Research Reveals Impulses Behind Luxury Shopping
Times Newspapers and Red Media have released a study designed to give advertisers an insight into the luxury goods market, by identifying the impulses behind premium brand shopping.
The research, carried out by branding specialist Millward Brown, is part of the ‘premium knowledge’ study into the behaviours and attitudes of luxury brand consumers. It quashes the traditional assumption that wealth is the overwhelming factor affecting brand choices and classifies consumers by the brands they have purchased, rather than their socio-demographic status.
The study was carried out through a variety of qualitative research methods, including group discussions and ongoing SMS questions with the 800 participants. It aims to give advertisers an insight into consumption patterns and the factors influencing the luxury shopper.
According to the research, buyers of luxury goods fall into six different categories, which can be identified by the way they shop.
The largest group was found to be the ‘trend innovators’, who are described as female, young and lively. The brands associated with this group include Mac and Diesel.
The second largest group was the ‘security seekers’, who are also predominantly female and look for labels that reflect quality and understated good taste. In terms of media consumption they read Good Housekeeping and Homes and Gardens and purchase brands such as Russell & Bromley, Jaeger and Laura Ashley.
The third group was the ‘shopping junkies’ for whom shopping is a “life affirming” activity. These women are not tied to any particular brand and buy whatever takes their fancy. In terms of media consumption shopping junkies can be found scanning the pages of style magazines in search of new ideas.
The forth group comprised ‘affluent altruists’, who display a very distinct pattern of media consumption, including a tendency to read The Economist, Harpers & Queen, Condé Nast Traveller and The Times. In terms of brand consumption, this group does not consist of natural spenders, but affluent altruists still splash out on brands such as LK Bennett and Nicola Farhi.
The fifth group was the ‘label lovers’, who are chiefly males that buy big brash brands such as Versace, Calvin Klien, YSL, Tommy Hilfiger and Ralph Lauren. In terms of media consumption, label lovers listen to Virgin and Capital Radio and avidly follow Big Brother.
The sixth group, ‘trusting traditionalists’, are not huge shoppers and once they are drawn into a brand they are hooked for life. They don’t like experimentation and stick to understated brands such as Hugo Boss and Paul Smith.
Recent research from Vegas claims advertisers may be missing the mark by targeting their campaigns at ABC1 consumers and suggests that men and women from lower social groupings have higher disposable incomes and fewer overheads (see Research Reveals The Pulling Power Of Geezers).
Red Media: 0207 437 0633 www.redmedia.co.uk News International: 020 7782 3922 www.newscorp.co.uk
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