SlideShare a Scribd company logo
1 of 7
The Meaning of Luxury
About 
Luxury is multi-faceted; 
it can be an emotion, a way of elevating social status, or a lifestyle. 
We at Agility Research & Strategy were curious about the associations consumers made with the concept of luxury. To find out, we administered the Agility Affluent Insights study online among 1500 (equally distributed) affluent respondents in 5 countries - China, Hong Kong, Singapore, Indonesia and the US. 
Below are the results of their open ended responses.
SHINING 
PRESTIGE 
PREMIUM 
PRECIOUS 
JEWELRY 
HOUSE 
MONEY 
BRANDED 
EXCLUSIVE 
RICH 
AMAZING 
CAR 
ELITE 
FASHION 
GRAND 
HAPPY 
HIGH-CLASS 
LIFETSYLE 
LIMITED 
LUXURIOUS 
QUALITY 
SPECIAL 
TRAVELING 
VACATION 
UNIQUE 
Stage 1 - Indonesia 
Start of Money 
Reflects attitudes of first time access to branded luxury in an emerging economy
STATUS 
UNIQUE 
SYMBOL 
VILLAS 
QUALITY 
EXTRAVAGANT 
ATTITUDE 
BRANDS 
CARS 
CHANEL 
DESIRE 
ELEGANT 
FASHION 
FERRARI 
HERMES 
HIGH-END 
JEWELRY 
LUXURY 
LV 
STYLE 
TASTE 
VANITY 
WATCHES 
WORKMANSHIP 
Stage 2 - CHINA 
Flaunting 
Establishing my position on the social ladder with luxury ownership
Stage 3 – Hong Kong 
LUXURY 
AIRCRAFT 
BRANDED 
CARS 
DESIGNER 
DESIRABLE 
EXCLUSIVE 
EXTRAVAGANCE 
FASHION 
GUCCI 
HANDBAGS 
HOTELS 
HOUSE 
JEWELRY 
LIFESTYLE 
LIMITED 
LV 
PRIVATE 
QUALITY 
RICH 
STATUS 
TRAVEL 
UNNECESSARY 
VALUABLE 
WASTEFUL 
WATCHES 
WINE 
Fitting in 
Competitiveness and differentiation with exclusive or limited edition luxury ownership
Stage 4 – Singapore 
Way of Life 
It’s about the feeling luxury provides in a mature economy
Agility Research & Strategy 
Affluential 
300 BEACH ROAD, 14-07, Singapore 199555 | CONTACT US @AGILITY-RESEARCH.COM TEL: +65 6396 6832 | WEBSITE: WWW.AGILITY-RESEARCH.COM 
Visit http://www.affluential.com/luxury-research to download this insight and many more in high resolution.

More Related Content

Recently uploaded

Recently uploaded (20)

The Future of Brands on LinkedIn - Alison Kaltman
The Future of Brands on LinkedIn - Alison KaltmanThe Future of Brands on LinkedIn - Alison Kaltman
The Future of Brands on LinkedIn - Alison Kaltman
 
How to utilize calculated properties in your HubSpot setups
How to utilize calculated properties in your HubSpot setupsHow to utilize calculated properties in your HubSpot setups
How to utilize calculated properties in your HubSpot setups
 
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO SuccessBrighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
 
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort ServiceBDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service
 
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptxDigital-Marketing-Into-by-Zoraiz-Ahmad.pptx
Digital-Marketing-Into-by-Zoraiz-Ahmad.pptx
 
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly BulletinBLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
 
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
SEO Master Class - Steve Wiideman, Wiideman Consulting GroupSEO Master Class - Steve Wiideman, Wiideman Consulting Group
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
 
Unraveling the Mystery of The Circleville Letters.pptx
Unraveling the Mystery of The Circleville Letters.pptxUnraveling the Mystery of The Circleville Letters.pptx
Unraveling the Mystery of The Circleville Letters.pptx
 
Creator Influencer Strategy Master Class - Corinne Rose Guirgis
Creator Influencer Strategy Master Class - Corinne Rose GuirgisCreator Influencer Strategy Master Class - Corinne Rose Guirgis
Creator Influencer Strategy Master Class - Corinne Rose Guirgis
 
Branding strategies of new company .pptx
Branding strategies of new company .pptxBranding strategies of new company .pptx
Branding strategies of new company .pptx
 
Digital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew RupertDigital Strategy Master Class - Andrew Rupert
Digital Strategy Master Class - Andrew Rupert
 
Uncover Insightful User Journey Secrets Using GA4 Reports
Uncover Insightful User Journey Secrets Using GA4 ReportsUncover Insightful User Journey Secrets Using GA4 Reports
Uncover Insightful User Journey Secrets Using GA4 Reports
 
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptxUnraveling the Mystery of the Hinterkaifeck Murders.pptx
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
 
Labour Day Celebrating Workers and Their Contributions.pptx
Labour Day Celebrating Workers and Their Contributions.pptxLabour Day Celebrating Workers and Their Contributions.pptx
Labour Day Celebrating Workers and Their Contributions.pptx
 
personal branding kit for music business
personal branding kit for music businesspersonal branding kit for music business
personal branding kit for music business
 
Call Us ➥9654467111▻Call Girls In Delhi NCR
Call Us ➥9654467111▻Call Girls In Delhi NCRCall Us ➥9654467111▻Call Girls In Delhi NCR
Call Us ➥9654467111▻Call Girls In Delhi NCR
 
BDSM⚡Call Girls in Sector 144 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 144 Noida Escorts >༒8448380779 Escort ServiceBDSM⚡Call Girls in Sector 144 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 144 Noida Escorts >༒8448380779 Escort Service
 
Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...
Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...
Netflix Ads The Game Changer in Video Ads – Who Needs YouTube.pptx (Chester Y...
 
Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
 
Cash payment girl 9257726604 Hand ✋ to Hand over girl
Cash payment girl 9257726604 Hand ✋ to Hand over girlCash payment girl 9257726604 Hand ✋ to Hand over girl
Cash payment girl 9257726604 Hand ✋ to Hand over girl
 

Featured

How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 

Featured (20)

2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
 
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 

The Meaning of Luxury

  • 1. The Meaning of Luxury
  • 2. About Luxury is multi-faceted; it can be an emotion, a way of elevating social status, or a lifestyle. We at Agility Research & Strategy were curious about the associations consumers made with the concept of luxury. To find out, we administered the Agility Affluent Insights study online among 1500 (equally distributed) affluent respondents in 5 countries - China, Hong Kong, Singapore, Indonesia and the US. Below are the results of their open ended responses.
  • 3. SHINING PRESTIGE PREMIUM PRECIOUS JEWELRY HOUSE MONEY BRANDED EXCLUSIVE RICH AMAZING CAR ELITE FASHION GRAND HAPPY HIGH-CLASS LIFETSYLE LIMITED LUXURIOUS QUALITY SPECIAL TRAVELING VACATION UNIQUE Stage 1 - Indonesia Start of Money Reflects attitudes of first time access to branded luxury in an emerging economy
  • 4. STATUS UNIQUE SYMBOL VILLAS QUALITY EXTRAVAGANT ATTITUDE BRANDS CARS CHANEL DESIRE ELEGANT FASHION FERRARI HERMES HIGH-END JEWELRY LUXURY LV STYLE TASTE VANITY WATCHES WORKMANSHIP Stage 2 - CHINA Flaunting Establishing my position on the social ladder with luxury ownership
  • 5. Stage 3 – Hong Kong LUXURY AIRCRAFT BRANDED CARS DESIGNER DESIRABLE EXCLUSIVE EXTRAVAGANCE FASHION GUCCI HANDBAGS HOTELS HOUSE JEWELRY LIFESTYLE LIMITED LV PRIVATE QUALITY RICH STATUS TRAVEL UNNECESSARY VALUABLE WASTEFUL WATCHES WINE Fitting in Competitiveness and differentiation with exclusive or limited edition luxury ownership
  • 6. Stage 4 – Singapore Way of Life It’s about the feeling luxury provides in a mature economy
  • 7. Agility Research & Strategy Affluential 300 BEACH ROAD, 14-07, Singapore 199555 | CONTACT US @AGILITY-RESEARCH.COM TEL: +65 6396 6832 | WEBSITE: WWW.AGILITY-RESEARCH.COM Visit http://www.affluential.com/luxury-research to download this insight and many more in high resolution.