Included:
Common core Common core Quantitative core tracker – 1000 interviews
Scope + 1 product category + every product category in 5 countries / Boost = 1600 in China
Data : Topic modelling and Semantic understanding
of verbatims and pictures
All
countries
29 000 € before VAT 35 000 € before VAT A strategic planning perspective on several market fields
Oral presentation
This document has been designed according to Ipsos Quality standards.
It was reviewed and approved by: Françoise Hernaez Fourrier – Head of Insight & Curation Dpt
20C U LT U R E L U X E 2 0 1 8
World Luxur y Tr a c k i n g
Timelines
Specific reports only on
request (.PPT, .xls)
Report for each
category (.PPT)
First Results
(.xls)
Fields
Questionnaire
April May June July August September October November December
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