LU X E M A N S T U DY
LUXE MAN STUDY
key findings
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MILLENNIALS COME OF AGE
intro
Millennial men have finally grown up, and the stakes are high as this generation enters its prime spending years and begins to form brand loyalties and preferences. More fashion-savvy than the previous generation, it’s no wonder marketers are intently focused on this key demographic.
SAMPLE NATIONAL SAMPLE OF MEN, AGES 18-54 WERE SURVE YED VIA AN ONLINE PANEL CONDUC TED BY RESE ARCH NOW SEGMENTS AFFLUENNIALS T M (18-34, HHI $75K), ASPIRATIONAL MILLENNIALS (18-34, HHI <$75K) GEN-X (35-54, HHI $75K+) C OMPLE TE S 729 RESPONDENTS
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IN JULY 2015, DE TAILS UNDERTOOK A RESE ARCH STUDY TO BE T TER UNDERSTAND THE AT TITUDES, BUYING BEHAVIOR AND PREFERENCES OF MODERN MEN. THE STUDY LOOKED AT A NE W DEMOGRAPHIC OF AFFLUENT MALE CONSUMERS, WE CALL THEM "AFFLUENNIALS T M"—AK A MEN BE T WEEN THE AGES OF 18 AND 34 YE ARS-OLD WITH HHI $75,000 OR MORE.
LUXURY 1 ATTITUDES SYMBOLS OF SUCCESS AffluennialsTM are as interested, or more, in the traditional trappings of success as they come into their prime earning years and are curating their possessions.
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HIGH INDEX FOR CONSIDERING BIG TICKET PURCHASES
Craftsmanship Experiences
GEN-X + AFFLUENNIALS T M
Exclusivity Personalization
AFFLUENNIALS T M
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S O C I A L M E D I A' S I N F L U E N C E
4x
A F F L U E N N I A L S TM GENER ATION-X
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V Y I N G F O R VA L I D A T I O N Social media is driving men to be ever more image conscious. AffluennialsTM are nearly 4X more likely than GEN-Xers to say their social media presence influences the way they dress. (65% v. 17% of GEN-X)
C O M P E T I T I V E A D VA N TAG E Men are using their appearance to differentiate themselves in an ultra competitive work environment.
82%
of AffluennialsTM agree "nothing gives off an air of professional 'success' like a perfectly tailored, crisp suit."
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IMAGE+ STATUS
MONEY MATTERS
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THE FUTURE LOOKS BRIGHT
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The majority of men have a positive outlook on their financial future. 95% OF AFFLUENNIALS TM ARE OPTIMISTIC ABOUT THEIR FINANCIAL SITUATION, COMPARED TO 84% OF GEN-XERS.
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A SUIT FOR EVERY SE A SON+R E A SON No longer just a need-based purchase, AffluennialsTM are buying constantly to bolster their wardrobes. AffluennialsTM are 42% more likely than GEN-Xers to say a change of season would motivate them to buy a new suit.
A F F L U E N N I A L S TM
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GENER ATION-X
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OMNICHANNEL EXPERIENCES The consumer purchase journey is no longer linear. Seamless experiences across media and channels are essential to customer brand recognition and, in turn, loyalty. THE MOBILE GENER ATION
6x
AFFLUENNIALS TM ARE OVER 6X MORE LIKELY THAN GEN-XERS TO SHOP FOR LUXURY GOODS ON THEIR PHONES, HOWEVER THE OVERWHELMING MAJORIT Y STILL BUY IN-STORE.
PERSONALIZED OUTREACH 57% OF AFFLUENNIALS TM AND 67% OF GEN-XERS EXPECT FOLLOW-UP COMMUNICATION FROM THE BRAND AFTER A BIG-TICKET PURCHASE.
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PURCHASE JOURNEY
LUXE MAN STUDY For more information please contact Christopher Cormier, Associate Publisher C H R I S T O P H E R _ C O R M I E R @ C O N D E N A S T.C O M | 212 . 2 8 6 . 7 0 3 0