Luxury and upscale women's media brands
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Transcript of Luxury and upscale women's media brands
Luxury and upscale women’s media brands
A STUDYBY LAGARDERE ADVERTISINGWITH IPSOS
LUXURY ANDUPSCALE WOMEN’S
MEDIA BRANDS
By Lagardere Global Advertising with Ipsos
- November 2012-
Luxury and upscale women’s media brands 2
METHODOLOGY
Objective To understand the influence and complementarity of the print and digital versions of upscale women’s media brands in the luxury world
HowA varied methodology which partners a quantitative online survey with a qualitative questionnaire over the phone
Where7 countries : France, Germany, Spain, Italy, UK, US and China
+
WhoWomen who have purchased luxury goods in the past 12 months (At least 3 luxury fashion items or luxury accessories, or at least 1 piece of jewellery, or 1 watch). Only high end designers brands were suggested when selecting participants.
Luxury and upscale women’s media brands
Is luxury now a global phenomenon?
Luxury: what role should the digital play?
The purpose and influence of upscale
women’s media brands throughout the luxury
worldPrint and digital: competitors or allies?
5
CONTENTS
Luxury and upscale women’s media brands
Is luxury now
a global
phenomenon
?
PART1
Luxury and upscale women’s media brands 7
LUXURY: THE SYMBOL OF ELEGANCE AND QUALITY ACROSS ALL COUNTRIES
Base: All respondents
E3. From the list that follows, please choose the values that you most often associate with luxury-13 values submitted
ELEGANCE AND QUALITYTop 2 characteristics associated with
luxury across all countries
PLEASURE SEDUCTION
“Luxury increases your social status; it makes others think that you are cool” Chen Yong, 32 yrs, China “Elegance, beauty, exclusivity, looking for something really unique and original" Maria, 47 yrs, IT
“Finest products, nice materials, pretty to look at, soft to touch, made by top designers, the best of the
best”. Amy, 30 yrs, US
N°3
+
less than 35 years oldSUCCESS / SELF CONFIDENCE / SEDUCTION
Luxury is never associated with TRADITION or INNOVATION
Luxury and upscale women’s media brands 9
FRANCE AND ITALY REMAIN THE INTERNATIONAL SYMBOLS OF LUXURY
USEUROPE CHINA
E4. And which countries do you think best represent the essence and values of luxury? Base: All respondents
+
60%
52%
52%
55%
45%
43%
79%
63%
55%
Luxury and upscale women’s media brands 11
CHANEL AND LOUIS VUITTON: EXPRESSIONS OF LUXURY WORLDWIDE
Base: All respondents
+E5. If you had to name your three favorite luxury brands, what would they be?
USEUROPE CHINA
Luxury and upscale women’s media brands 13
HO. Do you think it is important to keep up with the latest trends in luxury goods? Base: All respondents
Keeping up with the latest trends is important:
54% 45% 89%
LUXURY: THE MUST-FOLLOW TREND ESPECIALLY AMONGST CHINESE WOMEN
Higher TOP50% of incomes*, Heavy Buyers**
Sources : *The baseline for the top 50% of incomes will change according to the country. **Who have purchased at least 3 categories of products, 3 times in the past year.
+
+
Luxury and upscale women’s media brands 15
KEY POINTS - PART 1
Luxury: a global market. Chinese perceptions of luxury are becoming increasingly westernised
France and Italy, and their famous luxury brands, symbolize luxury across the globe
Luxury is associated with elegance and quality everywhere, but it can be still mingled with displays of
social standing in China
Luxury and upscale women’s media brands
PART2
Luxury: what role should the digital
play?
Luxury and upscale women’s media brands 17
PHYSICAL WORLD: THE FAVOURED MODE OF CONTACT WITH LUXURY BRANDS
H15 what other do you use to keep up with new developments in luxury? Base: All respondents
1. Shops2. Catalogues3. Articles and reports
1. Friends2. Shops3. Catalogues
1.Websites2. Women’s websites 3. Shops
Shops: + Higher TOP 50% of incomes
Friends: + > 45Yo
“I’ll go to the store and get the feel. I love feeling things, and from there I’ll make my decisions.” Constance, 40 yrs,
US
Luxury and upscale women’s media brands 18
Base: All RespondentsH15 What other sources do you use to keep up with new developments in luxury?
48
40
35
35
33
28
26
26
24
19
15
13
12
47
35
29
28
57
22
16
16
21
9
12
22
13
52
47
45
61
44
49
35
17
55
46
38
33
34
Luxury shops
Luxury brand catalogues
Articles and reports on luxury brands
Luxury brands' websites
Your friends, family members, co-workers, etc.
Celebrities / IT girls
Street style, hotspots
Private sale sites
Women's general interest websites
Luxury brands' newsletters
Attending fashion shows
Social media sites
Blogs, newsgroups, forums
In %
Heavy buyers: all touchpoints
+
Chinese women multiply touchpoints to look for luxury trends
American women are more influenced by people around them
PHYSICAL WORLD: THE FAVOURED MODE OF CONTACT WITH LUXURY BRANDS
Luxury and upscale women’s media brands 20
DIGITAL: A MUST
92%
93%
99%
“A luxury brand on the web is keeping up with the times”
A1. If a luxury brand has a web presence, would you say that the brand… Base: All respondents
Luxury and upscale women’s media brands 21
DIGITAL: A MUST, ESPECIALLY IN CHINA
A1. If a luxury brand has a web presence, would you say that the brand…
Net Agree (%)
…keeping up with the times…improving its service…closer to you
93
99
89 94
75 95
9286
76
(n=2028) (n=828) (n=815)
In Europe and US : Closer to you: - 35 yrs
Improving its service: 35-44 yrs
“With the internet, you feel you are part of it– you feel in the know. You make
the effort to look. You feel the information has been sent to you specifically -
like an email”. Zhara, 34 yrs, FR
A luxury brand present on the web is…
+Base: All respondents
Luxury and upscale women’s media brands 23
LUXURY BRAND’S WEBSITES: A KEY COMPONENT IN SALES
61%
61%
76%
People who use a website either to buy an item directly or to choose items they will buy
later in a shop:
A3. When you visit a luxury brand's website, it is generally to… Base: all respondents+
Luxury and upscale women’s media brands 26
ALL RANGE OF LUXURY PRODUCTS ARE CONCERNED BY ONLINE PURCHASE
A4. Which of the following categories of luxury goods have you purchased online? Base: person who has already purchased the category of product in a shop or online.
Clothing
Shoes
AccessoriesHandbags
Jewellery, watches
48%
43%
50%
47%
41%
48%
46%
45%
48%
39%
57%
58%
64%
57%
49%
Net online purchase
+
Luxury and upscale women’s media brands 28
60
68
55
SOME DISADVANTAGES TO BUYING LUXURY GOODS ONLINE
Base: All respondents
35
39
42
(n=2028)
(n=828)
(n=815)
A6. What keeps you personally from buying luxury goods on the internet?
Cannot try items on Risk of counterfeit items
+ > 45Yo
“I have a good overview of the products online. But it can’t replace a store where you are able to touch a product”. Corinne, 59 yrs, FR
“I don’t really like to buy my things online because I’m worried about fraud”. Liao, 31 yrs, China
China
US
Europe
70
42
47
Not as enjoyable as going to the shop
In %
+
Luxury and upscale women’s media brands 34
KEY POINTS – PART 2
Physical world is the most engaging means of brand-customer contact
According to customers, a luxury brand without a website is drastically behind the times
Luxury brands’ websites are now a key element in the purchasing of luxury goods
Social networking is not yet as powerful a tool as the websites
Luxury and upscale women’s media brands
PART3
The purpose and
influence of media
throughout the luxury
world
Luxury and upscale women’s media brands 36
THE POWER OF UPSCALE WOMEN’S MAGAZINES
87%
85%
98%
Women of the target group who read at least one upscale women’s magazine :
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
H3. Please indicate how often you read each of the following upscale women’s magazines (ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle). Responses: at least 5 to 6 times a year for the weeklies and/or 1 to 2 times a year for the monthly.
Higher TOP 50%
Heavy buyers
< 35 Yo
35-44 Yo+
+
Luxury and upscale women’s media brands 38
”I NEED MY MAGAZINE IN ORDER TO DECIDE”
Higher TOP 50%
Heavy buyers
< 35 Yo
35-44 Yo
67%
59%
96%
Upscale women’s magazines have a strong influence on purchasers of luxury goods, especially in China
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
H6A. Would you say that reading the following upscale women's magazines influences your choices and your opinions on luxury goods? Could you list the top 2 of the most influent ones ? +Base: all respondents.
+
Luxury and upscale women’s media brands 40
THE DIGITAL VERSIONS OF UPSCALE WOMEN’S MAGAZINES
Luxury and upscale women’s media brands 41
HIGH VOLUME TRAFFIC TO UPSCALE MAGAZINES’ WEBSITES
58%
48%
95%
< 35 Yo
Heavy buyers
+H9. Do you visit one of the following websites (Vogue, ELLE, Marie Claire, Harper’s Bazaar, InStyle) at least once a month?Base: All respondents
+
Women of the target group who use at least one upscale women’s magazine website :
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
Luxury and upscale women’s media brands 43
BUT AN INFLUENCE LESS IMPORTANT THAN MAGAZINES
48%
36%
94%
Influence of digital versions of upscale women’s magazines in the purchasing choices of luxury goods buyers
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
H13. Would you say that the digital versions of each of the following upscale women’s magazines, websites or mobile apps, influence your choices and your opinions concerning luxury goods ? +Base: all respondents
Luxury and upscale women’s media brands 45
Base: total respondants
ELLE AND VOGUE: INFLUENTIAL WORLDWIDE IN LUXURY
H6A. Would you say that reading the following upscale women's magazines or their digital versions influences your choices and your opinions concerning luxury goods? Could you list the top 2 of the most influential ones ?
The top 2 most influential upscale women’s brand worldwide (Magazine+digital version)
(*ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle)
Luxury and upscale women’s media brands 46
Upscale women’s magazines and their digital versions are both powerful in the world of luxury, even
more for heavy buyers
But magazines have a stronger influence on choices and opinions concerning luxury goods
Young women (-35 yrs) are even more sensible to the influence of upscale women’s magazines
Amongst these titles, the famous global brands, Elle and Vogue, still stand out from the crowd
KEY POINTS – PART 3
Luxury and upscale women’s media brands
Print and digital: competitors or
allies?
PART4
Luxury and upscale women’s media brands 48
65% 56% 97%
Base: readers or/and users of upscale women’s media brands (ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle).
LUXURY BUYERS: BI-MEDIA USERS
+
34% 44% 3%
0.9% 0.5% 0.3%
Exclusively print
Exclusively web
A mix of print & web
Women of the target group who read upscale women’s magazine or/and their websites :
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
Luxury and upscale women’s media brands 50
24
22
28
26
27
35
34
26
H14. Which of the following statements best corresponds to you when reading an upscale women’s magazine? Base: All respondents
You enjoy keeping up with luxury goods trends
You like seeing different luxury adverts, they help you form an opinion about which trends to follow
You feel like you are part of the exclusive community of the brand
You can dip into the world of luxury whenever you feel like it
You make a note of luxury items that you will buy in the shop later
You make a note of luxury items that you will buy from the brand's online shop
You can compare and contrast luxury items
You can discover new luxury brand products
42
43
36
31
33
36
4951
444743373843
50
55
51
52
58
57
54
48
44
41
MAGAZINES: A SENSORY EXPERIENCE - DIGITAL: A PRACTICAL EXPERIENCE
%More when reading an upscale magazine or when using digital versions?:
STRENGHT OF MAGAZINES AND DIGITAL VERSIONS
+
18
16
21
18
19
25
25
19
27
30
28
29
32
33
34
32
Print Web Print Web Print Web
Luxury and upscale women’s media brands 54
PRINT AND DIGITAL: AN EFFECTIVE GLOBAL STRATEGY
“In the magazines I have the latest trends but I don't have all the additional information about the items. This I can find online”. Jana, 32 yrs, GE
The advantage of the magazines is that you have the professionals’ advice, while on the internet you have lots of opinions but you have no way of knowing the credentials of the person that has written the
comment. Fanny, 30 yrs, FR
“The photos are bigger and prettier in magazines than on the internet… but the items are not as trendy, not always as up-to-date as on the websites”. Daniela, 39 yrs, GE
“When I see an advert in a magazine, I go on the website to find out more about the item and its prices. Online searching is bound to happen at some point.” Maria, 47 yrs, IT
We might see something in a magazine, and then we’ll go online to see the whole range. Magazine is first, online is second. Tracey, 46 yrs, UK
Luxury and upscale women’s media brands 55
THE POWER OF ADVERTISING
Luxury and upscale women’s media brands 56
ADVERTISING IN UPSCALE WOMEN’S MAGAZINES: THE MOST ATTRACTIVE
Get your attention
Make luxury items
look good
Help you discover luxury brands
Make you want to go shopping for luxury goods
Image Awareness Traffic
“There are magnificent ad campaigns with gorgeous visuals.... Advertising really does
make you dream… I prefer paper because with a single photo they manage to create
something truly fantastic.” Emilie, 31 yrs, France
P1. Let’s look more closely at luxury goods advertising. Please give us your opinion on each of the following sentences. More when seeing an advertising in an upscale magazine. Base: all respondents.
Adverts in upscale women’s magazines…
Top 1
Top 2
+
Luxury and upscale women’s media brands 58
Help you stay informed about luxury brand’s news
P1. Let's look more closely at luxury goods advertising. Please give us your opinion on each of the following sentences.Base: All respondents
(n=2028)
(n=828)
(n=815)
12
17
2
44
40
48
16
11
29
28
32
22
Neither
Both
Adverts on upscale women's magazine websites and apps
Adverts in upscale women's magazines
ON AND OFF-LINE ADVERTISING: AN EFFECTIVE GLOBAL STRATEGY
THE ADDITION OF DIGITAL ADVERTISING IMPROVES THE RESULT
Luxury and upscale women’s media brands 60
THE GLOBAL BRAND
Luxury and upscale women’s media brands 61
77% 70% 95%
% women of the target reading the magazine or using a digital version of
the ELLE
A POWERFUL MEDIA BRAND
E1. Now, let's talk about the "ELLE" brand in general, the magazine, the website and the mobile phone/tablet app. Are you a reader of the magazine and/or a user of the digital version ?
+
Luxury and upscale women’s media brands 63
In %Net Agree
…inspires confidence
…is a reference point in the luxury world
…inspires you to dream
You feel attached to
74 94
79 93
67 89
58 87
77
72
64
63
…inspires you and gives you ideas 74 9071
(n=2028) (n=828) (n=815)
+ > 35 Yo
+ Heavy Buyers
+ 35-44 Yo
THE 360° ELLE BRAND: A WORLD-WIDE REFERENCE POINT
E1. Now, let's talk about the "ELLE" brand in general, the magazine, the website and the mobile phone/tablet app. Would you say that…. Base: All respondents.
…helps you make decisions about luxury goods 7
494
71
Luxury and upscale women’s media brands
“ELLE has the newest products, and mixes high-street brands with designer”. Frances, 42 yrs, UK
“It gives good advice and there is information about
many products. I tend to trust the products that they
recommend and if I like it, I go and buy it…
perfumes for example”. Roberta, 29 yrs, IT
“ELLE, a very modern magazine, with up-to-
date ads. They are professional, they bring out
more trendy clothing styles, jewellery styles”.
Stephanie, 39 yrs, US
THE 360° ELLE BRAND: A WORLD-WIDE REFERENCE POINT
“About ELLE, I like the luxury brand ads and fashion
articles. They have nice people on the cover to
represent luxury brands. There are famous people that
already endorse brands”. Melissa, 27 yrs, US
Luxury and upscale women’s media brands
THE 360° BRAND: A WORLD-WIDE REFERENCE POINT
“I often go on ELLE website, I can find additional
information, detailed info about the products, other
reportages about fashion, travel beauty which are not
necessarily in the magazine. It is very clearly laid-
out, the photos are very nice, luxurious, I like it
very much.” Stefanie, 52 yrs, GE
“ELLE website goes hand in hand with the
magazine. I liked the subtitles and the dropdown
menus. I find it complements the magazine because
they show what goes on behind the scene at photo
shoots…”. Melissa, 27 yrs, US
“ELLE website has more photos, and videos. It couldn’t
replace the magazine, it adds to it. It’s a
continuation”. Margaret, 40 yrs, US
Luxury and upscale women’s media brands 66
KEY POINTS – PART 4
Buyers of luxury goods are “bi-media”, they use a mixture of upscale women magazines and digital
versions
The classic beauty of advertising in women’s magazines is a very successful way to get the
attention of luxury clientèle…
…But the addition of digital advertising enhances the
result of the campaign
The ELLE 360° brand is still a reference point for luxury clientèle world-wide
Without a doubt, print and digital form a very effective combination
Luxury and upscale women’s media brands
A STUDYBY LAGARDERE ADVERTISINGWITH IPSOS
THANK YOU FOR YOUR ATTENTION
By Lagardere Global Advertising with Ipsos
- October 2012-