1. LUXURY CATEGORY
Market Overview:
• The Global and UK luxury markets are bucking the trend, increasing even
though the rest of the retail market is struggling
• By 2015 the UK luxury market is expected to grow by 57%
• There are two driving factors for the UK’s success in this category:
− BRIC tourists
− The “simply the best consumer” – the JCDecaux Airport audience
• JCDecaux Airport represents 40% of all UK Outdoor Luxury advertising
spend (£4.4m)
JCDecaux Airport Passengers:
• 8.5 million JCDecaux Airport passengers have bought luxury goods at the
airport in the last year
• JCDA has a higher profile of key consumers than luxury press
− Heathrow has a higher profile of key consumers than competitor magazines
• JCDecaux Airport passengers have a higher propensity to purchase luxury
items
• JCDA passengers expect to see luxury advertising at the airport
• More likely than the national average to purchase luxury items at the airport
• Luxury goods owners/purchasers more likely to travel through a JCDA than
read luxury press titles
Sources: Bain & Company 2011; Ledburyresearch.com; NMR Jan – Dec 2011; Consumer
Attitudes Towards Luxury Brands, Mintel, Nov 2011; Premier TGI 2011; TGI GB 2011.
info@jcdecauxairport.co.uk