Rupam Borthakur, Manage Director, Millward Brown

1. SOCIAL MEDIA MATTERS RESEARCH BLAST
Love of Luxury - winning next gen Luxury customers
September 2013

2. Next Gen Luxe

3. LUXURY IS HIGHLY “SOCIAL”
Purchase process has
social influence
Buying a luxury piece involves:
§ Preferring items that are popular/ have buzz
§ seeking reassurance from people that
matters
§ Social media as a key influencer
Motivation is socially
driven
Owning a luxury piece:
§ Reveals a social status
§ Appear to be more
socially desirable

4. MEN ARE FROM MARS AND WOMEN FROM VENUS
4
Luxury should
be versatile to
justify its value
Luxury is an
investment
Aesthetic design
drives emotive
interest
Luxury has
symbolic meaning
for manhood
Hermes scarf
has amazing
material and
prints. Timeless
and versatile”
I bought the
Chanel purse
simply because
it is pink in
color”
Rolex is one
symbol of Man”

5. WOMEN HIGHLY INFLUENCED BY FRIENDS
5
SPREADING DESIRE
WHATSAPP
“DEVIL GROUPS”
My best girlfriend
shared a Cartier
Facebook post. It started
comments / discussions
with my friends”
“SHOPPING DEVIL
GROUP”
I have a friends shopping
group – mao gui group who
share pictures of products
which tempt me to buy and
go shopping together”
Peer influence is highly
impactful, social Media
magnifies peer influence

6. MEN DRIVEN BY PERSONAL ENJOYMENT AND OWN
APPRECIATION OF LUXURY
6
Men usually act on their own impulse –checks information on their own,
friends’ advices/preference play a less important role
I saw a colleague
carrying a sleek silver
Rimowa. It was a big
contrast compared to
my luggage. He looks
so much more cool &
stylist.”
I was curious
what makes a
Rimowa special;
went on youtube and
saw ads on Rimowa –
I was impressed.”
I went to the
Rimowa website; I
decided on the
black Topas
stealth: I must buy
it for my next
business trip.”

7. JOURNEY OF LOVE - PATH TO PURCHASE USUALLY HAS
5 STAGES
7
DESIRE SEARCH
EVALUA
-TE
BUY
POST
BUY
I tried on my friend’s Mulberry
bag for 5mins – it instantly lifted my
entire look. I just got to have it!”
I saw many models and street
pictures posted on fashion magazines
using my bag; I was inspired!”

8. LOVE AT FIRST SIGHT CRITICAL WITH LUXURY
8
I want the pink Mulberry
bag and nothing else will do!”
Consumer purchase journeys
indicated the original item that
trigger consumers’ wants /
impulses at the desire stage has a
first mover advantage.
Trigger deprivation and sense of
possession – I want this and nothing
else will do.
DESIRE

9. SOCIAL MEDIA HAS A KEY ROLE IN BUILDING DESIRE
AND INSPIRING BRAND CHOICE
9
PUBLIC PLATFORM PRIVATE GROUPCONTENT CURATION
Social tribe who
shares common
values; source of
influence on choice
and preferences
Pictures/ links
selected and shared
through Whatsapp in
the second layer
DESIRE SEARCH
EVALUA
-TE
BUY
POST
BUY

10. FACILITATING SHARING OF BRAND CONTENT CRITICAL
10
§ Make sharing easy to do - easier to embed links, share pictures or videos
§ Maintain interesting and meaningful content – make sharing worthwhile
My friend shared with me link
to ‘Frank Muller crazy hour’ through
whatsapps; The watch movement is
amazing! After I saw the video, it
made me take notice of this brand.”
NEW NEWS
THROUGH
PRODUCT
LAUNCH
My friend
shared an Audi post
on Facebook. I was
interested; I loved
the ad as it was like
a drama”

11. IT IS NEVER TOO EARLY TO START RE-ENGAGING
CONSUMERS
11
Purchase is not the end but the
start of a fruitful relationship.
Consumers become more engaged
with the brand and start to think
what next.
After I purchased my
Rolex Deep sea, I downloaded
Rolex mobile apps to
understand more; I have
targeted the Daytona as my
next watch to own.”
POST
BUY

12. NEVER STOP FALLING IN LOVE - YOUR LAST CUSTOMER
IS YOUR NEW POTENTIAL
12
KICK-STARTS A FRESH PURCHASE JOURNEY
I went to the
Rimowa flagship store
in Causeway Bay near
my working place to
BUY the luggage.”
I was curious what
makes a Rimowa special;
went on youtube and
saw ads on Rimowa – I
was impressed.”
A few weeks later,
I went into the shop
and picked up a
limited edition Rimowa
for my wife.”
DESIRE
POST
BUY

13. KEEP LOVING AND BUILDING DESIRE!