"Money is not the issue" - 2014 Perspectives on Luxury
-
Upload
focus-bari -
Category
Lifestyle
-
view
75 -
download
1
description
Transcript of "Money is not the issue" - 2014 Perspectives on Luxury
![Page 1: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/1.jpg)
MONEY IS NOT THE ISSUE 2014 Perspectives on Luxury
Anna Karadimitriou
General Manager of Ad-Hoc & Online Research
![Page 2: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/2.jpg)
Our sources
![Page 3: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/3.jpg)
Our sources
ONLINE QUANTITATIVE RESEARCH especially for the II Business of Luxury Conference
FOR INTERNET USERS 500 men & women, 25+ years old, Greece
Procedure: FocusOnline Panel in just 2 days! (5/6-11-2013)
Wide expe r i ence f rom Qua l i tat ive Resea rches : «meta-knowledge »
![Page 4: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/4.jpg)
What we did
ONLINE QUANTITATIVE RESEARCH
The notion of luxury in Greece of 2014
WORDS &
IMAGES
![Page 5: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/5.jpg)
![Page 6: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/6.jpg)
At first, what does luxury mean nowadays?
![Page 7: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/7.jpg)
Clothes-Footwear
21%
Money
20% Hotel 5*
18% Yacht
12%
Gourmet meals/Spirits
10%
Restaurant
10% Jewelry
8%
Massage/ Spa
5%
% Luxury is related to… Spontaneous mentions
Car
34% House
32% Trip
28%
Entertain-ment
12%
Gadgets
5%
![Page 8: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/8.jpg)
Clothes-Footwear
21%
Money
20% Hotel 5*
18% Yacht
12%
Gourmet meals/Spirits
10%
Restaurant
10% Jewelry
8%
Massage/ Spa
5%
%
Car
34% House
32% Trip
28%
Entertain-ment
12%
Gadgets
5%
And is connected to… Spontaneous mentions
Expensive
32%
Big size
14%
Free time
16%
Comfort
12%
Many
11% Quality
11%
Beauty
11%
Enjoyment
7% Eponymous brands
7%
Show-off
5% Exaggerated
spending
8%
Distant Indifferent
5%
Calmness Peace
11%
![Page 9: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/9.jpg)
A positive notion At least one positive/negative mention
82
18
Positive mentions Negative mentions
%
![Page 10: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/10.jpg)
What’s the degree of acceptance, regarding popular statements about
luxury, from the Greek society?
![Page 11: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/11.jpg)
“I think there is something about luxury –it’s not something that people need, but it’s what they want.
It really pulls at their heart” Marc Jacobs
![Page 12: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/12.jpg)
“Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity” Coco Chanel
![Page 13: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/13.jpg)
“To me, luxury is in the simple things. I do not seek for opulence”
Francis Ford Coppola
![Page 14: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/14.jpg)
“The greatest luxury is being free” Manolo Blahnik
![Page 15: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/15.jpg)
“Luxury is wonderful, inspiring feelings of admiration and excitement”
unknown
![Page 16: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/16.jpg)
“To me luxury is to be at home with my loved ones, and the occasional massage doesn't hurt” Olivia Newton-John
![Page 17: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/17.jpg)
“Luxury is what we are missing” Focus Bari
![Page 18: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/18.jpg)
10
14
18
37
33
35
50
77
62
59
46
37
38
22
Agree Disagree
Do we agree with these statements?
“Luxury’s not something that people need, it’s what they want. It really pulls at their heart”
“Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity”
“Luxury is wonderful, inspiring feelings of admiration and excitement”
“To me, luxury is in the simple things. I do not seek for opulence”
“The greatest luxury is being free”
“Luxury is what we are missing”
“To me luxury is to be at home with my family, and the occasional massage doesn't hurt“
![Page 19: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/19.jpg)
What we value the most; Significance of attributes
25%
21%
11%
13%
9%
9%
12%
Mean
Expensive/ High cost
Great quality
Individuality/ uniqueness
Aesthetics
Rarity
Symbol/ Status
Emotional value %
![Page 20: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/20.jpg)
Is everything the same for everyone?
![Page 21: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/21.jpg)
Οι εκφάνσεις της πολυτέλειας Τυπολογίες | clusters
The posh side
of luxury
24% The inner
side of luxury
12%
The classic
side of luxury
64%
![Page 22: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/22.jpg)
The expressions of luxury Typologies | clusters
15
57
7
26
14
10
13
7
10
16
5
11
11
6
9
10 6
7
9 4
46
Classic Posh Inner
Emotional value
Symbol/status
Rarity
Aesthetics
Individuality/Uniqueness
Great Quality
Expensive/High Cost
%
![Page 23: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/23.jpg)
The posh Men and women of
Younger age from the rest of Greece
Their placement
The classic
Men mainly of
older age
The inner Women mainly
Middle aged
Attica
![Page 24: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/24.jpg)
The classic
side of luxury
64%
![Page 25: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/25.jpg)
Trips 29%
Aesthetics 15%
Quality 15%
Expensive 5* hotel 20%
Gourmet 11%
![Page 26: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/26.jpg)
“To be relaxed, to have enough time and money to make trips, going out, getting a
massage and shopping. To have my own house and many options”
The classic
side of luxury
“Luxury is something that its too-perfect – something that is
the finest expression of a product or service”
“Comfort, convenience, satisfaction, vacations, free time,
relaxation, beautiful places, quality goods”
“Expensive fabrics, haute couture, fresh fragrant flowers, unwrinkled
tablecloth, champagne, crystal glasses, attention to detail, excellent behavior
and manners”
The classic side of luxury Typologies | clusters
![Page 27: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/27.jpg)
The posh side
of luxury
24%
![Page 28: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/28.jpg)
Big size 23%
Much / many 17% Luxurious home 43%
Huge amount of money 35%
Glamour 12%
Brands 8%
![Page 29: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/29.jpg)
“Yacht, Milan, Louis Vuitton, Porche, Parties, lake Como,
suits, cigars”
The posh side of luxury
“Expensive house, expensive car, expensive clothes, expensive restaurants, expensive hotels”
“Mercedes, Lexus, Rolex, Prada,
swimming pool, mansion,
Acapulco, Monaco, expensive gadgets,
suite at a hotel”
“Wealth, opulence, glamour, glitter, eponymous brands, shopping
abroad, a model as your partner”
The posh side of luxury Typologies | clusters
![Page 30: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/30.jpg)
The inner side of luxury
12%
![Page 31: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/31.jpg)
Free time 27%
Time with the loved ones 20%
Love | joy | happiness 16%
Calmness | Peace 20%
![Page 32: "Money is not the issue" - 2014 Perspectives on Luxury](https://reader033.fdocuments.in/reader033/viewer/2022051817/548293a1b07959420c8b4829/html5/thumbnails/32.jpg)
“To enjoy your free time with the loved ones. Make gifts for no reason. To feel
safe. To be able to help others”
The inner side of luxury
“Gold, calmness, satin, enjoyment, comfort”
“Anything that imparts beauty, pleasure, happiness…
financial comfort to live something I have been dreaming of”
“Spa and pampering, relaxation, wellness, cleanliness, time for myself, spiritual
uplift, kindness, love”
The inner side of luxury Typologies | clusters
“A stone house with big windows in the countryside, with a huge
fireplace and a bookcase with the rarest books of the world”