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Luxe Man Study—key findings
Citation preview
key findings
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LUXEMANSTUDY
MILLENNIALSCOMEOF AGE
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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.
IN JULY 2015, DE TA ILS UNDERTOOK A
RESE ARCH S T UDY TO BE T T ER UNDERS TAND
T HE AT TITUDES, BUYING BEHAVIOR AND
PREFERENCES OF MODERN MEN . T HE S T UDY
LOOKED AT A NE W DEMOGR APHIC OF
AFFLUEN T MALE CONSUMERS, WE C ALL
T HEM "AFFLUENNIALS T M"—AK A MEN BE T WEEN
T HE AGES OF 18 AND 3 4 YE ARS-OLD WIT H
HHI $75 ,000 OR MORE .
S A M P L E
NAT IONAL SAMPLE OF MEN, AGES 18-5 4
WERE SURVE YED V IA AN ONL INE PANEL
CONDUC T ED BY RESE ARCH NOW
S E G M E N T S
AFFLUENNIALS T M (18-3 4 , HHI $75K),
ASP IR AT IONAL MILLENNIALS (18-3 4 , HHI < $75K)
GEN-X (35-5 4 , HHI $75K+)
C O M P L E T E S
729 RESPONDEN T S
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LUXURYATTITUDES
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ExclusivityPersonalization
GEN-X + AFFLUENNIAL S T M
AFFLUENNIAL S T M
S Y M B O L S O F S U C C E S S
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.
HIGH INDE X FOR CONSIDERING BIG T ICKE T PURCHASES
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A F F L U E N N I A L S TM
G E N E R A T I O N - X
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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
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IMAGE+STATUSV Y I N G F O R V A L I D A T I O NSocial 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 V A N T A G EMen are using their appearance to differentiate themselves in an ultra competitive work environment.
of AffluennialsTM agree "nothinggives off an air of professional'success' like a perfectly tailored,crisp suit."
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82%
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MONEYMATTERST H E F U T U R E L O O K S B R I G H T
The majority of men have a positive outlook on their financial future.
95% OF AFFLUENNIALSTM
ARE OPTIMISTIC ABOUT THEIR
FINANCIAL SITUATION,
COMPARED TO 84%
OF GEN-XERS.
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A S U I T F O R E V E R Y S E A S O N + R E A S O N
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.
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A F F L U E N N I A L S TM
G E N E R A T I O N - X
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PURCHASEJOURNEYO M N I C H A N N E L E X P E R I E N C E SThe consumer purchase journey is no longer linear. Seamless experiences across media and channels are essential to customer brand recognition and, in turn, loyalty.
T H E M O B I L E G E N E R A T I O N
AFFLUENNIALSTM ARE OVER 6X MORE LIKELY THAN GEN-XERS TO SHOP FOR LUXURY GOODS ON THEIR PHONES, HOWEVER THE OVERWHELMING MA JORIT Y STILL BUY IN-STORE.
P E R S O N A L I Z E D O U T R E A C H
57% OF AFFLUENNIALSTM AND 67% OF GEN-XERS EXPECT FOLLOW-UP COMMUNICATION FROM THE BRAND AF TER A BIG-TICKET PURCHASE.
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For more information please contact Christopher Cormier,
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
LUXEMANSTUDY
Associate Publisher
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