Luxury and upscale women's media brands

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By Lagardere Global Advertising

Luxury and upscale women's media brands

  1. 1. LUXURY AND UPSCALE WOMEN’S MEDIA BRANDSBy Lagardere Global Advertising A STUDY with Ipsos BY LAGARDERE ADVERTISING 2012- - November Luxury and upscale women’s media brands
  2. 2. METHODOLOGYObjectiveTo understand the influence and complementarity of the print and digital versionsof upscale women’s media brands in the luxury worldWhoWomen who have purchased luxury goods in the past 12 months(At least 3 luxury fashion items or luxury accessories, or at least 1 piece ofjewellery, or 1 watch).Only high end designers brands were suggested when selectingparticipants.Where7 countries : France, Germany, Spain, Italy, UK, US and ChinaHowA varied methodology which partners a quantitative online survey with aqualitative questionnaire over the phone + Luxury and upscale women’s media brands 2
  3. 3. CONTENTS Is luxury now a global phenomenon? Luxury: what role should the digital play? The purpose and influence of upscalewomen’s media brands throughout the luxury world Print and digital: competitors or allies? Luxury and upscale women’s media brands 5
  4. 4. PART1 Is luxury now a global phenomenon ?Luxury and upscale women’s media brands
  5. 5. LUXURY: THE SYMBOL OF ELEGANCE AND QUALITY ACROSS ALL COUNTRIES ELEGANCE AND QUALITY Top 2 characteristics associated with luxury across all countries N°3 PLEASURE SEDUCTION “Luxury increases your social status; it makes others think that you are cool” Chen Yong, 32 yrs, China “Elegance, beauty, exclusivity, looking for something really unique and original" Maria, 47 yrs, IT “Finest products, nice materials, pretty to look at, soft to touch, made by top designers, the best of the best”. Amy, 30 yrs, US less than 35 years old SUCCESS / SELF CONFIDENCE / SEDUCTION Luxury is never associated with TRADITION or INNOVATION E3. From the list that follows, please choose the values that you most often associate with luxury-13 values submitted Base: All respondents + Luxury and upscale women’s media brands 7
  6. 6. FRANCE AND ITALY REMAIN THE INTERNATIONAL SYMBOLS OF LUXURY EUROPE US CHINA 55% 60% 79% 45% 52% 63% 43% 52% 55% + E4. And which countries do you think best represent the essence and values of luxury? Base: All respondents Luxury and upscale women’s media brands 9
  7. 7. CHANEL AND LOUIS VUITTON: EXPRESSIONS OF LUXURY WORLDWIDE EUROPE US CHINA E5. If you had to name your three favorite luxury brands, what would they be? Base: All respondents + Luxury and upscale women’s media brands 11
  8. 8. LUXURY: THE MUST-FOLLOW TREND ESPECIALLY AMONGST CHINESE WOMEN Keeping up with the latest trends is important: 54% 45% 89% + Higher TOP50% of incomes*, Heavy Buyers** HO. Do you think it is important to keep up with the latest trends in luxury goods? Base: All respondents Sources : *The baseline for the top 50% of incomes will change according to the country. **Who have purchased at least 3 categories of products, 3 times in the past year. + Luxury and upscale women’s media brands 13
  9. 9. KEY POINTS - PART 1Luxury: a global market. Chinese perceptions of luxury are becoming increasingly westernisedFrance and Italy, and their famous luxury brands, symbolize luxury across the globe Luxury is associated with elegance and qualityeverywhere, but it can be still mingled with displays of social standing in China Luxury and upscale women’s media brands 15
  10. 10. PART2 Luxury: what role should the digital play?Luxury and upscale women’s media brands
  11. 11. PHYSICAL WORLD: THE FAVOURED MODE OF CONTACT WITH LUXURY BRANDS 1. Shops 1. Friends 1.Websites 2. Catalogues 2. Shops 2. Women’s websites 3. Articles and reports 3. Catalogues 3. Shops Shops: + Higher TOP 50% of “I’ll go to the store and get the feel. I love feeling things, and from there I’ll make my decisions.” Constance, 40 yrs, US incomes Friends: + > 45Yo H15 what other do you use to keep up with new developments in luxury? Base: All respondents Luxury and upscale women’s media brands 17
  12. 12. PHYSICAL WORLD: THE FAVOURED MODE OF CONTACT WITH LUXURY BRANDS In % Luxury shops 48 47 52 Luxury brand catalogues 40 35 47 Articles and reports on luxury brands 35 29 45 Heavy buyers: all Luxury brands websites 35 28 61 touchpoints Your friends, family members, co-workers, etc. 33 57 44 Chinese women Celebrities / IT girls 28 22 49 multiply touchpoints Street style, hotspots 26 16 35 to look for luxury trends Private sale sites 26 16 17 American women are Womens general interest websites 24 21 55 more influenced by Luxury brands newsletters 19 9 46 people around them Attending fashion shows 15 12 38 Social media sites 13 22 33 Blogs, newsgroups, forums 12 13 34 H15 What other sources do you use to keep up with new developments in luxury? Base: All Respondents + Luxury and upscale women’s media brands 18
  13. 13. DIGITAL: A MUST “A luxury brand on the web is keeping up with the times” 92% 93% 99%A1. If a luxury brand has a web presence, would you say that the brand… Base: Allrespondents Luxury and upscale women’s media brands 20
  14. 14. DIGITAL: A MUST, ESPECIALLY IN CHINA A luxury brand present on the web is… Net Agree (%) (n=2028) (n=828) (n=815) …keeping up with the times 92 93 99 …improving its service 86 89 94 …closer to you 76 75 95 In Europe and US : Closer to you: - 35 yrs Improving its service: 35-44 yrs “With the internet, you feel you are part of it– you feel in the know. You make the effort to look. You feel the information has been sent to you specifically - like an email”. Zhara, 34 yrs, FRA1. If a luxury brand has a web presence, would you say that the brand… Base: All respondents + Luxury and upscale women’s media brands 21
  15. 15. LUXURY BRAND’S WEBSITES: A KEY COMPONENT IN SALES People who use a website either to buy an item directly or to choose items they will buy later in a shop: 61% 61% 76% A3. When you visit a luxury brands website, it is generally to… Base: all respondents + Luxury and upscale women’s media brands 23
  16. 16. ALL RANGE OF LUXURY PRODUCTS ARE CONCERNED BY ONLINE PURCHASE Net online purchase Clothing 48% 48% 57% Shoes 43% 46% 58% Accessories 50% 45% 64% Handbags 47% 48% 57% Jewellery, w atches 41% 39% 49% A4. Which of the following categories of luxury goods have you purchased online? Base: person who has already purchased the category of product in a shop or online. + Luxury and upscale women’s media brands 26
  17. 17. SOME DISADVANTAGES TO BUYING LUXURY GOODS ONLINE Cannot try items on Risk of counterfeit items Not as enjoyable as going to the shop In % 60 Europe 47 35 (n=2028) 68 US 42 39 (n=828) 55 China 70 42 (n=815) + > 45Yo “I have a good overview of the products online. But it can’t replace a store where you are able to touch a product”. Corinne, 59 yrs, FR “I don’t really like to buy my things online because I’m worried about fraud”. Liao, 31 yrs, China A6. What keeps you personally from buying luxury goods on the internet? Base: All respondents + Luxury and upscale women’s media brands 28
  18. 18. KEY POINTS – PART 2 Physical world is the most engaging means of brand-customer contact According to customers, a luxury brand without a website is drastically behind the times  Luxury brands’ websites are now a key element in the purchasing of luxury goods Social networking is not yet as powerful a tool as the websites Luxury and upscale women’s media brands 34
  19. 19. PART3 The purpose and influence of media throughout the luxury worldLuxury and upscale women’s media brands
  20. 20. THE POWER OF UPSCALE WOMEN’S MAGAZINES Women of the target group who read at least one upscale women’s magazine : (ELLE, Vogue, Marie Claire, Harpers Bazaar, InStyle) 87% 85% 98% Higher TOP 50% + Heavy buyers < 35 Yo 35-44 YoH3. Please indicate how often you read each of the following upscale women’s magazines (ELLE, Vogue, MarieClaire, Harper’s Bazaar, InStyle). Responses: at least 5 to 6 times a year for the weeklies and/or 1 to 2 times a year for themonthly. + Luxury and upscale women’s media brands 36
  21. 21. ”I NEED MY MAGAZINE IN ORDER TO DECIDE” Upscale women’s magazines have a strong influence on purchasers of luxury goods, especially in China (ELLE, Vogue, Marie Claire, Harpers Bazaar, InStyle) 67% 59% 96% Higher TOP 50% + Heavy buyers < 35 Yo 35-44 YoH6A. Would you say that reading the following upscale womens magazines influences your choices and your opinions onluxury goods? Could you list the top 2 of the most influent ones ?Base: all respondents. + Luxury and upscale women’s media brands 38
  22. 22. THE DIGITAL VERSIONS OF UPSCALE WOMEN’S MAGAZINES Luxury and upscale women’s media brands 40
  23. 23. HIGH VOLUME TRAFFIC TO UPSCALE MAGAZINES’ WEBSITES Women of the target group who use at least one upscale women’s magazine website : (ELLE, Vogue, Marie Claire, Harpers Bazaar, InStyle) 58% 48% 95% + < 35 Yo Heavy buyers + H9. Do you visit one of the following websites (Vogue, ELLE, Marie Claire, Harper’s Bazaar, InStyle) at least once a month? Base: All respondents Luxury and upscale women’s media brands 41
  24. 24. BUT AN INFLUENCE LESS IMPORTANT THAN MAGAZINES Influence of digital versions of upscale women’s magazines in the purchasing choices of luxury goods buyers (ELLE, Vogue, Marie Claire, Harpers Bazaar, InStyle) 48% 36% 94%H13. Would you say that the digital versions of each of the following upscale women’s magazines, websites or mobileapps, influence your choices and your opinions concerning luxury goods ?Base: all respondents + Luxury and upscale women’s media brands 43
  25. 25. ELLE AND VOGUE: INFLUENTIAL WORLDWIDE IN LUXURY The top 2 most influential upscale women’s brand worldwide (Magazine+digital version) (*ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle)H6A. Would you say that reading the following upscale womens magazines or their digital versions influences your choicesand your opinions concerning luxury goods? Could you list the top 2 of the most influential ones ?Base: total respondants Luxury and upscale women’s media brands 45
  26. 26. KEY POINTS – PART 3 Upscale women’s magazines and their digital versions are both powerful in the world of luxury, even more for heavy buyers But magazines have a stronger influence on choices and opinions concerning luxury goods  Young women (-35 yrs) are even more sensible to the influence of upscale women’s magazines Amongst these titles, the famous global brands, Elle and Vogue, still stand out from the crowd Luxury and upscale women’s media brands 46
  27. 27. PART4 Print and digital: competitors or allies?Luxury and upscale women’s media brands
  28. 28. LUXURY BUYERS: BI-MEDIA USERS Women of the target group who read upscale women’s magazine or/and their websites : (ELLE, Vogue, Marie Claire, Harpers Bazaar, InStyle) A mix of print & web 65% 56% 97%Exclusively print 34% 44% 3%Exclusively web 0.9% 0.5% 0.3% Base: readers or/and users of upscale women’s media brands (ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle). + Luxury and upscale women’s media brands 48
  29. 29. STRENGHT OF MAGAZINES AND DIGITAL VERSIONS MAGAZINES: A SENSORY EXPERIENCE - DIGITAL: A PRACTICAL EXPERIENCE%More when reading an upscalemagazine or when using digital versions?: Print Web Print Web Print WebYou enjoy keeping up with luxury goods 55 18 42trends 49 24 27You like seeing different luxury adverts, they 22 51 16 41 30help you form an opinion about which trendsto follow 51You feel like you are part of the exclusive 28 21 28 44 57 43community of the brand 26 18 29You can dip into the world of luxury whenever you feel 47 52like it 44You make a note of luxury items that you will buy in 43 27 19 32the shop later 58 36You make a note of luxury items that you willbuy from the brands online shop 37 35 50 25 31 33You can compare and contrast luxury items 38 34 48 25 33 34You can discover new luxury brand products 43 26 54 19 36 32 H14. Which of the following statements best corresponds to you when reading an upscale women’s magazine? Base: All respondents + Luxury and upscale women’s media brands 50
  30. 30. PRINT AND DIGITAL: AN EFFECTIVE GLOBAL STRATEGY The advantage of the magazines is that you have the professionals’ advice, while on the internet you have lots of opinions but you have no way of knowing the credentials of the person that has written the comment. Fanny, 30 yrs, FR We might see something in a magazine, and then we’ll go online to see the whole range. Magazine is first, online is second. Tracey, 46 yrs, UK “The photos are bigger and prettier in magazines than on the internet… but the items are not as trendy, not always as up-to-date as on the websites”. Daniela, 39 yrs, GE “In the magazines I have the latest trends but I dont have all the additional information about the items. This I can find online”. Jana, 32 yrs, GE “When I see an advert in a magazine, I go on the website to find out more about the item and its prices. Online searching is bound to happen at some point.” Maria, 47 yrs, IT Luxury and upscale women’s media brands 54
  31. 31. THE POWER OF ADVERTISING Luxury and upscale women’s media brands 55
  32. 32. ADVERTISING IN UPSCALE WOMEN’S MAGAZINES: THE MOST ATTRACTIVE Adverts in upscale women’s magazines… Get your attention Top 1 Make luxury items Help you discover Make you want to go look good luxury brands shopping for luxury goods Top 2 Image Awareness Traffic “There are magnificent ad campaigns with gorgeous visuals.... Advertising really does make you dream… I prefer paper because with a single photo they manage to create something truly fantastic.” Emilie, 31 yrs, France P1. Let’s look more closely at luxury goods advertising. Please give us your opinion on each of the following sentences. More when seeing an advertising in an upscale magazine. Base: all respondents. + Luxury and upscale women’s media brands 56
  33. 33. ON AND OFF-LINE ADVERTISING: AN EFFECTIVE GLOBAL STRATEGY THE ADDITION OF DIGITAL ADVERTISING IMPROVES THE RESULT Help you stay informed about luxury brand’s news (n=2028) 12 44 16 28 (n=828) 17 40 11 32 (n=815) 2 48 29 22 Neither Both Adverts on upscale womens magazine websites and apps Adverts in upscale womens magazines P1. Lets look more closely at luxury goods advertising. Please give us your opinion on each of the following sentences. Base: All respondents Luxury and upscale women’s media brands 58
  34. 34. THE GLOBAL BRAND Luxury and upscale women’s media brands 60
  35. 35. A POWERFUL MEDIA BRAND % women of the target reading the magazine or using a digital version of the ELLE 77% 70% 95%E1. Now, lets talk about the "ELLE" brand in general, the magazine, the website and the mobile phone/tabletapp. Are you a reader of the magazine and/or a user of the digital version ? + Luxury and upscale women’s media brands 61
  36. 36. THE 360° ELLE BRAND: A WORLD-WIDE REFERENCE POINT Net Agree (n=2028) (n=828) (n=815) In % …inspires confidence 77 74 94 …is a reference point in the luxury world 72 79 93 …helps you make decisions about luxury goods 71 74 94 …inspires you and gives you ideas 71 74 90 …inspires you to dream 64 67 89 You feel attached to 63 58 87 + > 35 Yo + Heavy Buyers + 35-44 Yo E1. Now, lets talk about the "ELLE" brand in general, the magazine, the website and the mobile phone/tablet app. Would you say that…. Base: All respondents. Luxury and upscale women’s media brands 63
  37. 37. THE 360° ELLE BRAND: A WORLD-WIDE REFERENCE POINT “ELLE, a very modern magazine, with up-to-date ads. They are professional, they bring out more trendy clothing styles, jewellery styles”. Stephanie, 39 yrs, US “ELLE has the newest products, and mixes high-street brands with designer”. Frances, 42 yrs, UK “It gives good advice and there is information about many products. I tend to trust the products that they recommend and if I like it, I go and buy it… perfumes for example”. Roberta, 29 yrs, IT “About ELLE, I like the luxury brand ads and fashion articles. They have nice people on the cover to represent luxury brands. There are famous people that already endorse brands”. Melissa, 27 yrs, US Luxury and upscale women’s media brands
  38. 38. THE 360° BRAND: A WORLD-WIDE REFERENCE POINT “I often go on ELLE website, I can find additional information, detailed info about the products, other reportages about fashion, travel beauty which are not necessarily in the magazine. It is very clearly laid-out, the photos are very nice, luxurious, I like it very much.” Stefanie, 52 yrs, GE “ELLE website goes hand in hand with the magazine. I liked the subtitles and the dropdown menus. I find it complements the magazine because they show what goes on behind the scene at photo shoots…”. Melissa, 27 yrs, US “ELLE website has more photos, and videos. It couldn’t replace the magazine, it adds to it. It’s a continuation”. Margaret, 40 yrs, US Luxury and upscale women’s media brands
  39. 39. KEY POINTS – PART 4 Buyers of luxury goods are “bi-media”, they use a mixture of upscale women magazines and digital versions The classic beauty of advertising in women’s magazines is a very successful way to get the attention of luxury clientèle…  …But the addition of digital advertising enhances the result of the campaign The ELLE 360° brand is still a reference point for luxury clientèle world-wide Without a doubt, print and digital form a very effective combination Luxury and upscale women’s media brands 66
  40. 40. THANK YOU FOR YOUR ATTENTIONBy Lagardere Global Advertising A STUDY with Ipsos BY LAGARDERE ADVERTISING 2012- - October Luxury and upscale women’s media brands

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