LUXURY DIGITAL BEHAVIOUR STUDY

LUXURY DIGITAL BEHAVIOUR STUDY The demand for luxury goods In New York & Shanghai

LUXURY DIGITAL BEHAVIOUR STUDY Internet usage

Brand awareness and attractiveness

Digital behaviour

Ecommerce vs. brick & mortar

a

Touchpoints

b

Devices for online usage and related activities: infocommerce, ecommerce, social networking, email, etc.

d

Purchasing journey

Searching for information on brands and products, the relationship between online and offline channels

e

Purchase channels, drivers for choosing online, etc.

The intention to buy generated by the different channels (mono-brand vs multi-brand, online vs offline)

c The role of digital direct marketing, the needs of newsletter subscribers, etc.

f The digital opportunities for luxury brands

This document is the intellectual property of ContactLab and was created for demonstration purpose only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

The report 2013 on cities of New York and Shanghai is available for subscribers.

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TABLE OF CONTENTS Demand for luxury goods Clothing Shoes Handbags/leather goods Prestigious brands (23 brands in test) Awareness Attractiveness Communication activity Luxury purchasing process Purchase channels Ecommerce vs. brick & mortar Ecommerce trends and drivers Post-purchase behaviour Luxury buying intention Sources of purchase influence Importance of touchpoints Channel preferences

E-commerce VS brick & mortar Values Recommendability

Digital behaviour Devices for online usage Online activities The ContactLab segmentation model A behavioral segmentation model: - researchers - socializers - responders and the underlying strategy for reaching luxury target groups Sociodemo appendix

This document is the intellectual property of ContactLab and was created for demonstration purpose only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

The report 2013 on cities of New York and Shanghai is available for subscribers.

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METHODOLOGY Fare clic per modificare stili del testo dello

How An online quantitative study

Sample recruitment by panel provider

Computer Aided Web Interviews (C.A.W.I.) on the internet population, target defined as regular online users (Information Society – Eurostat definition)

(Survey Sample International) with quotas for gender, age and neighborhoods / districts

Who Individuals 25-54 y.o. living in the cities of

New York 922 interviews 26% in the most upmarket area (Manhattan) 69% buyers having purchased at least one luxury item in the past 12 months 77% prospects for at least one luxury item in the next 12 months

Shanghai 975 interviews 19% in the most upmarket area (Shanghai Inner Core) 80% buyers having purchased at least one luxury item in the past 12 months 91% prospects for at least one luxury item in the next 12 months

This document is the intellectual property of ContactLab and was created for demonstration purpose only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

The report 2013 on cities of New York and Shanghai is available for subscribers.

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AN OVERVIEW

Base: total sample; New York n=922 | Shanghai n=975

Shanghai

New York Pop. 25-54 y.o. = 3.2M Avg income per capita per year = 45.000$ (source. USA Bureau Labor of Statistics)

77

69

80

total buyers total prospects

61

72

Pop. 25-54 y.o. = 5,1M Avg income per capita per year = 12.000$ (source: National Bureau of Statistics of China)

57

71

46

60

buyers in the last 12 months of at least one luxury category

91

total buyers total prospects 69

86

71

86

63

79

prospects in the next 12 months for at least one luxury category

This document is the intellectual property of ContactLab and was created for demonstration purpose only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

The report 2013 on cities of New York and Shanghai is available for subscribers.

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PAID PRICE AND ACCEPTABLE PRICE PER CATEGORY Base: buyers/ prospects per category

Shanghai

New York

What is the price that you have paid for your most recent purchase?

What price do you have in mind for your next product? (avg price; $) $1.759

$1.707 $1.349

$1.062 $882 $596

$685 $315 $330

n= 558 | n= 661 n= 526 | n= 651 n= 427 | n= 552

61% | 72% 57% | 71% 46% | 60% buyers last 12 months

$1.010

$451 $469

n= 675| n= 841 n= 696| n= 836 n= 618| n= 769

69% | 86% 71% | 86% 63% | 79%

prospects next 12 months

This document is the intellectual property of ContactLab and was created for demonstration purpose only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

The report 2013 on cities of New York and Shanghai is available for subscribers.

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PURCHASE IN THE NEXT 12 MONTHS // PERSONAL USE OR GIFT? Base: prospects per category

Shanghai

New York

Will your next purchase be for yourself or will it be a gift?

85

88

90

88

77

70

15

25

30 12

12

10

n= 661

n= 651

n= 552

n= 841

n= 836

n= 769

72%

71%

60%

86%

86%

79%

prospects next 12 months, purchase for me

prospects next 12 months, purchase for a gift

This document is the intellectual property of ContactLab and was created for demonstration purpose only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

The report 2013 on cities of New York and Shanghai is available for subscribers.

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NEXT PURCHASE (CLOTHING) // SOURCES OF INFORMATION Base: prospect of clothing (at least one piece) next 12 months

Shanghai

New York Prospect of clothing = 72%; n= 661

Prospect of clothing = 86%; n= 841

If you have thought about buying a high-end item of clothing in the future, how do you think you would seek information before making this type of purchase? magazines

advice of friends, colleagues, family, etc.>

official brand website

official brand website

advice of friends, colleagues, family, etc.

magazine

at the point of sale where you can request information

reviews on specialized websites

reviews on specialized websites comments of users on forums/blogs/social networks sites that let you compare prices of products or services manufacturer/brand customer care email newsletters with news on new collections

comments of users on forums/blogs/social networks at the point of sale, where you can request information manufacturer/brand customer care sites that let you compare prices of products or services email newsletters with news on new collections

This document is the intellectual property of ContactLab and was created for demonstration purpose only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

The report 2013 on cities of New York and Shanghai is available for subscribers.

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ORDER THE FULL REPORT WHY YOU NEED IT • Discover market opportunities: visualize the demand for luxury goods and the intention to buy.

• Unveil the positioning of top brands: the awareness/ attractiveness ratio for 23 top luxury brands.

• Understand the communication model: what is the perceived offline / online brand presence?

• Follow the purchasing journey: analyze the different channels for purchase and the full purchasing journey.

• Identify the role of digital: what information and online contents are purchasing drivers?

• Deepen behavioral segmentation: understand the different customer behaviors.

• Further define customer profiling: understand your customers better.

WHAT YOU GET • The full “Luxury Digital Behavior Study” + key findings + key recommendations.

• Multiple cross tabs in excel formats with multiple views and filters • Target customer buyers and prospects by multiple categories • Analysis by Top brands

For further information or to order the full report please contact study@contactlab.com

This document is the intellectual property of ContactLab and was created for demonstration purpose only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

The report 2013 on cities of New York and Shanghai is available for subscribers.

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OUR WINDOW INTO DIGITAL TRENDS THE DIGITAL FRONTIER: A NEW CHINA ContactLab, in collaboration with Exane BNP Paribas, has analysed the role of digital in generating economic value for luxury brands in the report The Digital Frontier: a new China.

The abstract of the analysis is available for consultation.

This document is the intellectual property of ContactLab and was created for demonstration purpose only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

The report 2013 on cities of New York and Shanghai is available for subscribers.

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ABOUT CONTACTLAB ContactLab is a market leader in digital direct marketing products and services. Italy’s leading ESP, today an increasingly international player and a strategic partner for global top brands generating growth through digital direct marketing.

100% DIGITAL DIRECT MARKETING 100% CUSTOMER ENGAGEMENT 100% MEASURABLE RESULTS ContactLab is exclusively dedicated to the Enterprise segment with strong focus and expertise and stake on the luxury industry, supporting leading brands worldwide.

This document is the intellectual property of ContactLab and was created for demonstration purpose only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

The report 2013 on cities of New York and Shanghai is available for subscribers.

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