Welcome to Luxury Consumer Behavior by Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg Canada s. singh@uwinnipeg. ca http: //abem. uwinnipeg. ca www. abem. ca/conference
What is a Premium Product?
What is Consumer Behaviour?
Luxury Consumers Traditional Head-to-toe covered, loyal to single brand, … Buy established brand Hermes, Dior, … Modern Not brand loyal, or loyal to one brand, … They know what they want Different desire and expectations Smart, educated, savvy discerning consumers High status
Modern Consumers Parent and children dress alike ↓ gap Cosmetics, surgery, … Luxury market cannot be segmented 40 s, 50 s, 60 s does not matter Presidents: Zimbabwe, Italy 80 s Group pressure > individual taste ↑ group pressure in Japan, France, Spain…
Types of Consumers Purchaser They’ve knowledge to buy products Browser For entertainment May come back need more time to make decision Opinion leader Meeting point Sephora store (10, 000 visits weekend) We display our history and heritage That’s why we have museum section in luxury stores
Product Display Level Eye: ↑ 50% Hand: ↓ 30 -40% Floor: ? ? ? End-of-aisle Not brand loyal, or loyal to one brand, … Stand alone Windows displays brand image, communications…
In-store Consumer Behaviour Time spent Women (W) + W = 8 min W + child = 7 min W alone = 5 min W + Man = 4 min Stealing 33% by customers, 66% by staff Always take receipt staff makes fake returns RFID Radio Frequency Identification
Online Consumer Behaviour Online Pull consumers to store Offline sales people use knowledge for $ Debate Luxury cannot be sold online Prada www for info only Some brands sale limited (e. g. , old) products online. Others sale through luxury e-stores
Bluefly. com
designerimports. com
Forzieri. com
Glam. com
Neimanmarcus. com
Net-a-porter. com
Yoox. com
Attitude towards Luxury Products? (10 -pt scale) China = 8. 2 Mexico = 8. 0 India = 7. 3 UK = 7. 3 USA = 6. 8 S. Korea = 6. 4 Germany = 6. 1 difficult relationship with luxury Italy = 6. 1 and France = 5. 7 Catholic countries Helping poor and controlling desire is important Japan = 5. 6 Symbolic revenge of WWII Not liking may not mean customer’ll not buy luxury products
Europe -- UK, Italy, Spain Germany 25% of population > 60 Older people in Europe than USA
Italy Inspired by art Flashy watches mechanical Curves in jewellery
Germany Quality is important Simple watches Quartz
Japan Like cosmetics, ready-to-wear, … Do not like perfumes It hides natural body odour Encroaches personal space
India 70, 000 millionaires 50% of population < 50 by 2020 Jewelleries gold, diamonds, gems, … Industrial names Sony, Mercedez, BMW… Own luxury world’s thinnest watch Saries even becoming popular abroad To be served Indian palace train, …
World’s thinnest (3. 5 mm) Indian watch
Hilton in Sari
Victoria Bechman in Sari
German model Claudia Ciesla in Sari
Palace on wheel Indian Service Luxury
Palace on wheels -- Inside
Palace on wheels -- Inside
HK/SP/Thailand/Taiwan Full of young people Stylish, sleek Ready-to-wear Brand visibility is important
China Largest emerging luxury market in the world 300, 000 millionaires in China 12% of luxury goods are sold in China To be 26% by 2020 Cosmetics ↑ whitening products Silk, Wine, whisky, …
Russia 90, 000 millionaires Moscow alone spends $2 b/year on luxury Russians love luxury banned before Flashy New wealth Skiing Courchevel French Alp
Other Emerging Luxury Markets Columbia Indonesia Vietnam Egypt Turkey South Africa CIVETS
Types of Fake Luxury Products Counterfeit industry $600 b (x 4 luxury industry!!) Counterfeit 100% copy Deceive customers as real Pirated Copied Customers know it Imitation Not 100% identical Customers know it Custom-made Could be real Replica made by legitimate craftsman through some connection
Where are Fake Luxury Products? China, HK, Thailand, Morocco, Taiwan, Turkey, S Korea Customers age: 25 -35 London Oxford Street Manhattan Canal Street Shanghai Xiang-Yang Road (Closed now!) …
Fake KFC in Iran
Fake Apple Store in Iran
Fake Lxury Bag
Fake Luxury Products Prevention France: criminal activities buyer and seller If caught, 2 years in jail LV sued Carrefour for $40, 000 Shanghai store Hermes post warnings on Internet LV, Burberry, … and police raid fake shops LV spends $15 m-$20 m/year to combat fake luxury How to detect it? Click
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