1、SPECIAL INDUSTRY VERTICAL REPORTMay 2024Dentsu Consumer Navigator:Luxury Fashion 2024|Navigator|Navigatordentsu Consumer Navigator Luxury Fashion 2024About this studyConducted by dentsu,this survey was fielded in April via Tolunas online panel among a random sample of 765 US respondents aged 18-65.T

2、he survey sampling controls for nationally representative weighting across gender,race and ethnicity(using U.S.Census numbers).Given the subject matter of this report,the survey was only submitted to respondents who reported belonging to a$75k+household income family.As such,all the reporting presen

3、ted here reflects this nuance(e.g.,“XX%of respondents”stands for“XX%of$75k+HHI U.S.consumers)The study explore consumer sentiment in relation to luxury fashion(e.g.,both luxury clothing and luxury accessories).Contents0101Top Consumer InsightsTop Consumer Insights02A Function of Distinction:A Functi

4、on of Distinction:Attitudes Toward Luxury Attitudes Toward Luxury FashionFashion03Splurging for the Rare Splurging for the Rare Occasion:Luxury Spending Occasion:Luxury Spending HabitsHabits04Tailored Journeys:The Luxury Tailored Journeys:The Luxury Fashion Customer ExperienceFashion Customer Experi

5、ence05Attack of the Clones:Attack of the Clones:Attitudes Toward Luxury Attitudes Toward Luxury DupesDupes06Project Runway:Intersections Project Runway:Intersections Between Luxury&Travel Between Luxury&Travel dentsu Consumer Navigator Luxury Fashion 20244Men are Men are emerging as a force when it

6、comes to passion for luxury emerging as a force when it comes to passion for luxury fashionfashion.Men both report spending more on luxury fashion than women and rate their luxury fashion expertise higher than women.Other luxury-crazed cohorts include Black Americans and Gen Z.What remains to be see

7、n is whether men have a more casual definition of luxury fashion compared to women.Quality&craftmanship and brand recognition are most Americans Quality&craftmanship and brand recognition are most Americans top criteria when it comes to determining if fashion is luxury.top criteria when it comes to

8、determining if fashion is luxury.Gucci and Prada are the most recognized luxury brands out there.However,partnering with sports apparel brands and with popular celebrities can make a difference in garnering consumer preference.Consumers pay a lot of attention to luxury brands showing up in mainstrea

9、m culture and it may not be a coincidence that the two brands garnering most mentions were featured in the mainstream movie titles.A core group of people account for a large share of luxury purchases.A core group of people account for a large share of luxury purchases.Most Americans wont compromise

10、on everyday purchases to afford luxury items.And even when extra budget becomes unexpectedly available,most consumers prioritize long-term investing to splurging on luxury.About a third of consumers increased their luxury spending this year and plans to spend even more next year.01dentsu Consumer Na

11、vigator Luxury Fashion 2024Luxury fashion customer experiences are very different across luxury Luxury fashion customer experiences are very different across luxury shopper types.shopper types.Aspirational luxury shoppers turn to outlets(and their sites)to get the best bang for their buck,while Prem

12、ium luxury shoppers are more likely to explore options across auction sites,social platforms,and consignment apps.When shopping in person,Premium shoppers are all about VIP experiences and getting early access to upcoming designs.Most Americans prefer originals across most categories,but wellMost Am

13、ericans prefer originals across most categories,but well-made made dupes are considered a viable option to broaden the wardrobe.dupes are considered a viable option to broaden the wardrobe.Shoes and sneakers are the category where consumers stick to originals the most.Making significantly more luxur

14、y fashion purchases,Premium luxury shoppers are more likely to have unknowingly purchased a dupe and be upset about it.Aspirational luxury shoppers are most likely to have bought a dupe knowingly.Consumers are more likely to treat themselves to a luxury fashion Consumers are more likely to treat the

15、mselves to a luxury fashion purchase when they are traveling,within and outside the country.purchase when they are traveling,within and outside the country.This is particularly true of Premium luxury shoppers who over-index on buying at the airport or in pop-up stores placed inside hotels.However,wh

16、en forced to choose between the two due to budget constraints,most Americans will pick travel over luxury fashion.In fact,1 in 4 consumers report that they often have an eye on luxury shopping when they plan their trips.Paris,Milan,and New York are favored destinations for luxury fashion focused tra

17、vel.Top Consumer InsightsA Function of Distinction:Attitudes Toward Luxury Fashion|Navigator|Navigator02dentsu Consumer Navigator Luxury Fashion 2024With an embarrassment of riches when it comes to keeping up with luxury fashion trends and looking for deals across both mainstream and niche channels,

18、how are Americans views of the luxury fashion space evolving?Which brands do they most immediately associate with the category and what strategies can influence which brands make it in their consideration set?1 in 3 Americans fancy themselves experts,or even connoisseurs when it comes to luxury fash

19、ion(=luxury clothing+luxury accessories).Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Luxury Fashion 20246Men and younger consumers seem more confident in their luxury fashion expertise.Higher household income consumers over-index in considering t

20、hemselves connoisseurs.Im a CONNOISSEUR15%15%Im an EXPERT20%20%Im KNOWLEDGEABLE30%30%Im a NOVICE22%22%I DONT KNOW much about it13%13%Which of the following best reflects your knowledge and understanding of the luxury fashion space?35%Im a CONNOISSEUR+Im an EXPERT2%2%3%3%30%30%31%31%12%12%19%19%2%14%

21、37%37%16%25%BoomersGen XMillennialsGen ZWomenMenIm a CONNOISSEURIm a CONNOISSEURIm an EXPERTIm an EXPERT44%44%28%28%68%68%67%67%17%17%4%4%Facebook,Instagram,and YouTube are the social platforms most consumers use to keep up with luxury fashion trends.Shopping Habits Through Exclusivity&Convenience:C

22、onsumer Sentiment Studydentsu Consumer Navigator Luxury Fashion 20247ALLALLCONNOISSEURCONNOISSEUREXPERTEXPERTKNOWLEDGEABLEKNOWLEDGEABLEFacebookFacebook60%60%85%85%73%73%59%59%InstagramInstagram54%54%86%86%79%79%54%54%YouTubeYouTube53%53%81%81%77%77%51%51%TikTokTikTok38%38%74%74%61%61%30%30%Twitter/X

23、Twitter/X34%34%71%71%64%64%26%26%PinterestPinterest32%32%49%49%38%38%33%33%SnapchatSnapchat25%25%66%66%45%45%14%14%RedditReddit16%16%34%34%29%29%11%11%TwitchTwitch14%14%38%38%37%37%3%3%WeChatWeChat8%8%25%25%16%16%2%2%Connoisseurs use a wider range of platforms to keep up to date and are particularly

24、 fond of Snapchat.Which of the following social media platforms do you use to keep up with luxury fashion trends?TOP 3Quality&craftmanship,brand recognition,and price are the criteria that Americans most commonly associate with luxury.Shopping Habits Through Exclusivity&Convenience:Consumer Sentimen

25、t Study850%50%43%43%39%39%31%31%22%22%22%22%19%19%16%16%14%14%9%9%The nature and quality of the materials and craftmanshipI recognize the brand that makes the item as a luxury brandThe price of the itemI consider the item elegant and tastefulThe type of store that carries the itemThe rarity of the i

26、temThe item is considered iconicThe item is worn by A list celebrities/at public events(red carpet,etc.)The item is worn/used by an exclusive type of personThe item is loud and makes people notice meWhich of the following are the most important criteria to determine if a clothing item or a fashion a

27、ccessory is a luxury item?Quiet fashion is more widely associated with luxury than loud fashion.dentsu Consumer Navigator Luxury Fashion 2024Gen Z are more likely to associate luxury with rarity and iconicity,while Millennials over-index on loud fashion and the red-carpet effect.Shopping Habits Thro

28、ugh Exclusivity&Convenience:Consumer Sentiment Study9dentsu Consumer Navigator Luxury Fashion 2024Materials and craftmanshipBrand recognitionPriceElegance and tastefulnessThe type of store that carries itRarityIconicityWorn by A list celebrities/redcarpet effectWorn by an exclusive type of personLou

29、dnessGEN ZGEN ZMILLENNIALSMILLENNIALSGEN XGEN XBOOMERSBOOMERSBoomers are the most likely to look at elegance and tastefulness and to associate luxury with the types of stores where fashion is sold.Connoisseurs are taking clues from those who wear luxury,while experts pay more attention to the type o

30、f store that carries fashion items.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study10dentsu Consumer Navigator Luxury Fashion 2024Materials and craftmanshipBrand recognitionPriceElegance and tastefulnessThe type of store that carries itRarityIconicityWorn by A list celebritie

31、s/redcarpet effectWorn by an exclusive type ofpersonLoudnessCONNOISSEURCONNOISSEUREXPERTEXPERTKNOWLEDGEABLEKNOWLEDGEABLENOVICENOVICEAudiences who rate their expertise lower are paying attention to the quality of materials and craftmanship the most.The brands that most consumers associate with luxury

32、 fashion are the usual suspects(Gucci,Prada),but also sports apparel brands.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study11dentsu Consumer Navigator Luxury Fashion 2024Interestingly,the two brands that garnered most mentions(Gucci and Prada)were featured in the titles of m

33、ainstream movies.Americans also associate sports apparel brands,like Adidas and Nike,with luxury.Please indicate five CLOTHING brands you believe are synonymous with luxury fashion:*This word cloud only features brands that were mentioned at least 10 times.The word cloud is weighted:brands that were

34、 mentioned more often are featured in larger type.Moving to fashion accessories,Gucci and Prada continue to be the most recognized luxury brands for consumers.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study12dentsu Consumer Navigator Luxury Fashion 2024Rolex,Coach,Kate Spade

35、,Hermes,and Chanel garner significantly more mentions when it comes to accessories than they did when we asked consumers about luxury clothing.Please indicate five ACCESSORIES brands you believe are synonymous with luxury fashion:*This word cloud only features brands that were mentioned at least 10

36、times.The word cloud is weighted:brands that were mentioned more often are featured in larger type.Collabs with sports brands,celebrity endorsements&celebrity customers make the most impact in improving luxury fashion brands reputation.Shopping Habits Through Exclusivity&Convenience:Consumer Sentime

37、nt Study1347%47%42%42%41%41%35%35%35%35%31%31%43%50%51%52%51%54%10%8%8%13%14%15%My opinion of the brand would IMPROVEMy opinion of the brand would IMPROVEMy opinion of the brand WOULD NOT CHANGEMy opinion of the brand WOULD NOT CHANGEMy opinion of the brand would WORSENMy opinion of the brand would

38、WORSENdentsu Consumer Navigator Luxury Fashion 2024While gaming/virtual activations are the less voted option,over one third of consumers report that this type of initiative would improve their opinion of a luxury brand.The luxury brand is collaborating on collections with sports brands(e.g.,Adidas,

39、Nike)The luxury brand is endorsed by a celebrity you care about in ads/campaignsThe luxury brand is worn by a celebrity you care about at a high-profile eventThey are making movies/TV shows connected to the luxury brand(e.g.,House of Gucci,Devil Wears Prada)The luxury brand is recommended by an infl

40、uencer you follow on social mediaThe luxury brand is featured in video games/virtual environmentsCollabs with sports brands rise to the top also when it comes to lifting purchasing intent for luxury fashion brands.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study1446%46%41%41%

41、38%38%34%34%34%34%30%30%44%51%51%54%52%55%10%8%11%12%14%15%Id be MORE LIKELY to buy the brandId be MORE LIKELY to buy the brandThis WOULDNT CHANGE whether or not I buy the brandThis WOULDNT CHANGE whether or not I buy the brandId be LESS LIKELY to buy the brandId be LESS LIKELY to buy the branddents

42、u Consumer Navigator Luxury Fashion 2024The luxury brand is collaborating on collections with sports brands(e.g.,Adidas,Nike)The luxury brand is endorsed by a celebrity you care about in ads/campaignsThe luxury brand is worn by a celebrity you care about at a high-profile eventThey are making movies

43、/TV shows connected to the luxury brand(e.g.,House of Gucci,Devil Wears Prada)The luxury brand is recommended by an influencer you follow on social mediaThe luxury brand is featured in video games/virtual environmentsPartnering with celebrities is also reported to influence purchasing decisions.IMPL

44、ICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSUse social platforms to cater to consumers appetite to become selfUse social platforms to cater to consumers appetite to become self-proclaimed luxury fashion experts.proclaimed luxury fashion experts.While their ability to convert interest into purcha

45、ses might be tied to circumstances,theres a widespread interest in luxury fashion among consumers and a large of share of Americans who consider themselves experts.This is particularly relevant among Men and younger generations.Different cohorts lean more heavily toward certain social platforms,the

46、more inherently visual ones like Instagram,YouTube,Snapchat and TikTok being particularly relevant across all audiences.Highlight how quality sets you apart.Highlight how quality sets you apart.Across all cohorts there is a consensus in associating the notion of luxury with quality and craftmanship.

47、While consumers definition of their expertise are subjective,their desire to turn interest into investment is likely dependent on their perception of value for money(price is also a significant criteria).Its all about culture.Its all about culture.From celebrity and influencer endorsements to red ca

48、rpet events,consumers pay most attention to luxury brands when they are at the forefront of entertainment.Collabs with sports apparel brands are one of the most effective strategies to garner consumer preference.dentsu Consumer Navigator Luxury Fashion 2024Splurging for the Rare Occasion:Luxury Spen

49、ding Habits|Navigator|Navigator03dentsu Consumer Navigator Luxury Fashion 2024In the last couple of years,luxury fashion has rebounded from post-pandemic economic pressure.However,now consumers face the long-term effects of economic downturn and,among all non-essentials,seem to prioritize spending o

50、n travel.In this context,what are their spending patterns when it comes to luxury fashion?People feel luxury fashion(both clothing and accessories)warrants an occasion.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study1731%31%26%26%18%18%18%18%17%17%16%16%15%15%11%11%10%10%29%2

51、9%29%29%20%20%14%14%19%19%14%14%16%16%13%13%12%12%11%11%25%25%When I attend milestone family functionsWhen I attend high profile social functionsAt work,when Im meeting an important client or executiveWhen I go on datesWhile Im traveling/attending events for businessWhen Im traveling for leisureWhen

52、 I go shopping at high end luxury stores in personI wear these types of luxury fashion items all the timeAt work,even when its business as usualI never wear these types of luxury fashion itemsIn which of the following do you wear luxury CLOTHING or ACCESSORIES most often?Luxury CLOTHINGLuxury ACCESS

53、ORIESdentsu Consumer Navigator Luxury Fashion 2024Overall,accessories are worn less often.Men seem slightly more likely than women to wear luxury clothing in a wider range of social occasions(including going on dates).Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study1829%29%30

54、%30%21%21%22%22%19%19%18%18%18%18%10%10%13%13%27%27%33%33%22%22%14%14%15%15%15%15%15%15%13%13%12%12%12%12%31%31%When I attend milestone family functionsWhen I attend high profile social functionsAt work,when Im meeting an important client or executiveWhen I go on datesWhile Im traveling/attending ev

55、ents for businessWhen Im traveling for leisureWhen I go shopping at high end luxury stores in personI wear these types of luxury fashion items all the timeAt work,even when its business as usualI never wear these types of luxury fashion itemsIn which of the following do you wear luxury CLOTHING most

56、 often?MenWomendentsu Consumer Navigator Luxury Fashion 2024Women over-index on wearing luxury clothing when attending milestone family functions.Similarly,men seem to wear luxury accessories in a wider range of social occasions,compared to women.Shopping Habits Through Exclusivity&Convenience:Consu

57、mer Sentiment Study1927%27%23%23%16%16%23%23%15%15%16%16%14%14%12%12%14%14%22%22%31%31%19%19%13%13%17%17%12%12%16%16%12%12%12%12%9%9%26%26%When I attend milestone family functionsWhen I attend high profile social functionsAt work,when Im meeting an important client or executiveWhen I go on datesWhil

58、e Im traveling/attending events for businessWhen Im traveling for leisureWhen I go shopping at high end luxury stores in personI wear these types of luxury fashion items all the timeAt work,even when its business as usualI never wear these types of luxury fashion itemsIn which of the following do yo

59、u wear luxury ACCESSORIES most often?MenWomendentsu Consumer Navigator Luxury Fashion 2024Once again,women over-index on wearing luxury accessories when attending milestone family functions.Even in the case of more affordable items,luxury clothing is,at most,a once or twice a year purchase for about

60、 a quarter of Americans.20dentsu Consumer Navigator Luxury Fashion 20242%3%4%5%5%5%8%11%14%10%12%15%12%15%23%62%53%38%1,000$+500-1,000$200-500$Thinking about the last 12 months,how many CLOTHING items did you purchase in the following price ranges?20+items11-20 items5-10 items3-4 items1-2 itemsNoneI

61、t seems a core group of consumers accounts for much of the volume in the category,with about 8%of consumers buying luxury clothing in abundance,regardless of the price.AVG 8%Compared to clothing,a larger share of consumers treated themselves to the occasional luxury accessory purchase.21dentsu Consu

62、mer Navigator Luxury Fashion 20242%2%3%4%4%5%9%11%10%9%11%14%11%15%27%65%56%41%1,000$+500-1,000$200-500$Thinking about the last 12 months,how many fashion ACCESSORIES did you purchase in the following price ranges?20+items11-20 items5-10 items3-4 items1-2 itemsNonevs.23%for luxury clothingAVG 6%vs.8

63、%on clothingAs with fashion clothing,a core group of consumers seems to drive volume in the luxury accessory category.MEN43%WOMEN 40%Most Americans wont compromise on everyday purchases to afford luxury items.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Nav

64、igator Luxury Fashion 202422GEN Z 56%MILLENNIALS 49%GEN X 39%BOOMERS 32%Gen Z are significantly more likely to do the opposite and make an effort to save to afford luxury fashion purchases.AGREE:I try to save on everyday items to be able to afford luxury purchases58%Prefer buying everyday items(e.g.

65、,buying everyday items(e.g.,groceries,household items)of higher groceries,household items)of higher qualityquality and only buy luxury items if there is extra budget.42%SaveSave on everyday items(e.g.,groceries,household items)to be able to afford to be able to afford luxury purchases luxury purchas

66、es throughout the year.MEN30%WOMEN 26%When presented with unexpected extra budget,most Americans prioritize saving and investing for the long term.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Luxury Fashion 202423GEN Z 44%MILLENNIALS 46%GEN X 19%B

67、OOMERS 8%Younger consumers are most likely to use the extra budget to treat themselves to luxury fashion.AGREE:I would use most of my extra budget for luxury purchases51%If I unexpectedly had extra budget this year,I would save/invest most of it to meet a I would save/invest most of it to meet a lon

68、glong-term goal(home ownership,etc.)term goal(home ownership,etc.)21%I would split the extra budget I would split the extra budget evenly between saving and luxury purchases28%I would use most of the extra budget I would use most of the extra budget to treat myself to luxury purchasesProjecting to n

69、ext year,we see a mixed trend in the number of consumers planning to increase their spending on luxury fashion.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Luxury Fashion 202424The share of consumers planning to spend more year-over-year on luxury

70、 fashion is dropping while spending on accessories will likely tick up slightly.I plan to spend significantly more18%18%I plan to spend a little more15%15%I plan to spend more or less the same29%29%I plan to spend a little less10%10%I plan to spend significantly less28%28%How much do you plan spend

71、on LUXURY CLOTHING in the NEXT 12 months compared to last year?38%I plan to spend significantly more15%15%I plan to spend a little more14%14%I plan to spend more or less the same32%32%I plan to spend a little less12%12%I plan to spend significantly less27%27%How much do you plan spend on LUXURY ACCE

72、SSORIES in the NEXT 12 months compared to last year?39%29%29%(vs.35%this year)33%33%(vs.31%this year)While it may be only a few items x year,most consumers buy luxury across a significant range of clothing and accessory categories.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment St

73、udy2575%75%72%72%70%70%68%68%62%62%59%59%56%56%55%55%Shoes/sneakersJewelryGlasses/sunglassesWatchesUnderwear/lingerieSocks/stockings/leggingsHatsTies/pocker squaresdentsu Consumer Navigator Luxury Fashion 2024AGREE:I BUY these items in the luxury categoryShoes,shirts,jewelry and outerwear are the ca

74、tegories where consumers are most likely to splurge.71%71%69%69%68%68%65%65%65%65%64%64%64%64%59%59%Shirts/blousesCoats/outerwearSweatersTrousersAthleisureSuitsDressesBathing suits/beachwareLUXURY CLOTHINGLUXURY CLOTHINGLUXURY ACCESSORIESLUXURY ACCESSORIESIMPLICATIONS FOR MARKETERSIMPLICATIONS FOR M

75、ARKETERSHighlight how your brand lives up to the stature of the occasion.Highlight how your brand lives up to the stature of the occasion.Family functions and high-profile social events are the contexts in which luxury fashion is worn most often.Develop messaging tied to how your brand complements t

76、hese occasions,and how your designs can inform the tone in the room.Engender loyalty among repeat Engender loyalty among repeat luxury shoppers.luxury shoppers.Only a small share of consumers can afford to make luxury fashion purchases in large Only a small share of consumers can afford to make luxu

77、ry fashion purchases in large quantities.Crafting loyalty strategies that allow you to collect zeroquantities.Crafting loyalty strategies that allow you to collect zero-party data for this small subset of buyers is the key to party data for this small subset of buyers is the key to winning over the

78、winning over the audiences that can drive most growth.audiences that can drive most growth.Lean into indulgence messaging to attract audiences that only purchase and wear luxury fashion on an occasional basis.While only a select few account for a large volume of luxury fashion purchases,most consume

79、rs report striving to have at least one of everything.Thus,emphasizing that the occasional indulgence can help them live up to the functions where wearing luxury is expected can be a powerful strategy to attract untapped prospects.dentsu Consumer Navigator Luxury Fashion 2024Tailored Journeys:The Lu

80、xury Fashion Customer Experience|Navigator|Navigator04dentsu Consumer Navigator Luxury Fashion 2024Today,consumers have a vast array of options when shopping for luxury fashion,from buying directly from niche designers on Etsy,to getting all their luxury purchases done in one fell swoop by visiting

81、an outlet mall.In this section,we focus on which aspects of the customers experience lead consumers to favor specific channels and what different types of luxury shoppers pay most attention to.Meet our luxury fashion shopper audiences:Shopping Habits Through Exclusivity&Convenience:Consumer Sentimen

82、t Study28dentsu Consumer Navigator Luxury Fashion 2024SPORADIC luxury shoppers*ASPIRATIONAL luxury shoppers*PREMIUM luxury shoppers*Have bought 1 to 4 luxury clothing items OR luxury accessories for 200-500$last year.*Have bought 5 to 10 luxury clothing items OR luxury accessories for 200-500$,OR 1

83、to 2 items for 500-1,000$last year.*Have bought more than 10 luxury clothing items OR luxury accessories for 200-500$,OR more than 3 items for 500-1,000$or any item for 1,000$+last year.WomenWomen 97i3535-5454 109iWhite White 96iHHI 75HHI 75-150k 150k 100iNet Worth 100Net Worth 100-250ki 250ki 120iS

84、tore that carries the item Store that carries the item 107i Craftmanship&quality Craftmanship&quality 104iKnowledgeableKnowledgeable 132iInstagramInstagram 118iMenMen 125i1818-3535 123iAAPI AAPI 131i+White+White 99iHHI 150HHI 150-250k 250k 115iNet Worth 100Net Worth 100-250ki 250ki 116iRed carpet ef

85、fect Red carpet effect 115i Elegance Elegance 112iExpertExpert 167iYouTubeYouTube 142iMenMen 129i1818-3535 175iBlack Black 160i+Hispanic+Hispanic 143iHHI 250HHI 250-500k 500k 166iNet Worth 1Net Worth 1-2M 2M 130iIconicity Iconicity 142i Exclusivity Exclusivity 166iConnoisseurConnoisseur 219iSnapchat

86、Snapchat 194i50%35%40%When shopping online for luxury fashion,consumers favor websites and apps of high-end department stores and their outlet offshoots.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study2954%54%51%51%43%43%38%38%35%35%33%33%32%32%28%28%33%33%37%37%35%35%32%32%2

87、7%27%23%23%31%31%24%24%Website/app for high-end retailer(Neiman Marcus,Nordstrom,etc.)Website/app for outlet department store(Nordstrom Rack,Saks Off 5th,etc.)Website/app for luxury brand(Gucci,Prada,etc.)Second hand marketplaces(eBay,etc.)Luxury consignment website/app(Fashionpile,Rebag,etc.)Niche

88、designers online stores(Etsy,etc.)Social media platforms(Instagram,TikTok,etc.)Auction sites(Sothebys,etc.)Which of the following do you use to purchase luxury fashion ONLINE?Luxury CLOTHINGLuxury ACCESSORIESdentsu Consumer Navigator Luxury Fashion 2024Outlets sites and apps are the favored option f

89、or luxury accessory purchases.Premium shoppers leverage a broader set of channels for their luxury clothing purchases,including niche ones,while sporadic shoppers stick to mainstream,reputable sources.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study30dentsu Consumer Navigator

90、 Luxury Fashion 2024Website/app for high end retailerWebsite/app for luxury brandSecond hand marketplacesSocial mediaAuction sitesWebsite/app for outletdepartment storeLuxury consignment website/appNiche designers online storesPREMIUMPREMIUMASPIRATIONALASPIRATIONALSPORADICSPORADICThe same type of be

91、havior manifests for luxury accessory shopping.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study31dentsu Consumer Navigator Luxury Fashion 2024Website/app for high end retailerWebsite/app for luxury brandSecond hand marketplacesSocial mediaAuction sitesWebsite/app for outletde

92、partment storeLuxury consignment website/appNiche designers online storesPREMIUMPREMIUMASPIRATIONALASPIRATIONALSPORADICSPORADICProduct/brand availability,reviews&customization options are key merchandising features that drive choice of online retailers for luxury shopping.Shopping Habits Through Exc

93、lusivity&Convenience:Consumer Sentiment Study3261%61%54%54%46%46%43%43%41%41%41%41%32%32%34%28%38%41%7%14%20%29%21%18%Availability of products/brands Im interested inProduct reviews from other customersAbility to personalize/customize a productAbility to pre-order exclusive,upcoming designsPart of t

94、he proceeds from my purchase are donated to aworthy causePersonalized suggestions that let me discover new productsbased on my purchase historyGREATLY impacts my decisionGREATLY impacts my decisionSOMEWHAT impacts my decisionSOMEWHAT impacts my decisionNOT a considerationNOT a considerationdentsu Co

95、nsumer Navigator Luxury Fashion 2024When you shop for luxury fashion ONLINE,how much of an impact do the following MERCHANDISING features have on your decision from whom to buy?Availability of products/brands Im interested inProduct reviews from other customersAbility to personalize/customize a prod

96、uctAbility to pre-order exclusive,upcoming designsPart of the proceeds from my purchase are donated to a worthy causePersonalized suggestions that let me discover new products based on my purchase historyPremium luxury shoppers have all-around higher expectations when it comes to merchandising optio

97、ns that enhance their online shopping experience.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study33dentsu Consumer Navigator Luxury Fashion 2024Availability of products/brands Iminterested inAbility to personalize or customizea productPart of the proceeds go to aworthy causeP

98、roduct reviewsAbility to pre-order exclusivedesignsPersonalized suggestions based onhistoryPREMIUMPREMIUMASPIRATIONALASPIRATIONALSPORADICSPORADICAGREE:The following MERCHANDISING features GREATLY IMPACT from whom I decide to buy luxury fashion when shopping ONLINEDiscounts,security&privacy policies

99、are the shopping features luxury shoppers report as making the biggest impact on their online retailer preferences.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study3462%62%56%56%55%55%49%49%48%48%41%41%40%40%38%38%30%33%31%41%40%32%34%35%8%11%14%9%12%27%26%27%Discounts,offers,

100、and promotionsSite/app seems more secure than othersClear privacy policy on how my data is usedRewards/loyalty programsHelpful customer assistance(during purchase)Ability to pay in installmentsOne-click check outAutofill for my informationGREATLY impacts my decisionGREATLY impacts my decisionSOMEWHA

101、T impacts my decisionSOMEWHAT impacts my decisionNOT a considerationNOT a considerationdentsu Consumer Navigator Luxury Fashion 2024When you shop for luxury fashion ONLINE,how much of an impact do the following SHOPPING features have on your decision from whom to buy?Premium luxury shoppers are more

102、 likely to pay attention to a broader set of shopping capabilities offered by online retailers.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study35dentsu Consumer Navigator Luxury Fashion 2024Discounts,offers,and promotionsRewards/loyalty programsIn purchase customer assistance

103、Site/app seems more secure thanothersOne-click check outAutofill for my informationAbility to pay in installmentsClear privacy policy on how mydata is usedPREMIUMPREMIUMASPIRATIONALASPIRATIONALSPORADICSPORADICAGREE:The following SHOPPING features GREATLY IMPACT from whom I decide to buy luxury fashi

104、on when shopping ONLINEThey are also not indifferent to being able to pay in installments.2 in 3 luxury shoppers lean toward online retailers that offer free shipping and free returns.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study3666%66%63%63%52%52%48%48%47%47%44%44%40%40%

105、28%29%39%39%34%31%37%6%8%9%13%19%25%23%Free shippingFree returnsPost-purchase customer assistanceNext-day/expedited deliverySustainable shippingPremium packagingBuy online pick up in storeGREATLY impacts my decisionGREATLY impacts my decisionSOMEWHAT impacts my decisionSOMEWHAT impacts my decisionNO

106、T a considerationNOT a considerationdentsu Consumer Navigator Luxury Fashion 2024Most also report that post-purchase customer assistance impacts their choice.When you shop for luxury fashion ONLINE,how much of an impact do the following SHIPPING/DELIVERY features have on your decision from whom to b

107、uy?Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study37dentsu Consumer Navigator Luxury Fashion 2024Free shippingFree returnsNext-day/expedited deliveryBuy online pick up in storePremium packagingSustainable shippingPost-purchase customerassistancePREMIUMPREMIUMASPIRATIONALASPI

108、RATIONALSPORADICSPORADICAGREE:The following SHIPPING/DELIVERY features GREATLY IMPACT from whom I decide to buy luxury fashion when shopping ONLINESporadic luxury shoppers are all functional benefits,while premium shoppers are looking for a continuation of a premium experience.Sporadic luxury shoppe

109、rs focus on free shipping&returns.Premium shoppers greatly value premium packaging,sustainable shipping and post-purchase perks.Luxury department stores,their outlet offshoots,and brand-owned stores are favored when shopping in person.Shopping Habits Through Exclusivity&Convenience:Consumer Sentimen

110、t Study3853%53%50%50%50%50%47%47%36%36%36%36%35%35%30%30%26%26%25%25%42%42%37%37%35%35%39%39%29%29%28%28%29%29%28%28%23%23%27%27%High end retailers(Neiman Marcus,Nordstrom,etc.)Luxury brand store(Gucci,Prada)Outlet department store(Nordstrom Rack,Saks Off 5th,etc.)Outlet store for luxury brands(Gucc

111、i,Prada,etc.)Luxury boutique/atelierPop-up store inside a mall/shopping districtConsignment storePop-up store inside a hotelIn-person auctionsAt the airportWhich of the following do you use to purchase luxury fashion IN PERSON?Luxury CLOTHINGLuxury ACCESSORIESdentsu Consumer Navigator Luxury Fashion

112、 2024Comparatively speaking,outlet stores for luxury brands are garnering significant preferences when shopping in person for accessories.Premium luxury shoppers over-index on visiting pop-up stores and shopping for luxury CLOTHING at the airport.Shopping Habits Through Exclusivity&Convenience:Consu

113、mer Sentiment Study39dentsu Consumer Navigator Luxury Fashion 2024High end retail storeLuxury brand storeLuxury boutique/atelierAt the airportIn-person auctionsConsignment storePop-up store inside a hotelPop-up store inside a mallOutlet department storeLuxury brand outlet storePREMIUMPREMIUMASPIRATI

114、ONALASPIRATIONALSPORADICSPORADICSporadic shoppers are most likely to turn to high-end department stores and outlets.When shopping in-person for luxury ACCESSORIES,Sporadic shoppers are once again more likely to favor mainstream/reputable sources.Shopping Habits Through Exclusivity&Convenience:Consum

115、er Sentiment Study40dentsu Consumer Navigator Luxury Fashion 2024High end retail storeLuxury brand storeLuxury boutique/atelierAt the airportIn-person auctionsConsignment storePop-up store inside a hotelPop-up store inside a mallOutlet department storeLuxury brand outlet storePREMIUMPREMIUMASPIRATIO

116、NALASPIRATIONALSPORADICSPORADICAspirational shoppers over-index on visiting boutique stores for accessories.Exclusive discounts and pop-up events are most attractive to luxury shoppers when it comes to clothing.Pop-up events garner less favor for accessories.Shopping Habits Through Exclusivity&Conve

117、nience:Consumer Sentiment Study4155%55%47%47%46%46%44%44%41%41%40%40%38%38%38%38%37%37%32%32%32%32%29%29%19%19%46%46%30%30%41%41%32%32%33%33%33%33%29%29%26%26%25%25%24%24%25%25%23%23%13%13%Exclusive discounts,offers,or samplesExclusive pop-up eventsAvailability of products/brands Im interested inAbi

118、lity to try on try out products or samplesHelpful sales staffAbility to easily locate itemsA curated VIP experience(champagne,etc.)Certified resale/second life programsAbility to personalize/customize productsAbility to book group store visits ahead of timePart of the proceeds are donated by the ret

119、ailer to a worthy causeAbility to pre-order exclusive,upcoming designsNone of the aboveWhich of the following would cause you to shop for luxury fashion IN STORE more often?Luxury CLOTHINGLuxury ACCESSORIESdentsu Consumer Navigator Luxury Fashion 2024VIP experiences,ability to book group visits and

120、pre-order upcoming designs are extremely attractive for Premium luxury shoppers.Premium luxury shoppers+8%;Premium luxury shoppers+9%;Premium luxury shoppers+6%;Luxury shoppers favor digital channels when engaging with customer service.Shopping Habits Through Exclusivity&Convenience:Consumer Sentime

121、nt Studydentsu Consumer Navigator Luxury Fashion 202442ALLALLPREMIUMPREMIUMASPIRATIONALASPIRATIONALSPORADICSPORADICEmailEmail49%49%63%63%55%55%47%47%ChatChat48%48%52%52%53%53%45%45%SocialSocial43%43%63%63%55%55%37%37%Rep at the storeRep at the store39%39%32%32%38%38%41%41%1 1-800 number800 number28%

122、28%27%27%30%30%29%29%None of the aboveNone of the above6%6%4%4%3%3%5%5%Premium shoppers over-index on using email and social media,while sporadic shoppers feel more comfortable going to the store to talk with a rep.How do you typically engage customer service when interacting with luxury brands and

123、luxury retailers?IMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSElevating every aspect of eElevating every aspect of e-commerce is a requirement to win Premium luxury shoppers preferencecommerce is a requirement to win Premium luxury shoppers preference.From merchandising capabilities,to shoppi

124、ng and checkout options,to shipping and delivery,Premium luxury shoppers report being more discerning about every aspect of the online customer experience.Becoming the default retail provider for members of this audience means securing steady growth.Take a targeted approach to distributionTake a tar

125、geted approach to distribution.Setting up stores or pop-ups in outlet malls is a viable strategy to reach a larger share of consumers,who are not your repeat luxury shopper,but tend to do focus their purchases in the category in select trips.Hotel and airport locations or pop-ups are more effective

126、if the intent is to attract Premium shoppers with a bigger budget at hand.Design exclusive inDesign exclusive in-store experiences for VIP shoppersstore experiences for VIP shoppers.Giving recurring customers the ability to book visits ahead of time,especially in conjunction with the release of new

127、designs or new collections is a key strategy to garner Premium luxury shoppers attention.dentsu Consumer Navigator Luxury Fashion 2024Attack of the Clones:Attitudes Toward Luxury Dupes|Navigator|Navigator05dentsu Consumer Navigator Luxury Fashion 2024Most consumers told us that quality and craftmans

128、hip matter the most when it comes to luxury fashion,even more than brand recognition.In this context,how much weight does the authenticity of a luxury item hold?How do consumers feel about luxury dupes?Luxury shoppers have been upset by unknowing dupe purchases more often when it comes to clothing,c

129、ompared to accessories.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study4520%20%14%14%11%11%64%64%13%13%17%17%18%18%57%57%I unknowingly purchased a counterfeit or dupe luxury itemand I was upset about itI knowingly purchased a counterfeit or dupe luxury itemI unknowingly purch

130、ased a counterfeit or dupe luxury itemand I didnt mindI have NOT purchased a counterfeit or dupe luxury item inthe last 12 monthsLuxury CLOTHINGLuxury ACCESSORIESdentsu Consumer Navigator Luxury Fashion 2024Premium shoppers and Connoisseurs are significantly more likely to have been upset by this.As

131、pirational luxury shoppers are most likely to have bought a dupe accessory intentionally.Please indicate whether any of the following has occurred to you in the LAST 12 MONTHS Premium luxury shoppers+22%;Connoisseurs+33%Experts+14%Aspirational luxury shoppers+14%Experts+13%Premium luxury shoppers+19

132、%I unknowingly purchased a counterfeit or dupe luxury item,and I was upset about itI knowingly purchased a counterfeit or dupe luxury itemI unknowingly purchased a counterfeit or dupe luxury item,and I didnt mindI have NOT purchased a counterfeit or dupe luxury item in the last 12 monthsMore often t

133、han not,Americans purchase original clothing over dupes.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study4648%48%41%41%41%41%41%41%40%40%39%39%38%38%36%36%24%23%27%21%26%24%27%25%16%24%19%23%24%22%21%24%9%9%8%10%6%8%8%11%4%3%4%4%4%7%6%5%SuitsShirts/blousesCoats/outerwearSweate

134、rsTrousersBathing suits/beachwearDressesAthleisureOnly buy originalsOnly buy originalsMostly originals/some dupesMostly originals/some dupesMix and matchMix and matchMostly dupes,some originalsMostly dupes,some originalsOnly dupesOnly dupesdentsu Consumer Navigator Luxury Fashion 2024Sweaters,beachw

135、ear,and athleisure are the categories where consumers opt for dupes the most.Which of the following best reflects your attitude towards knowingly buying dupes in the following luxury CLOTHING categories?Americans are also most likely to stick to originals when it comes to luxury accessories.Shopping

136、 Habits Through Exclusivity&Convenience:Consumer Sentiment Study4750%50%46%46%46%46%46%46%42%42%40%40%38%38%37%37%24%24%22%25%20%27%24%26%15%18%20%19%22%21%23%21%8%8%9%7%10%8%9%9%5%4%4%3%6%4%6%6%WatchesShoes/sneakersGlasses/sunglassesJewelryUnderwear/lingerieTies/pocker squaresSocks/stockings/leggin

137、gsHatsOnly buy originalsOnly buy originalsMostly originals/some dupesMostly originals/some dupesMix and matchMix and matchMostly dupes,some originalsMostly dupes,some originalsOnly dupesOnly dupesdentsu Consumer Navigator Luxury Fashion 2024Which of the following best reflects your attitude towards

138、knowingly buying dupes in the following luxury ACCESSORY categories?Dupes are most acceptable for accessories that dont hold as much clout.Dupe culture seems to feed on budget concerns and on how fast social trends move now.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study4834

139、%34%34%34%27%27%23%23%23%23%19%19%19%19%19%19%16%16%I believe the original version of an item to be particularly overpricedI can find a dupe that is almost as good in quality as the originalId rather have more variety in my wardrobe than having fewer original itemsIm buying a seasonal item I wont we

140、ar all year longIm buying an item for a single useIm buying an item just because its trendy nowIm hoping to get in shape and I will only splurge on the original when my goals are metIm saving for the original,but buy the dupe in the meantimeI wear the dupe to preserve the original I also ownWhich of

141、 the following would lead you to buy a dupe instead of an original when it comes to luxury purchases?dentsu Consumer Navigator Luxury Fashion 2024Premium shoppers over-index on buying dupes to keep up with trends and as an interim solution while working on their fitness goals.Shopping Habits Through

142、 Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Luxury Fashion 202449ALLALLPREMIUMPREMIUMASPIRATIONALASPIRATIONALSPORADICSPORADICOverpriced originalsOverpriced originals34%34%30%30%26%26%32%32%Quality dupesQuality dupes34%34%28%28%30%30%37%37%Broader wardrobeBroader wardro

143、be27%27%26%26%24%24%27%27%Seasonal itemsSeasonal items23%23%28%28%30%30%28%28%Single use itemsSingle use items23%23%22%22%23%23%26%26%Trendy itemsTrendy items19%19%32%32%26%26%20%20%Fitness goals*Fitness goals*19%19%32%32%24%24%22%22%Saving for originalsSaving for originals19%19%27%27%29%29%24%24%Pr

144、eserving originalsPreserving originals16%16%28%28%24%24%21%21%Which of the following would lead you to buy a dupe instead of an original?*“Im hoping to get in shape so I will only splurge on the original once I have met my fitness goals.Thus,I will buy the dupe in the meantime.dentsu Consumer Naviga

145、tor Luxury Fashion 2024IMPLICATIONS FOR MARKETERSIMPLICATIONS FOR MARKETERSDevelop strategies to generate buyer reassuranceDevelop strategies to generate buyer reassurance.Most luxury shoppers prefer originals and can be quite upset to discover they have Most luxury shoppers prefer originals and can

146、 be quite upset to discover they have unknowingly purchased a dupe.Luxury fashion brands and retailers unknowingly purchased a dupe.Luxury fashion brands and retailers havhave an opportunity to garner customer preference by standing up e an opportunity to garner customer preference by standing up pr

147、ograms that help guarantee and protect or preserve the authenticity of an item.programs that help guarantee and protect or preserve the authenticity of an item.Beware of putting too much of a premium on trendy.Beware of putting too much of a premium on trendy.Luxury shoppers are conscious of overpri

148、ced originals,especially if they perceive that high quality alternatives can be found.Having more to choose from in the wardrobe and recognizing a fad are listed among the reasons that may lead to considering dupe alternatives.Consider second life and exchange programs as a way to retain customers w

149、ho hesitate on splurging for limited lifespan origConsider second life and exchange programs as a way to retain customers who hesitate on splurging for limited lifespan originainals.ls.Luxury shoppers may consider going for a dupe when a seasonal or single-use item is involved,or as an interim solut

150、ion while pursuing fitness goals.A convenient second life or exchange program may convince them to go for the real thing even in these scenarios.Project Runway:Intersections Between Luxury&Travel|Navigator|Navigator06dentsu Consumer Navigator Luxury Fashion 20241 in 4 shoppers told us that they purc

151、hased luxury fashion at the airport and this share grows among Premium luxury shoppers.At a time when travel continues to be a priority for consumers,we focus on the connections that exist between luxury shopping and both domestic and international travel.When push comes to shove,Americans favor vac

152、ations to luxury fashion purchases.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Luxury Fashion 202452Gen Z and Millennials are most likely to favor luxury purchases.In the LAST 12 MONTHS,did you have to choose between going on vacation or making a

153、 luxury fashion purchase?39%Yes,and I chose to go on vacationgo on vacation12%Yes,and I chose to treat myself to luxury luxury fashionfashion49%I didnt have to choose didnt have to choose between the two42%42%36%36%59%59%56%56%28%28%22%22%58%58%43%43%42%42%15%10%24%18%13%2%22%25%16%43%54%17%16%59%76

154、%20%32%42%MenWomenGen ZMillennialsGen XBoomersPremiumAspirationalSporadicVacationVacationLuxury FashionLuxury FashionDidnt chooseDidnt chooseLuxury purchases often go hand in hand with travel,both within and outside of the US.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studyde

155、ntsu Consumer Navigator Luxury Fashion 202453Men,Gen Z,Millennials,and Premium shoppers are more likely to splurge on luxury during their trips.In the LAST 12 MONTHS,have you purchased any luxury fashion items when traveling?38%Yes,traveling within the United States*United States*22%Yes,traveling in

156、ternationally*internationally*52%I didnt buy luxury didnt buy luxury when traveling47%47%31%31%62%62%64%64%25%25%12%12%71%71%60%60%48%48%27%27%18%18%44%44%38%38%12%12%5%5%43%43%36%36%27%27%MenWomenGen ZMillennialsGen XBoomersPremiumAspirationalSporadicTraveling in the U.S.Traveling INTERNATIONALLY*T

157、hese audiences are not exclusive.Thus,the dont add up to 100%.Luxury purchases on U.S.trips are most often driven by the desire to treat oneself or celebrate milestones taking place during the trip.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study5440%40%39%39%32%32%31%31%30%3

158、0%30%30%28%28%25%25%I was on vacation and I felt like treating myselfA personal/family milestone took place during the trip and this is how I celebratedMy vacation was focused on luxury fashion as I went to visit a fashion capital within the U.S.I bought a luxury item/brand that is not available for

159、 purchase in my hometownI was on vacation and I needed an outfit/garment/accessory for a specific event/functionI needed something to wear that was more appropriate for the destinationBuying the item while traveling in the U.S.meant saving on shipping/custom chargesI was traveling for business and I

160、 needed a specific outfit/garment/accessory for a specific event/functionWhy did you buy luxury fashion while traveling within the U.S.?dentsu Consumer Navigator Luxury Fashion 2024Our Summer Travel study found that 38%consumers say the plan to increase their on-vacation budget.This aligns with the

161、notion that luxury splurges are encouraged by a special occasion mindset consumers have when they travel.Luxury purchases on intl trips seem targeted:shoppers buy items they cant find or would cost more in the U.S.,or purposefully visit international fashion capitals.Shopping Habits Through Exclusiv

162、ity&Convenience:Consumer Sentiment Study5541%41%39%39%36%36%35%35%33%33%33%33%28%28%28%28%I bought a luxury item/brand that is not available for purchase in the U.S.My vacation was focused on luxury fashion as I went to visit a fashion capital abroadBuying the item while traveling internationally me

163、ant I could save compared to how much it cost me at homeI was traveling for business and I needed a specific outfit/garment/accessory for a specific event/functionI was on vacation and I felt like treating myselfI was on vacation and I needed an outfit/garment/accessory for a specific event/function

164、A personal/family milestone took place during the trip and this is how I celebratedI needed something to wear that was more appropriate for the destinationWhy did you buy luxury fashion while traveling INTERNATIONALLY?dentsu Consumer Navigator Luxury Fashion 2024Our Summer Travel study found that in

165、ternational travel appetite is strong this year.1 in 4 Americans often have an eye on luxury shopping when they make their travel plans.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Studydentsu Consumer Navigator Luxury Fashion 202456ALLALLPREMIUMPREMIUMAPIRATIONALAPIRATIONALSPO

166、RADICSPORADICMy travel plans VERY OFTEN VERY OFTEN have an eye on luxury shopping24%24%51%51%36%36%26%26%My travel plans SOMETIMESSOMETIMES have an eye on luxury shopping20%20%35%35%36%36%28%28%My travel plans RARELYRARELY have an eye on luxury shopping16%16%7%7%16%16%21%21%My travel plans NEVERNEVE

167、R have an eye on luxury shopping40%40%7%7%12%12%25%25%This is is particularly relevant for younger consumers and Premium luxury shoppers.How likely are you to make travel plans with an eye toward luxury shopping?France and Italy,and specifically Paris and Milan,are the most cited luxury fashion dest

168、inations consumers would like to travel to.Shopping Habits Through Exclusivity&Convenience:Consumer Sentiment Study57dentsu Consumer Navigator Luxury Fashion 2024Within the U.S.,New York and Las Vegas garner the most favor.Which,if any,domestic or international destinations would you travel to becau

169、se of their connections to luxury fashion?*This word cloud only features destinations that were mentioned at least 3 times.The word cloud is weighted:destinations that were mentioned more often are featured in larger type.dentsu Consumer Navigator Luxury Fashion 2024IMPLICATIONS FOR MARKETERSIMPLICA

170、TIONS FOR MARKETERSConsider aligning campaigns to travel behaviors.Consider aligning campaigns to travel behaviors.The connection between travel and splurging on luxury is undeniable.Understanding travel behaviors across different seasons and different customer segment can make advertising campaigns

171、 and initiatives like pop-up store much more effective.DoubleDouble-down on indulgence messaging for the luxury shopper on the go.down on indulgence messaging for the luxury shopper on the go.Consumers have a more relaxed attitude towards making out of the ordinary purchases when they are on vacatio

172、n and even things like business of social functions are often seen as a convenient excuse to treat oneself with something out of the ordinary.Explore partnership with travel companies for luxury globetrotters.Explore partnership with travel companies for luxury globetrotters.Luxury fashion shopping

173、is a significant consideration for consumers when they are making their travel plans,especially Premium luxury shoppers.Consider standing up VIP experiences in collaboration with air travel companies,hotel groups,and credit card providers to capture the audiences that are making their vacation all a

174、bout luxury fashion.Dentsu is the network designed for whats next,helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Taking a people-centered approach to business transformation,we use insights to connect brand,content,comme

175、rce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in in Tokyo,Japan and our 65,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.Visit:;.About dentsu