International Luxury Spendings: Insights based on the Sinus-Meta-Milieu segmentation model

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Hilda Mae Hill
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1 International Luxury Spendings: Insights based on the Sinus-Meta-Milieu segmentation model 1

2 Study indicating spending mood for luxury within 13 countries combined with the Sinus-Meta-Milieus 2

3 The international Sinus Meta-Milieus Strategic target groups solution for global markets and international brands The Sinus-Meta-Milieus leverages the well-established Sinus-Milieus know how on an internationallevel to understand multinational consumer needs without ignoring local differences. An uniformtarget group solution allows cross-national comparisons for almost all countries in the world - rapid and inexpensive. The Sinus-Meta-Milieus can be adapted and used as base for specific tailored client-/market solutions. Data-integration into existing costumer segmentations is possible. Worldwideexpertise in various economic areas e.g. EU, APAC, NAFTA or LATAM. The update 2013 respects the socioculturalchanges affected by digitalisation and globalisation. Combine this strategic target group know how with our approved methods for brand positioning or customer satisfaction and loyalty measurement The SINUS Profiler-Suite. 3

Working withthesinus-meta-milieus : Consumer

PROJECT Developing Tailored Client Solutions

4 Working withthesinus-meta-milieus : Consumer CentricApproach MARKET Sinus-Meta-Milieus : PROJECT Developing Tailored Client Solutions Customer Potential Product usage and needs Value Matrix Retail Touch points Communication-& Mediaplaning Sponsoring Brand Positioning Brand Strength Category Drivers vs. Brand Drivers Customer Loyalty Churn Product & Design development 4

5 Luxury spending indicators* per country 28,4 30,0 19,7 17,2 16,4 17,3 19,5 32,6 15,6 30,9 35,6 25,9 18,3 Central Europe Latam APAC Base: n= ; *willignesstospendaboveaverage, Ø in % of14 items 5

Luxury spending Indexes within the countries Established markets Germany Index Switzerland Index UK Index Italy Index High End HiFi equipment 167 Furniture / Furnishing 128 Vine / Champagne 116

Handbags 62 Vine / Champagne 170 Holidays and traveling 140 High End HiFi equipment 131 Eating out 118 Cars 100 Furniture / Furnishing 99 Watches 92 Clothes / Fashion 92 Jewelry 89

6 Luxury spending Indexes within the countries Established markets Germany Index Switzerland Index UK Index Italy Index High End HiFi equipment 167 Furniture / Furnishing 128 Vine / Champagne 116 Kitchen furniture /equipment 113 Clothes / Fashion 108 Cars 102 PC/Tablet/Smartphones 100 Eating out 97 Cosmetics/ Perfume 95 Holidays and traveling 93 Watches 88 Jewelry 85 Exclusive accessories 68 Handbags 62 Vine / Champagne 170 Holidays and traveling 140 High End HiFi equipment 131 Eating out 118 Cars 100 Furniture / Furnishing 99 Watches 92 Clothes / Fashion 92 Jewelry 89 PC/Tablet/Smartphones 85 Kitchen furniture/ equipment 73 Cosmetics/ Perfume 68 Handbags 65 Exclusive accessories 48 Jewelry 127 Vine / Champagne 122 High End HiFi equipment 110 Eating out 105 Watches 103 PC/Tablet/Smartphones 100 Holidays and traveling 100 Kitchen furniture/ equipment 98 Clothes / Fashion 98 Furniture / Furnishing 94 Cosmetics/ Perfume 93 Cars 89 Exclusive accessories 80 Handbags 77 High End HiFi equipment 166 Vine / Champagne 133 Holidays and traveling 124 PC/Tablet/Smartphones 111 Cars 106 Handbags 101 Kitchen furniture/ equipment 100 Clothes / Fashion 92 Exclusive accessories 90 Furniture / Furnishing 89 Cosmetics/ Perfume 84 Eating out 82 Watches 78 Jewelry 70 Spain Index Australia Index Japan Index Vine / Champagne 150 Cosmetics/ Perfume 118 Exclusive accessories 113 Holidays and traveling 108 Eating out 108 High End HiFi equipment 104 Jewelry 103 PC/Tablet/Smartphones 100 Clothes / Fashion 99 Watches 94 Cars 89 Furniture / Furnishing 74 Handbags 70 Kitchen furniture/ equipment 69 Jewelry 137 Vine / Champagne 120 Cars 113 Holidays and traveling 108 Kitchen furniture / equipment 106 Eating out 102 Furniture / Furnishing 102 High End HiFi equipment 98 Watches 94 Clothes / Fashion 90 Cosmetics/ Perfume 89 PC/Tablet/Smartphones 84 Handbags 83 Exclusive accessories 75 Holidays and traveling 148 Eating out 119 Furniture / Furnishing 111 Exclusive accessories 100 Cars 99 Watches 97 Clothes / Fashion 97 Kitchen furniture / equipment 95 Cosmetics/ Perfume 91 Vine / Champagne 89 PC/Tablet/Smartphones 86 High End HiFi equipment 81 Handbags 78 Jewelry 47 6

7 Luxury spending Index Emerging markets HongKong Index Watches 147 Handbags 147 Vine / Champagne 136 Jewelry 125 Exclusive accessories 108 Eating out 97 Holidays and traveling 96 PC/Tablet/Smartphones 95 Cosmetics/ Perfume 92 Kitchen furniture/ equipment 92 Clothes / Fashion 84 High End HiFi equipment 81 Furniture / Furnishing 75 Cars 63 Brazil Index Furniture / Furnishing 135 Cars 120 Cosmetics/ Perfume 119 Kitchen furniture / equipment 114 Vine / Champagne 113 Clothes / Fashion 110 Exclusive accessories 105 High End HiFi equipment 102 Handbags 101 PC/Tablet/Smartphones 96 Holidays and traveling 88 Eating out 87 Watches 81 Jewelry 63 Malaysia Index Handbags 136 Kitchen furniture / equipment 130 Watches 128 Exclusive accessories 126 Cars 118 Jewelry 117 Cosmetics/ Perfume 109 PC/Tablet/Smartphones 106 Eating out 101 Furniture / Furnishing 94 Clothes / Fashion 83 Holidays and traveling 76 High End HiFi equipment 50 Vine / Champagne 28 Mexico Index High End HiFi equipment 127 Clothes / Fashion 114 Vine / Champagne 112 Eating out 110 Exclusive accessories 103 Cars 101 Cosmetics/ Perfume 100 Furniture / Furnishing 98 Holidays and traveling 97 Handbags 96 Jewelry 92 PC/Tablet/Smartphones 90 Watches 89 Kitchen furniture/ equipment 79 Indonesia Index PC/Tablet/Smartphones 138 Jewelry 133 Holidays and traveling 112 Cars 111 Clothes / Fashion 101 Exclusive accessories 98 Eating out 98 Furniture / Furnishing 94 High End HiFi equipment 90 Handbags 88 Kitchen furniture/ equipment 81 Watches 78 Cosmetics/ Perfume 75 Vine / Champagne 15 Turkey Index Cosmetics/ Perfume 134 Clothes / Fashion 126 Exclusive accessories 126 Kitchen furniture / equipment 119 Handbags 116 Furniture / Furnishing 107 Watches 99 PC/Tablet/Smartphones 98 Eating out 94 Jewelry 90 Cars 88 Vine / Champagne 80 Holidays and traveling 72 High End HiFi equipment 66 7

Luxury: Above average spending Jewelry 92 63 127 85 89 103 70 90 47 125 117 133

8 Luxury: Above average spending Jewelry % 18% 24% 14% 14% 17% 13% 28% 7% 37% 40% 33% 24% Central Europe Latam APAC 8

9 Luxury: Above average spending Jewelry % 18% 24% 14% 14% 17% 13% 28% 7% 37% 40% 33% 24% Established Markets 9

10 Luxury: Above average spending Jewelry % 18% 24% 14% 14% 17% 13% 28% 7% 37% 40% 33% 24% Emerging Markets APAC 1 0

11 Luxury: Above average spending Watches % 24% 20% 15% 15% 16% 15% 32% 15% 45% 45% 20% 17% Central Europe Latam APAC 1 1

Luxury: Above average spending Watches 89 81 103 88 92 94 78 99 97 147 128 78

12 Luxury: Above average spending Watches % 24% 20% 15% 15% 16% 15% 32% 15% 45% 45% 20% 17% Established Markets 1 2

13 Luxury: Above average spending Watches % 24% 20% 15% 15% 16% 15% 32% 15% 45% 45% 20% 17% Emerging Markets 1 3

14 Luxury: Above average spending High End HiFi % 17% 12% 16% 12% 10% 18% 12% 7% 14% 10% 13% 10% Central Europe Latam APAC 1 4

15 Luxury: Above average spending High End HiFi % 17% 12% 16% 12% 10% 18% 12% 7% 14% 10% 13% 10% Established Markets 1 5

16 Luxury: Above average spending High End HiFi % 17% 12% 16% 12% 10% 18% 12% 7% 14% 10% 13% 10% Emerging Markets 1 6

17 Luxury: Above average spending Handbags % 20% 10% 7% 7% 8% 13% 25% 8% 30% 32% 15% 10% Central Europe Latam APAC 1 7

18 Luxury: Above average spending Handbags % 20% 10% 7% 7% 8% 13% 25% 8% 30% 32% 15% 10% Established Markets 1 8

19 Luxury: Above average spending Handbags % 20% 10% 7% 7% 8% 13% 25% 8% 30% 32% 15% 10% Emerging Markets 1 9

20 Luxury: Above average spending Exclusive Accessories % 16% 8% 6% 4% 10% 9% 21% 8% 17% 23% 13% 7% Central Europe Latam APAC 2 0

100 108 126 98 75 15% 16% 8% 6% 4% 10% 9%

21 Luxury: Above average spending Exclusive Accessories % 16% 8% 6% 4% 10% 9% 21% 8% 17% 23% 13% 7% Established Markets 2 1

Luxury: Above average spending Exclusive Accessories 103 105 80 68 48 113 90 126

22 Luxury: Above average spending Exclusive Accessories % 16% 8% 6% 4% 10% 9% 21% 8% 17% 23% 13% 7% Emerging Markets 2 2

23 Luxury: Above average spending Cars % 35% 17% 17% 16% 15% 20% 28% 15% 19% 41% 28% 20% Central Europe Latam APAC 2 3

24 Luxury: Above average spending Cars % 35% 17% 17% 16% 15% 20% 28% 15% 19% 41% 28% 20% Established Markets 2 4

Luxury: Above average spending Cars 101 120 89 102 100 89 106 88 99 63 118 111

25 Luxury: Above average spending Cars % 35% 17% 17% 16% 15% 20% 28% 15% 19% 41% 28% 20% Emerging Markets APAC 2 5

For further information: Manfred Tautscher Managing Director Tel.: 0049 6221 80 89 70 Fax: 0049 6221 80 89 25 manfred.

arnold@sinus-institut.de SINUS Markt- und Sozialforschung GmbH Gaisbergstr.

26 For further information: Manfred Tautscher Managing Director Tel.: Fax: Matthias Arnold Research & Consulting Tel.: Fax: SINUS Markt- und Sozialforschung GmbH Gaisbergstr. 6 / D Heidelberg HRB Heidelberg Managing Directors: Manfred Tautscher, Berthold Flaig Telefon: +49 (0) / Telefax: +49 (0) info@sinus-institut.de Web: 2 6

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