Comparative costumer profile (Hermès & Gucci) Research based on flagship stores visits in Italy, France and Switzerland, mystery shopping experiences, company visits in Florence and Paris. Executive Master in Luxury Goods Management at Università Cattolica del Sacro Cuore of Milan

1. Comparative costumer profileComparative costumer profile
Università Cattolica del Sacro Cuore of Milan
Executive Master in Luxury Goods Management
(EMLUX)
by Ava Mihaylovaby Ava Mihaylova
May 2014May 2014

2. Personal characteristics
Exclusive type of high class, rich customers (quality seekers and self-indulgers), mainly
female with a high financial status, also famous people from the high-end societies,
ranging from young adults to seniors (most loyal and true customers are over 30 + ),
usually highly educated and very affluent, that come from Western European countries,
Russia, United Arab Emirates, North America, Brazil, Japan, China, Hong Kong,
Singapore, Malaysia, Thailand, S.Korea.
Lifestyle
These customers are single or married with a net income of about € 6,000-10,000 or
above per month, as well as ultra-HNWI or individuals with up to € 1 million worth of liquid
assets (bankers, lawyers, top managers, business leaders, politicians, famous rich
people). They have a keen eye for fashion and trends, as well as top quality products,
greatest craftsmenship and materials and will not flinch at paying a € 10,000-12,000
premium for a customized Birkin bag or any luxury good for that matter. In short, this
particular customer is able and willing to pay a premium for something which excludes
class and quality, and at the same time is unique, very rare and customizable to the proper
needs.
Customers travel very often on business (1-2 times a month) and the most frequented
Hermès shops by tourists are in Paris, where they make bigger purchases because of the
most stock.
Absolute luxury customer profile

3. Shopping habits
Main categories purchased: high-fashion clothing, leather goods - handbags, shoes,
scarves, gloves, watches, accessories, jewelery, fragrances.
Spending on luxury: 70-80 % of their expenses.
Hermès inaccessible prices are not a barrier for this specific group of customers that have
waited for years to be included in the long waiting list to procure the dream Birkin bag or
other customizable products.
Preffered channel: purchases in Hermès boutiques, concept stores, exclusive private
events or catwalks.
Shopping frequency: 2-4 times a month locally, 50-75% of the time customers buy
something (belts, bags, small leather goods, shoes, bracelets, accessories, gifts); tourist
travellers shopping frequency 2-4 times a year.
Brand attitude
These customers purchase for self-indulgence and are willing to pay premium for products
that express the carrier’s individual style. They tend to have more inward and emotional
approach to Hermès purchases, as they enjoy the way the brand or its products make them
feel - pampered, celebrating success, expressing individuality.
The brand identity (Duc carriage with horse logo; orange gift box) and unique brand startegy:
iconic timeless items, heritage, craftsmanship, products exclusivity and rarity, and innovative
design that follows trends each season maintain clients loyal. The brand enduring style,
provenance and authentcity have created dependability to this sophisticated customer that is
not a fashion collector but a bona-fide Hermès fan, always aware of good-looking, trends of
fashion and public eyes.
Main sources of influence are luxury print media, high fashion magazines (such as Vogue,
People Stylewatch, Marie Claire, Elle), TV fashion channels, outdoor advertising: fashion
catwalks, private RTW events, social media, brand’s storytelling videos.
Absolute luxury customer profile

4. Aspirational luxury customer profile
Personal characteristics
Middle to upper class fashionable female individuals, status seekers and and quality
seekers that invest
in fashion ( from Americas, Europe, Russia, United Arab Emirates, Japan, China, Hong
Kong, Singapore,S.Korea).
Customers range from young women in their 20’s to senior adults, but most loyal
customers are mature (30 +) and know what they want unlike the 20 years old who are
still experimenting.
Lifestyle
These customers are single, parents or parents-to-be, with a net income of about
€3,000-5,000 or above per month, as well as HNWI (managers of all levels, lawyers,
business men, fashionistas, famous people).
These are customers that long for quality products, high craftsmenship, after-sales
services and differentiation since the brand offers personalization and made-to-measure
services.
Tourists customers are very important for Gucci brand as they make very big purchases
mostly in Gucci DOS in Europe (Italy), demanding for exclusive products and special
shopping experience.

5. Aspirational luxury customer profile
Shopping habits
Main categories purchased: RTW, leather goods, shoes, watches, accessories, jewellery,
fragrances, scarves, pet ssentials, kidswear.
Spending on luxury: ~ 30-50 % of their expenses. Loyal customers are willing to pay for
exclusivity, unique shopping experience and made-to-measure services, so the brand’s
increased prices are not a purchase factor.
Preffered channel: purchases in Gucci boutiques, concept stores, online shops, shopping
malls, exclusive private events or catwalks.
Shopping frequency: 2-3 times a month locally, 50% of the time customers buy something
(belts, bags, hats, small leather goods, shoes, watches, accessories, gifts); tourist travellers
shopping frequency: 2-4 times a year.
Brand attitude
The brand is highly recognizable by its icons of heritage, the green and red stripes. Customers
who buy Gucci are not only focus on the brand quality but want to be a part of a particular
dream.
There’s an emotional decision for purchase. It’s an inspirational decision for many that
entering in the store they are seduced by a really desirable product that they cannot resist.
Two very important drivers of purchase are that the brand is very distinguishable and
the desirability of the product. Another important purchasing driver is the possibility for
personalization of the products which allows clients to differentiate themselves from the rest.
Such services allow customers to have an exclusive experience with the brand.
Gucci’s iconic, absolute “Made in Italy” style has become a symbol of elegance, sophistication
and desirability for the most loyal clients that have a keen eye for timeless fashion products.
Sources of influence: print media (fashion magazines: Vogue, ELLE, etc.), TV advertising,
social-video campaigns, TV fashion channels.

6. Aspirational luxury customer profile
Shopping habits
Main categories purchased: RTW, leather goods, shoes, watches, accessories, jewellery,
fragrances, scarves, pet ssentials, kidswear.
Spending on luxury: ~ 30-50 % of their expenses. Loyal customers are willing to pay for
exclusivity, unique shopping experience and made-to-measure services, so the brand’s
increased prices are not a purchase factor.
Preffered channel: purchases in Gucci boutiques, concept stores, online shops, shopping
malls, exclusive private events or catwalks.
Shopping frequency: 2-3 times a month locally, 50% of the time customers buy something
(belts, bags, hats, small leather goods, shoes, watches, accessories, gifts); tourist travellers
shopping frequency: 2-4 times a year.
Brand attitude
The brand is highly recognizable by its icons of heritage, the green and red stripes. Customers
who buy Gucci are not only focus on the brand quality but want to be a part of a particular
dream.
There’s an emotional decision for purchase. It’s an inspirational decision for many that
entering in the store they are seduced by a really desirable product that they cannot resist.
Two very important drivers of purchase are that the brand is very distinguishable and
the desirability of the product. Another important purchasing driver is the possibility for
personalization of the products which allows clients to differentiate themselves from the rest.
Such services allow customers to have an exclusive experience with the brand.
Gucci’s iconic, absolute “Made in Italy” style has become a symbol of elegance, sophistication
and desirability for the most loyal clients that have a keen eye for timeless fashion products.
Sources of influence: print media (fashion magazines: Vogue, ELLE, etc.), TV advertising,
social-video campaigns, TV fashion channels.