Digital Luxury Study
Digital Luxury Study
Since 2012 the Digital Luxury Study has been investigating the search, information and buying behavior in the luxury segment yearly. WHITE Consult uses the study as a basis for its consultation service and the media and PR department of WHITE Communications uses it for planning and implementing campaigns. The fifth edition of the study was conducted by the Sinus Institute.
The facts regarding the Digital Luxury Study published here are only an extract of the comprehensive study results. We are happy to provide you with additional data upon request.
Conducted the research.
Grow your audience.
How does the Internet and mobile network access influence the buying behavior of luxury consumers? What does this mean for traditional retail? Which communication channels are relevant today for the individual luxury buyer groups? And how can the exclusivity of brands be conveyed and even reinforced in these ways? Answers to such questions have been provided since 2012 by WHITE Communications 'Digital Luxury Study’. With the support of competent partners such as Burda Intermedia Publishing GmbH and the VKE Cosmetics Association, it is surveyed and published annually. The scientifically sound basis is provided by leading market and social research institutes such as GfK nurago and, since 2016, SINUS Markt- und Sozialforschung GmbH.
consumer profiles
LUXURY
(N)ONE FOR ALL
Luxury customers - can seem mysterious. Which interests and motives drive them? Which social environment and economic conditions shape them? What are their behaviours and their attitudes towards luxury brands and products? It is important to understand the social and economic factors that shape their behaviors and attitudes towards luxury brands and products. The Sinus Meta Milieus acts as groups of like-minded individuals, providing a way to distinguish the characteristics of luxury customers and their relationship towards brands in a nuanced way. Simply put, a shared background and income do not necessarily equate to similar attitudes and preferences. Many factors come into play such as living environment and milieu segment. While some see luxury as an important status symbol, others prefer a more sophisticated understated approach. It is important to understand and examine these milieus in detail. As it has become apparent that todays luxury consumer associates their preferred brand products with quality, attention to detail, and value… Luxury is not defined alone by its price tag.
Long live the shopping experience.
(in-store and online)
Luxury buyers are loyal – this is also true for their shopping habits. On one hand, it becomes increasingly natural to be online. They like obtaining their information from the internet and making sure that their favorite brands and their images match their own values regarding life and lifestyle. In the premium segment, on the other hand, the specialized shop remains the preferred shopping location for traditional luxury buyers.
This is true for both planned and spontaneous purchases. With the specialized shops, boutiques, and brand stores they associate an exclusive shopping experience, luxury products which they can “touch”, personal consultation and the feeling of being a valued customer. At the same time, luxury customers appreciate the increasing fusion of online and offline worlds. To them, the digital and real shopping experiences are not a choice of “either/or”, but increasingly turning into “both/and”. Women and men cultivate the “small difference” here too: one as spontaneous buyers, the other as replacement buyers. And there are reasons for it.