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Conde nast spain the role of influencers in the communication of premium and luxury brands

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onderzoek naar de rol van influencers en magazinemedia in de luxury branche

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Conde nast spain the role of influencers in the communication of premium and luxury brands

  1. 1. CONDÉ NAST COLLEGE SPAIN THE ROLE OF INFLUENCERS IN PREMIUM AND LUXURY BRANDS COMMUNICATION
  2. 2. CONDÉ NAST COLLEGE SPAIN Social networks have reinvented everything with regard to sources of information. And that had led to the arrival of new content writers and broadcasters: the influencers. But what exactly is the role of influencers in the world of luxury? Are they just another information channel, or do they have real influence on purchase decisions?
  3. 3. CONDÉ NAST COLLEGE SPAIN At present, brands set objectives which go beyond the scope, affinity and profitability of the media and channels, and we want to have real INFLUENCE on our audiences. So it is important to analyse in detail where this influence in the world of luxury is created
  4. 4. CONDÉ NAST COLLEGE SPAIN Analysing the channels which take part in providing information and which influence purchasing in various premium and luxury product categories. OBJECTIVES OF THIS STUDY Understanding what influencers and specialised publications provide luxury and premium consumers with. Finding potential synergies between both channels in order to improve the efficiency of brand communication. 1 2 3
  5. 5. CONDÉ NAST COLLEGE SPAIN METHODOLOGY ENVIRONMENT TECHNIQUE FIELD QUESTIONNAIRE MARGIN OF ERROR SAMPLE COLLABORATING FIRM AD, CN Traveler, GQ, Vanity Fair and Vogue website and social network users. Online interview (Cawi). Access via links to questionnaires on websites and social networks.. Spain (June, 2017). Structured to last 15 minutes. Total sample: 95% reliability, with a +/- 2% margin of error when n = 2,400. Sample per magazine: 95% reliability, with a +/- 7.3 to 3.4 % margin of error when (n = 849). 1939 interviews with a Condé Nast web and social networks magazines. AD: 196 interviews CN Traveler: 260 interviews Glamour: 449 interviews GQ: 179 interviews Vanity Fair: 136 interviews Vogue: 719 interviews The Cocktail Analysis
  6. 6. CONDÉ NAST READERS AND THE LUXURY ENVIRONMENT CONDÉ NAST COLLEGE SPAIN
  7. 7. CONDÉ NAST COLLEGE SPAIN 75% 88%Fashion Travel Beauty Wellbeing Decoration PREMIUM 26%LUXURY 31% MAINSTREAM 43% 66% 57% 56% 38% FAN 29% FOLLOWER 33% NEUTRAL WOMAN 81% MAN 19% AVERAGE AGE 38AÑOS WOMAN 85% MAN 15% AVERAGE AGE 32AÑOS 73% 82%Fashion Travel Beauty Wellbeing Decoration 60% 53% 49% 39% FAN 26% FOLLOWER 35% NEUTRAL WOMAN 87% MAN 13% AVERAGE AGE 34AÑOS 74% 84%Fashion Travel Beauty Wellbeing Decoration 63% 53% 56% 42% FAN 29% FOLLOWER 29% NEUTRAL 60% of the Condé Nast readership describes itself as luxury or premium product consumers.. FAN: Follow 4-5 influencers FOLLOWER: Follow 2-3 influencer NEUTRAL: Follow 1 or no influencers
  8. 8. CONDÉ NAST COLLEGE SPAIN 94%Several times a day The Condé Nast readership is made up of advanced Internet users, who have access to many different device and connect frequently, particularly using smartphones. 58% 36%38% 15% Our readers use not only mass apps (WhatsApp, Facebook, YouTube, etc.), but also specialised apps for their areas of interest (fashion, magazines, beauty, etc.). Message apps 92% Social Networks 90% Whastapp Facebook Messenger Telegram Others 91% 46% 6% 1% Facebook Instagram Youtube Twitter Linkedin Snapchat Linkedin Others 79% 74% 59% 38% 34% 2% 1% 1% Service apps 91% Bank apps Fashion brand apps Fashion/beauty magazines Media apps Hotel reservation apps Flight reservation apps Personal shopping apps Beauty product brand apps Decoration magazine apps Sports magazine apps 67% 60% 51% 47% 39% 38% 37% 31% 26% 8%
  9. 9. CONDÉ NAST COLLEGE SPAIN Fashion is a subject which interests all types of Condé Nast readers. It is also the subject which most overlaps with other subjects. 100% 70% 73% 54% 56% FASHION BEAUTY TRAVEL DECORATION WELLBEING 94% 100% 75% 58% 64% 83% 64% 100% 57% 58% 87% 69% 79% 100% 59% 86% 75% 79% 58% 100% FASHION BEAUTY TRAVEL DECORATION WELLBEING (1638) (1223) (1432) (1023) (1052)
  10. 10. CONDÉ NAST COLLEGE SPAIN FASHION BEAUTY DECORATION TRAVEL WELLBEING 19% 70% 12% 9% 29% 62% 9% 37% 54% 59% 38% 3% 52% 43% 5% 27% 64% 10% 7% 35% 58% 6% 51% 44% 65% 33% 2% 65% 31% 5% Condé Nast readers in general, and also those who purchase luxury or premium goods, are habitual consumers of our publications (in print and online). LUXURYPREMIUM I sometimes read Condé Nast publications I occasionally read Condé Nast publications I subscribe to Condé Nast publications Readers’ base: 331 340 325 319 310 251 267 271 271 249Readers’ base: MODA BEAUTY DECORATION TRAVEL WELLBEING
  11. 11. CONDÉ NAST COLLEGE SPAIN DECORATION An audience for whom print and digital formats (websites and social networks) are complementary channels. FASHION BEAUTY WELLBEING TRAVEL 43%Print format Digital format / RRSS 41% 41%Print format Digital format / RRSS 41% 44%Print format Digital format / RRSS 43% 31%Print format Digital format / RRSS 54% 37%Print format Digital format / RRSS 47% Fashion readers’ base Beauty readers’ base Decoration readers’ base Travel readers’ base Wellbeing readers’ base
  12. 12. READERS, INFLUENCERS AND MAGAZINES CONDÉ NAST COLLEGE SPAIN
  13. 13. CONDÉ NAST COLLEGE SPAIN 62%Knowing about current trends in the subject Having a personal/different style Offering practical ideas and advice Having the support of major brands Working with specialist magazines, not just on social media Giving credible recommendations Somebody you can identify with Their number of followers Being the image of prestigious brands Being discussed in specialist magazines 58% 60% 64% 55% 49% 46% 38% 43% 42% 37% 29% 34% 21% 29% 20% 46% 38% 55% 62% LUXURY PREMIUM INFLUENCERS’ MOST VALUED CHARACTERISTICS
  14. 14. CONDÉ NAST COLLEGE SPAIN Yes No I don’t mind LUXURY 82% Transparency in commercial campaigns is something readers demand of influencers 5% 14% 82% 5% 14% PREMIUM Should influencers state when one of their posts is adversting?
  15. 15. CONDÉ NAST COLLEGE SPAIN Our readers know a lot about expert influencers in different areas, above all about those they see in the media as well as following them in social media and on blogs. Blanca Suárez Marta Hazas Macarena Gómez Gala González María Pombo Blanca Miró Jessica Goicoechea Sara (Collage Vintage) Marta Lozano Paula Gonu Ninauc (Nina Urgell) Lulu Figueroa INFLUENCER AWARENESS FOLLOWING INFLUENCE 61% 58% 51% 41% 40% 37% 31% 28% 26% 25% 24% 24% 34% 15% 14% 28% 26% 14% 17% 22% 16% 16% 21% 9% 14% 4% 5% 15% 14% 6% 7% 14% 8% 7% 13% 4% FASHION
  16. 16. CONDÉ NAST COLLEGE SPAIN Macarena Gómez María Pombo Jessica Goicoechea Paula Gonu Ninauc (Nina Urgell) Itziar Aguilera 46% 39% 28% 23% 21% 17% 14% 27% 18% 16% 21% 13% 4% 13% 7% 6% 9% 6% BEAUTY TRAVEL Dulceida María Pombo Sara (Collage Vintage) Ninauc (Nina Urgell) Biel Juste 52% 39% 23% 19% 15% 27% 20% 18% 15% 6% 12% 10% 10% 8% 4% INFLUENCER AWARENESS FOLLOWING INFLUENCE INFLUENCER AWARENESS FOLLOWING INFLUENCE
  17. 17. CONDÉ NAST COLLEGE SPAIN María Villalón Helena Rohner Teresa Sapey Guille García Hoz 35% 28% 22% 21% 8% 7% 8% 11% 2% 3% 4% 5% DECORATION WELLBEING Malena Costa Gala González Sara (Collage Vintage) Jessica Goicoechea Ninauc (Nina Urgell) Itziar Aguilera 66% 39% 26% 26% 21% 17% 17% 24% 20% 14% 17% 10% 6% 10% 11% 7% 8% 6% INFLUENCER AWARENESS FOLLOWING INFLUENCE INFLUENCER AWARENESS FOLLOWING INFLUENCE
  18. 18. CONDÉ NAST COLLEGE SPAIN There are influencers who reach more than 60%, of readers, but none of them have more than 15% influence on premium or luxury purchasers. The most influential amongst them stand out for their credibility and confidence placed in them due to their careers. In many cases, however, having brands’ support and being connected with specialist publications is more important than their experience in the area or the number of followers they have. An expert in the area Somebody who I have admired for a long time Inspires confidence Credible Gala González Sara (Collage Vintage) María Pombo Supported by major brands Has many followers Works with specialist publications 49% 48% 34% 34% 47% 49% 46% 36% 46% 37% 41% 44%40% (336) (291) (330) 63% 55% 65% 66%63% 67% 49% 56% Blanca Suárez 62% 31% 47% 52% 52% (235) 55% 53% Dulceida 33% 36% 62% 38% 56% (200) 65% 52% Ninauc (Nina Urgell) 36% 43% 45% 39% 39% (195) 52% 49% Jessica Goicoechea 34% 38% 46% 51% 60% (131) 43% 34%
  19. 19. CONDÉ NAST COLLEGE SPAIN Gigi Vives Nanitita (Ana Castillo) Coco Rocha Alba Galocha Diego Osorio Sara Salamo Miss Hedwig (Carol Peña) Arancha Martí Laura Put Natasha Mass Inés Arroyo 37% 37% 43% 29% 29% 48% 10% 10% 8% 7% 7% 11% TOTAL (1939) 24% 35% 42% 19% 32% 39% 9% 6% 5% 6% 7% 8% (196) 42% 37% 44% 30% 25% 56% 10% 15% 9% 6% 7% 9% (449) 31% 21% 33% 17% 30% 26% 10% 8% 7% 10% 4% 13% (179) 24% 22% 24% 22% 19% 29% 9% 7% 5% 5% 5% 4% (260) 23% 45% 49% 21% 46% 40% 15% 13% 10% 7% 10% 13% (136) 51% 46% 46% 39% 58% 10% 10% 9% 9% 8% 13% 30% (719) Condé Nast readers are aware of many “new faces” on social networks, and this may be an opportunity for commercial brands. Ladyaddict
  20. 20. CONDÉ NAST COLLEGE SPAIN AND, IN GENERAL, READERS FIND VETERAN INFLUENCERS AS CREDIBLE AS NEW FACES An influencer who is already supporting several brands A new influencer who has not yet burned out 43% 57% TOTAL SAMPLE WHO IS MORE CREDIBLE? (196) (449) (179) (260) (136) (719) 34% 46% 37% 57% 56% 47%53%44% 44% 63%66% 54% An influencer who is already supporting several brands A new influencer who has not yet burned out
  21. 21. CONDÉ NAST COLLEGE SPAIN Condé Nast influencers and publications bring commercial brands different values. New consumers for brands Brand recognition Brand’s current image Brand prestige Brand credibility 58% (196) (179) (136)(260) (719)(449) 55% 71% 71% 71% 64% 73% 63% 58% 40% 62% 32% 58% 60% 58% 54% 54% 55% 70% 51% 57% 57% 27% 25% 64%60% 55% 50% 49% 34% 55% 25% 52% 63% 60% 58% 55% 50% 35% 47% 26% 49% 62% 70% 55% 50% 51% 47% 41% 38% 25% 19% 58% 68% 69% 58% 56% 63% 39% 33% 59% CONDE NAST PUBLICATION INFLUENCER
  22. 22. PREMIUM AND LUXURY CONSUMERS’ CONSUMER JOURNEYS CONDÉ NAST COLLEGE SPAIN
  23. 23. CONDÉ NAST COLLEGE SPAIN I go to the brand shop I read print magazines I look for information on the brand website I follow experts in the area I follow influencers on social media I read online magazines 70% 72% 75% 61% 59% 66% 62% 58% 47% 50% 71% 75% TOTAL SAMPLE LUXURY/PREMIUM SAMPLE SOURCES OF INFORMATION / SEARCHES IN DIFFERENT CATEGORIES In all the categories analysed specialist publications are consulted more often than influencers are and, if in some categories they are not consulted so much in print, they are online. Brands themselves and their shops and e-commerce websites, of course, are also in top positions. Influencers have a little more weight for luxury purchasers in fashion and beauty, but experts’ and professionals’ opinions count for more in all areas except for fashion. FASHION BEAUTY DECORATION TRAVEL WELLBEING I search using Google I decide by myself Family and friends advise me 48% 31% 36% 21% 20% 48% 70% 68% 74% 54% 55% 65% 56% 52% 64% 66% 62% 75% 60% 25% 31% 33% 32% 59% 64% 67% 72% 53% 45% 54% 43% 43% 47% 53% 63% 69% 60% 31% 35% 28% 29% 61% 56% 48% 56% 33% 27% 38% 38% 36% 43% 51% 44% 61% 76% 24% 29% 47% 45% 74% 57% 56% 63% 40% 38% 50% 46% 48% 62% 67% 51% 65% 66% 24% 31% 37% 40% 63%
  24. 24. CONDÉ NAST COLLEGE SPAIN I go to the brand shop I read print magazines I look for information on the brand website I follow experts in the area I follow influencers on social media I read online magazines 67% 65% 68% 59% 59% 71% 56% 52% 54% 51% 65% 64% TOTAL SAMPLE LUXURY/PREMIUM SAMPLE SOURCES OF DECISION / INFLUENCE IN DIFFERENT CATEGORIES During the purchase decision or real influence phase brands themselves and specialist publications count for more than influencers, just as in the previous section. There are no major differences between the total sample and luxury/premium purchasers. Family and friends advise me 19% 19% 62% 60% 67% 54% 55% 71% 52% 49% 50% 49% 65% 65% 26% 26% 61% 67% 76% 59% 49% 59% 36% 36% 35% 35% 70% 69% 24% 24% 44% 50% 59% 37% 26% 36% 32% 29% 30% 29% 44% 51% 43% 39% 52% 51% 56% 44% 41% 49% 43% 44% 41% 42% 53% 63% 33% 33% FASHION BEAUTY DECORATION TRAVEL WELLBEING
  25. 25. CONDÉ NAST COLLEGE SPAIN Yes Yes Yes Yes Yes Yes YesNo No No No No No NoI don’t mind I don’t mind PREMIUM TARGET MARKETLUXURY TARGET MARKET (196) (449) (179) (260) (136) (719) I don’t mind I don’t mind I don’t mind I don’t mind I don’t mind 49% 39% 43% 44% 30% 53% 55%25% 25% 22% 31% 13% 17%36% 32% 34% 39% 34% 28% 47%23% 20%28% 33% SYNERGIES BETWEEN CONDE NAST INFLUENCERS AND PUBLICATIONS ON THE LUXRY CONSUMER JOURNEY Yes No I don’t mind In general, and in spite of many influencers’ credibility, collaborating with a Condé Nast publication enhances credibility in many luxury purchasers’ eyes.
  26. 26. CONCLUSIONS CONDÉ NAST COLLEGE SPAIN
  27. 27. CONDÉ NAST COLLEGE SPAIN High percentage of luxury and premium purchasers among Condé Nast readers (on all channels). Readers aware of and follow a large number of veteran influencers and new faces; they are influential, but no more than 15%.. Influencers’ personal, fresh approach is valued, as is being able to identify with them, and their interpretation of trends. Influencers’ collaboration with prestigious brands and publications is more highly valued than their experience in particular areas or their number of followers. Condé Nast publications and influencers, using their digital and social channels, are able to bring brands new consumers. Readers have included influencers and social media as new sources of information along with more traditional sources, but in terms of purchase decisions and real influence the brands themselves and specialist publications, both in print and online, are more efficient. CONDE NAST LUXURY / PREMIUM PURCHASERS READERSHIP AND INFLUENCERS
  28. 28. CONDÉ NAST COLLEGE SPAIN During the consumer journeys in the categories analysed physical and online channels co-exist as part of an overall experience. Condé Nast brands, thanks to their experience and values, can give influencers greater credibility, and, as such, are true sources of influence in the areas analysed. And commercial brand communication initiative which requires an influencer’s presence will always be more credible and prestigious if carried out in collaboration with a Condé Nast specialist publication. RECOMMENDATIONS 1 2 3
  29. 29. CONDÉ NAST COLLEGE SPAIN INFLUENCERS ARE ESTABLISHED THANKS TO THE BRANDS AND SPECIALIST MEDIA THEY WORK WITH
  30. 30. CONDÉ NAST COLLEGE SPAIN THANK YOU
  31. 31. CONDÉ NAST COLLEGE SPAIN Both target markets were made up based on their consuming over the previous six months: Of the following products and services, which have you bought or paid for over the last six months? ANEXO: LUXURY AND PREMIUM SECTOR CHARACTERISTICS 2 Business or first-class airplane ticket 4 Known-brand perfume costing more than €100 6 Cosmetic or beauty creams or products each costing more than €100 10 5-star hotel room 14 Accessories (bag/shoes) worth more than €200 16 Watch worth more than €1500 18 Piece of jewellery worth more than €1500 LUXURY Once Several times 2 Business or first-class airplane ticket 4 Known-brand perfume costing more than €100 6 Cosmetic or beauty creams or products each costing more than €100 10 5-star hotel room 14 Accessories (bag/shoes) worth more than €200 15 Reloj de entre 750€ - 1500€ 16 Watch worth more than €1500 17 Piece of jewellery 750€ - 1500€ 18 Piece of jewellery worth more than €1500 PREMIUM Once Several times WEIGHT: 31% WEIGHT: 26% *Individuos que hayan seleccionado la opción “varias veces” en, al menos, uno de estos ítems *People who have chosen the option “once” for at least one of these items

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