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What is luxury market research?

Sadia Corey VP, Client Development 30 October 2023

What is luxury market research?

Luxury market research involves gathering insights about affluent consumers that purchase luxury goods and services. It focuses on understanding the preferences, behaviors, and attitudes of luxury consumers, as well as market trends specific to the luxury market. This enables organizations to make informed decisions and supports the development of effective marketing strategies that are vital to maintaining a competitive edge.

What is a luxury brand?

Luxury brands include products such as clothing, footwear, handbags, fashion accessories, jewelry and watches. They also include five-star hotels, Michelin-star dining, limousine services, air travel and spas. They are known for their quality and luxury characteristics.

What’s the best way to understand luxury consumers?

Luxury consumers are a discerning audience that demands high quality, enduring value and remarkable experiences. To understand premium or luxury expenditure, it’s important to understand lifestyles, values, aspirations, and purchasing behaviors. The best way to do this is through vigorous market research.

Research includes quantitative and qualitative methods, such as surveys, questionnaires, interviews, focus groups, and observational studies. Accessing affluent target audiences can be challenging, so it’s important to ensure you reach representative samples.

What does luxury market research involve?

Luxury brands need to tailor their offerings so that they can differentiate themselves and create a unique competitive advantage. Luxury market research involves:

  1. Analyzing market dynamics and trends
  2. Monitoring competitors
  3. Assessing brand perception
  4. Identifying emerging trends
  5. Understanding how luxury is defined and valued in different cultural contexts
  6. Investigating dimensions such as exclusivity, craftsmanship, heritage, and uniqueness
  7. Understanding how to adapt online strategies to reach and engage consumers.

Summary: why it’s important for luxury brands to conduct market research

Luxury market research helps marketers and brand professionals collate data and insights about affluent consumers and the luxury industry. With robust luxury market research, organizations can better understand consumer preferences, market trends, and competitors, enabling them to make informed decisions and develop effective strategies. This ensures luxury brands can continue to deliver exceptional products and services.

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