This document summarizes the results of an online quantitative research study conducted in Greece about perceptions of luxury. It finds: 1) When asked about luxury, respondents most commonly associated it with clothes/footwear, money, 5-star hotels, yachts, and gourmet meals/spirits. 2) Respondents also associated luxury with being expensive, big in size, providing comfort and quality. 3) The research identified three "typologies" or perspectives on luxury - the "classic" side valued quality, aesthetics and trips. The "posh" side valued expensive homes, money and brands. The "inner" side valued free time with family, calmness and happiness.

1. MONEY IS NOT THE ISSUE
2014 Perspectives on Luxury
Anna Karadimitriou
anna@focus.gr
General Manager of Ad-Hoc & Online Research

2. Our sources

3. Our sources
ONLINE QUANTITATIVE RESEARCH
especially for the II Business of Luxury Conference
FOR INTERNET USERS
500 men & women, 25+ years old, Greece
Procedure: FocusOnline Panel
in just 2 days! (5/6-11-2013)
Wide experience from Qualitative Researches:
«meta-knowledge»

4. What we did
ONLINE QUANTITATIVE RESEARCH
The notion of luxury in Greece of 2014
WORDS
&
IMAGES

6. At first,
what does luxury mean nowadays?

7. Clothes-
Footwear
21%
Money
20%
Hotel 5*
18%
Yacht
12%
Gourmet
meals/Spirits
10%
Restaurant
10%
Jewelry
8%
Massage/
Spa
5%
%Luxury is related to…
Spontaneous mentions
Car
34%
House
32%
Trip
28%
Entertain-
ment
12%
Gadgets
5%

8. Clothes-
Footwear
21%
Money
20%
Hotel 5*
18%
Yacht
12%
Gourmet
meals/Spirits
10%
Restaurant
10%
Jewelry
8%
Massage/
Spa
5%
%
Car
34%
House
32%
Trip
28%
Entertain-
ment
12%
Gadgets
5%
And is connected to…
Spontaneous mentions
Expensive
32%
Big size
14%
Free time
16%
Comfort
12%
Many
11% Quality
11%
Beauty
11%
Enjoyment
7%Eponymous
brands
7%
Show-off
5%
Exaggerated
spending
8%
Distant
Indifferent
5%
Calmness
Peace
11%

9. A positive notion
At least one positive/negative mention
82
18
Positive mentions Negative mentions
%

10. What’s the degree of acceptance,
regarding popular statements about
luxury, from the Greek society?

11. “I think there is something about luxury –it’s not
something that people need, but it’s what they want.
It really pulls at their heart”
Marc Jacobs

12. “Some people think luxury is the opposite of poverty.
It is not. It is the opposite of vulgarity”
Coco Chanel

13. “To me, luxury is in the simple things. I
do not seek for opulence”
Francis Ford Coppola

14. “The greatest luxury is being free”
Manolo Blahnik

15. “Luxury is wonderful, inspiring feelings of
admiration and excitement”
unknown

16. “To me luxury is to be at home with my loved ones,
and the occasional massage doesn't hurt”
Olivia Newton-John

17. “Luxury is what we are missing”
Focus Bari

18. 10
14
18
37
33
35
50
77
62
59
46
37
38
22
Agree Disagree
Do we agree with these statements?
“Luxury’s not something that people need, it’s what they want. It really pulls at their heart”
“Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity”
“Luxury is wonderful, inspiring feelings of admiration and excitement”
“To me, luxury is in the simple things. I do not seek for opulence”
“The greatest luxury is being free”
“Luxury is what we are missing”
“To me luxury is to be at home with my family, and the occasional massage doesn't hurt“

19. What we value the most;
Significance of attributes
25%
21%
11%
13%
9%
9%
12%
Mean
Expensive/
High cost
Great
quality
Individuality/
uniqueness
Aesthetics
Rarity
Symbol/ Status
Emotional value%

20. Is everything the same for everyone?

21. Οι εκφάνσεις της πολυτέλειας
Τυπολογίες | clusters
The posh side
of luxury
24%
The inner
side of luxury
12%
The classic
side of luxury
64%

22. The expressions of luxury
Typologies | clusters
15
57
7
26
14
10
13
7
10
16
5
11
11
6
9
10
6
7
9 4
46
Classic Posh Inner
Emotional value
Symbol/status
Rarity
Aesthetics
Individuality/Uniqueness
Great Quality
Expensive/High Cost
%

23. The posh
Men and women of
Younger age from
the rest of Greece
Their placement
The classic
Men mainly of
older age
The inner
Women mainly
Middle aged
Attica

24. The classic
side of luxury
64%

25. Trips 29%
Aesthetics 15%
Quality 15%
Expensive 5* hotel 20%
Gourmet 11%

26. “To be relaxed, to have enough time and money to make trips, going out, getting a
massage and shopping. To have my own house and many options”
The classic
side of luxury
“Luxury is something that its too-perfect – something that is
the finest expression of a product or service”
“Comfort, convenience, satisfaction, vacations, free time,
relaxation, beautiful places, quality goods”
“Expensive fabrics, haute couture, fresh fragrant flowers, unwrinkled
tablecloth, champagne, crystal glasses, attention to detail, excellent behavior
and manners”
The classic side of luxury
Typologies | clusters

27. The posh side
of luxury
24%

28. Big size 23%
Much / many 17% Luxurious home 43%
Huge amount of money 35%
Glamour 12%
Brands 8%

29. “Yacht, Milan, Louis Vuitton, Porche, Parties, lake Como,
suits, cigars”
The posh
side of luxury
“Expensive house, expensive car, expensive
clothes, expensive restaurants, expensive hotels”
“Mercedes, Lexus, Rolex, Prada,
swimming pool, mansion,
Acapulco, Monaco, expensive gadgets,
suite at a hotel”
“Wealth, opulence, glamour, glitter, eponymous brands, shopping
abroad, a model as your partner”
The posh side of luxury
Typologies | clusters

30. The inner
side of luxury
12%

31. Free time 27%
Time with the loved ones 20%
Love | joy | happiness 16%
Calmness | Peace 20%

32. “To enjoy your free time with the loved ones. Make gifts for no reason. To feel
safe. To be able to help others”
The inner
side of luxury
“Gold, calmness, satin, enjoyment, comfort”
“Anything that imparts beauty, pleasure, happiness…
financial comfort to live something I have been dreaming of”
“Spa and pampering, relaxation, wellness, cleanliness, time for myself, spiritual
uplift, kindness, love”
The inner side of luxury
Typologies | clusters
“A stone house with big windows in the countryside, with a huge
fireplace and a bookcase with the rarest books of the world”

33. Video
https://www.youtube.com/watch?v=1wwndDVfuNw