Luxury Institute News

May 16, 2013

Wealthy Shoppers Focus On Quality And Price As Brands Blur Lines Between Luxury And Mainstream

(NEW YORK) May 16, 2013 – What specific factors differentiate luxury brands from mainstream brands? What would happen if one type of brand expands into the other’s market? These are among the questions answered by wealthy shoppers with minimum household incomes of $150,000 surveyed by the Luxury Institute.

For 60% of wealthy consumers, particularly those with higher levels of wealth, quality is the overriding differentiator between luxury and mainstream goods and services. Price (55%) is cited as the second biggest point of differentiation. Craftsmanship (48%), prestige (47%) and design (38%) are also critical.  Older wealthy shoppers are notably more selective (51% vs. 43%) on craftsmanship than their younger peers.

Launching an extension into mainstream retail does not appear to be the kiss of death for luxury brands because there is little brand prejudice on the part of wealthy shoppers. If a luxury name branches out into mass-market, 84% of wealthy women and 78% of men would continue shopping with that company. In the case of a mainstream brand migrating up-market, 88% of wealthy women and 79% of men would remain customers.

Of the challenges facing the mainstream offshoot of a luxury brand, 24% of wealthy shoppers say the biggest risk is damage to the luxury brand’s image or reputation; 17% cited perceptions of inferior quality at the lower-priced stores.

“Luxury brands can leverage their edge in quality and craftsmanship with current offerings by communicating these attributes clearly with consumers,” says Luxury Institute CEO Milton Pedraza.  “This enhances perceived value and alleviates price sensitivity.”

About Luxury Institute (www.LuxuryInstitute.com)
The Luxury Institute is the objective and independent global voice of the high net-worth consumer. The Institute conducts extensive and actionable research with wealthy consumers about their behaviors and attitudes on customer experience best practices. In addition, we work closely with top-tier luxury brands to successfully transform their organizational cultures into more profitable customer-centric enterprises. Our Luxury CRM Culture consulting process leverages our fact-based research and enables luxury brands to dramatically Outbehave as well as Outperform their competition. The Luxury Institute also operates LuxuryBoard.com, a membership-based online research portal, and the Luxury CRM Association, a membership organization dedicated to building customer-centric luxury enterprises.

May 4, 2013

75pc of affluent consumers would buy luxury brand’s mainstream extension: Luxury Institute

By Tricia Carr
Luxury Daily
May 3, 2013

Most affluent consumers will continue to purchase from a luxury brand that offers a mainstream line, according to a new report from the Luxury Institute.

The quarterly Wealth Report polled wealthy consumers on their perception of luxury and mainstream brands and 24 percent of respondents said that damage to a luxury brand’s image or reputation is a risk when entering the mass market. The report also uncovered shopping habits of wealthy consumers such as the likelihood of making a purchase in-store and online is about equal among respondents.

“One thing for sure is that consumers, regardless of what price point they’re paying, expect great quality from luxury brands,” said Milton Pedraza, CEO of the Luxury Institute, New York.

“Millennials expect great quality and boomers expect great quality, regardless if they are buying a luxury brand or mainstream brand,” he said.

Luxury Institute surveyed wealthy consumers with annual household income of at least $150,000 for the Quarter 2 Wealth Report.

Going mainstream
The Wealth Report found that wealthy consumers are open to mainstream brand extensions from luxury marketers.

Eighty percent of respondents said they would buy goods or services from a mainstream offshoot of a luxury brand and 75 percent said they would buy a luxury brand’s mainstream line.

Eighty-four percent of women and 78 percent of men would continue to purchase from a luxury brand that has a mainstream extension.

Meanwhile, 88 percent of female respondents and 79 percent of male respondents would continue to buy from a mainstream brand that offered an up-market line.

If a luxury brand were to launch a mainstream line, 28 percent of respondents reported being skeptical about consumer acceptance.

Also, 24 percent of respondents believe that damage to the luxury brand’s image or reputation is a risk and 20 percent said quality concerns.

Mainstream lines are doable for luxury marketers because consumers will accept them, but the level of quality and brand DNA should still be in the products.

“You do need to differentiate your brand offerings with quality, with design, with craftsmanship and with pricing,” Mr. Pedraza said.

When asked what differentiates luxury from mainstream, 60 percent of respondents said quality. Among this portion are many respondents on the higher end of wealth and income.

Fifty-five percent said that price is a differentiator between luxury and mainstream. Many who chose price earn less than $200,000 per year and have a net worth less than $1 million.

Additionally, 48 percent said craftsmanship is a differentiator between luxury and mainstream, 47 percent said prestige and 38 percent said design.

Craftsmanship was chosen more often by older respondents.

“The standards have gotten so high,” Mr. Pedraza said. “They expect quality in both, but the quality of a luxury brand has to be dramatically higher than mainstream.”

Shop till they drop
The Wealth Report also found that new technologies drive store traffic instead of keeping consumers away from bricks-and-mortar.

Seventy-eight percent of respondents said that they made a purchase in-store in the past year and 77 percent made a purchase online.

Fifty-seven percent of respondents made purchase decisions based on information they gathered while shopping, but 58 percent gathered their information online via desktop.

But ultimately digital could be considered the most effective channel to trigger purchases since 69 percent of respondents made a purchase on the Web based on information they found online.

Luckily, far less respondents, or 25 percent, participate in showrooming – buying online after gathering information in-store.

“As a retailer, it should be about a seamless relationship with your customer,” Mr. Pedraza said. “Stop looking at it as channels, but relationship-building between the channels that you use and they use.

“Consumers will become seamless in how they engage brands across channels and the word ‘channel’ will become a useless term,” he said.

http://www.luxurydaily.com/75pc-of-affluent-consumers-would-buy-luxury-brands-mainstream-extension-luxury-institute/

April 29, 2013

Now made in China: Taste

5 Things Big in Beijing, Headed for Buffalo

By Quentin Fottrell
SmartMoney
April 28, 2013

Despite the ubiquitous “Made in China” label on everything from clothing to toys, China has been slow to export its own products and culture. Most Americans couldn’t name a single Chinese brand, a survey released this month found. Only 6% of could think of one, according to international marketing firm HD Trade Services. Some respondents mistakenly identified Japanese brands like Honda, Sony and Toyota as Chinese. Indeed, Chinese companies often sells products under non-Chinese names. Volvo Car, for instance, is owned by China’s Zhejiang Geely Holding Group.

“Branding was an alien concept in old China,” says Stanley Kwong, managing director of China Business Programs at the School of Management of University of San Francisco. “China had been making products for companies like Wal-Mart and Apple, but has not developed many brands.” It’s been easier for China to make a product than build a brand, experts say. Popular Chinese cosmetic brand Herborist is labeled “Made in Shanghai,” for instance, and the box for Apple’s iPhone — although made in China — is labeled “Designed by Apple in California.”

Click the link to read the entire article which includes several quotes from Milton Pedraza, CEO of Luxury Institute: http://www.marketwatch.com/story/how-chinese-tastes-are-reshaping-american-malls-2013-04-26

April 12, 2013

Auto consumer mindset changing dramatically

Ford exec says buyers want cheaper, well-equipped mobile technology platforms that sip fuel

By Keith Morgan
Vancouver Sun
April 11, 2013

Ford and Lincoln global marketing executive vice-president Jim Farley  recently delivered the keynote address to the 2013 New York International Auto  Show. Today, we publish extracts from his speech which offered a view on the  role the recession has played in shaping a new consumer outlook.

While the recent recession has fundamentally reshaped the automotive industry  over the past few years, the real game changer may come from a new  post-recession consumer mindset, demographic shifts and how automakers respond,  says Farley.

Click the link to read the entire article which includes findings from a recent Luxury Institute survey: http://www.vancouversun.com/cars/Auto+consumer+mindset+changing+dramatically/8230977/story.html

February 14, 2013

What Recession? Americans Regain a Craving for Luxury

By Nadya Masidlover and Christina Passariello
Wall Street Journal
February 13, 2013

PARIS—While all eyes have been focused on luxury-goods growth in China, another market has quietly been bolstering the business of high-end goods purveyors: the U.S.

French silk-scarf maker Hermès International RMS.FR -0.36%SCA said Tuesday that fourth-quarter sales rose 21% in the Americas to €184.6 million ($247.5 million). That comes on top of a slew of strong U.S. performances for its peers, such as LVMH Moët Hennessy Louis Vuitton SA MC.FR -1.20%and Cartier owner Cie. Financière Richemont SA. Gucci parent PPR SA PP.FR -0.44%could confirm the pattern when it reports full-year profits on Friday.

Click the link to read the entire article including a quote from Luxury Institute’s CEO Milton Pedraza:
http://online.wsj.com/article/SB10001424127887324880504578300291357105904.html

January 15, 2013

Tiffany Deal Whispers Buoy Value After Earnings: Real M&A

By Tara Lachapelle and Cotten Timberlake
Bloomberg
January 14, 2013

In the eye of the investor, Tiffany & Co. (TIF)’s blue-boxed gifts are so alluring to potential suitors that not even the worst earnings stretch in at least a decade has put a dent in its valuation.

Even though the $7.6 billion company has missed profit estimates in four straight quarters and said last week that analysts’ fiscal 2014 projections were too high, the jewelry seller fetches 18.6 times earnings, according to data compiled by Bloomberg. That’s only 0.4 point lower than the multiple in March, when the shortfalls started, as takeover speculation helps support the shares, Ariel Investments LLC said.

LVMH Moet Hennessy Louis Vuitton SA (MC), PPR SA and Cie. Financiere Richemont SA could all boost their earnings by adding the company to their current stable of luxury brands, according to ISI Group and the Luxury Institute. Ariel says a buyer would have leeway to expand Tiffany in the U.S., Asia and Europe. A purchase at current prices would be the biggest of a retailer since Coles Group Ltd. more than five years ago, data compiled by Bloomberg show.

“Sooner or later someone will make a run at Tiffany,” Howard Ward, the chief investment officer for growth equities at Gamco Investors Inc., wrote in an e-mail. Gamco, which oversees about $37 billion, owns shares of the company. “It is a trophy property,” he added. “There are some obvious foreign luxury brand companies that would be interested.”

Swatch Group AG today said it agreed to buy the Harry Winston watch and jewelry brand for about $1 billion, adding a luxury label in the Swiss watchmaker’s biggest acquisition ever. Shares of Tiffany advanced 1.6 percent to $61.25 today.

Takeover Speculation

Mark Aaron, a spokesman for New York-based Tiffany, said the company doesn’t comment on speculation, when asked about the retailer’s takeover prospects. Chairman and Chief Executive Officer Michael Kowalski said in a 2011 interview with the Financial Times that Tiffany has been the subject of deal speculation “probably since we went public in 1987.” He added that his shareholders would be “best served” by the company remaining independent.

Representatives of LVMH, PPR (PP) and Richemont declined to comment.

Tiffany shares plunged 4.5 percent, the biggest drop in six weeks, on Jan. 10 when the company said earnings for the fiscal year ending this month will be at the low end of its forecast after holiday sales growth slowed in the Americas and Asia. Tiffany also projected earnings in the fiscal year ending in January 2014 of about $3.39 to $3.49 a share, compared with the $3.80 average of analysts’ estimates, data compiled by Bloomberg show.

Not Suffering

The company had already missed analysts’ income forecasts for four straight quarters, the longest stretch in at least a decade, the data show. Still, Tiffany’s price-earnings ratio hasn’t suffered much, only falling to 18.6 from 19 on March 19, the last close before its first profit shortfall. The valuation has held up even as Tiffany’s market capitalization dropped from last year’s peak of $9.3 billion.

The Tiffany brand may be alluring to potential acquirers, according to Tim Fidler, a Chicago-based money manager at Ariel Investments, which oversees about $5 billion including the retailer’s shares. In the luxury jewelry industry, Tiffany has the best-known brand among affluent consumers surveyed by the Luxury Institute. Despite falling short of earnings projections since early last year, the company’s fiscal 2013 revenue is forecast to be $3.8 billion, up $1.1 billion from three years earlier, data compiled by Bloomberg show.

Tiffany’s Consistency

“There aren’t many companies in the public markets today on the retail side that you can argue have all the positive attributes with the consistency that Tiffany has demonstrated,” Fidler said in a phone interview. “A lot of the big, European houses would love to own a brand of this type.”

Tiffany said this month that it signed a 20-year agreement to keep selling jewelry by Elsa Peretti, which accounts for about 10 percent of its sales. The accord lets Tiffany retain exclusive rights to the designs, which include “Diamonds by the Yard” and iconic heart- and bean-shaped pendants.

By renewing the deal, Tiffany removed an impediment that could have deterred suitors from considering a purchase of the company, Omar Saad, a New York-based analyst at ISI, wrote in a Jan. 8 note. He said Tiffany “would be a highly attractive asset to the large luxury conglomerates,” and argued that LVMH, PPR and Richemont could all boost earnings by purchasing it. Milton Pedraza, the CEO of the Luxury Institute, a New York- based research and consulting firm, agreed that those three European companies could fuel growth with Tiffany.

High Ranking

“Tiffany continues to have a high brand ranking and prestige,” Pedraza said. “Is it an interesting acquisition opportunity for somebody? Yes, presuming they will do something better and more interesting with it.”

Francesco Trapani, head of Paris-based LVMH’s watch and jewelry unit, said in November that he expects more consolidation in the industry. While the world’s largest maker of luxury goods always has “a window open on M&A,” the company won’t pay “stupid prices,” Trapani said. LVMH bought Bulgari SpA, the Italian jewelry maker, in 2011, and it also sells products including Louis Vuitton bags and Dom Perignon champagne.

PPR of Paris is reorganizing to focus on luxury, sports and lifestyle brands as it seeks to lift sales to 24 billion euros ($32 billion) by 2020 from 12.2 billion euros in 2011. The owner of the Gucci brand has said acquisitions will account for about 20 percent of that goal.

Coles, Wesfarmers

Richemont, the second-biggest luxury goods company, owns brands including Cartier and Van Cleef & Arpels.

A deal for Tiffany at current prices would be the largest takeover in the retail industry since Wesfarmers Ltd. purchased Coles for $15.8 billion in 2007, according to data compiled by Bloomberg.

Because Tiffany’s management knows it’s running an “iconic” brand, it may command a takeover price higher than acquirers are willing to pay, said Brian Yarbrough, a St. Louis- based analyst for Edward Jones & Co. Tiffany shares would be trading above $90 if they were meeting their historical relationship to forecast profit, he said. The company, which ended last week at $60.28, may seek something similar in a sale, he said.

“For a public company, it’s going to be hard to pay that kind of a premium and have it not be dilutive,” Yarbrough said in a phone interview. “Management is going to be very hesitant to sell down here when the business is struggling and not firing on all cylinders. There are reasons why buyers could be interested, but it’s all going to come down to price.”

‘Very Few’

The most likely buyers are the global luxury conglomerates that would buy Tiffany for strategic reasons and that “can afford to pay the most,” said Oliver Chen, an analyst at Citigroup Inc. in New York.

Tiffany is “an extremely attractive asset as an American brand,” Chen said. “They are one of the very few,” he added. “There is an opportunity for incremental product innovation, and Tiffany has an extremely attractive global presence and global awareness.”

Ariel’s Fidler estimated that Tiffany’s value to a buyer is in the “high $70s to low $80s,” based on past acquisitions by strategic buyers in the industry, a discounted cash flow analysis and the current valuations of its peers.

“Obviously if someone is interested in the company, much like management, you always want to listen,” Fidler said. “There’s enormous value at this company and it’s not hard to get to a number substantially higher than the current stock price for a potential transaction.”

http://www.bloomberg.com/news/print/2013-01-14/tiffany-deal-whispers-buoy-value-after-earnings-real-m-a.html

 

December 18, 2012

Region’s rising wealth brings new luxury brands and wealth managers

By Annie Gowen
Washington Post
December 17

With plenty of two-income highly educated families, the D.C. region already has a reputation as one of the most affluent in the country. But the area is fast emerging as a home to the truly rich as well.

High-end luxury retailers are responding. Brands such as Aston Martin are expanding their operations into the area — betting, for instance, that there will be plenty of customers who can afford the $280,000 sports car James Bond drives in the movies. Nearby in Tysons, a Saint Laurent store and the high-end electric car maker Tesla are also set to open their doors.

Click the link to read the entire article which includes quotes from Milton Pedraza, CEO of Luxury Institute:
http://www.washingtonpost.com/local/regions-rising-wealth-brings-new-luxury-brands-and-wealth-managers/2012/12/17/19376172-3f27-11e2-ae43-cf491b837f7b_story.html

December 7, 2012

Mobile is the essential medium for 2013: Digital Luxury Group exec

By Tricia Carr
Luxury Daily
December 6, 2012

A Digital Luxury Group executive who spoke during a Luxury Daily webinar said that luxury marketers that do not incorporate convenience and speed on the mobile medium into a seamless marketing approach will likely miss out on wealthy, transactional shoppers.

Executives from the Luxury Institute, Digital Luxury Group and Morpheus Media discussed their expectations for the next calendar year as well as potential surprises that marketers will face during the “Luxury Outlook 2013: Up, Down or Flat?” webinar Dec. 4. It seems that the light at the end of a tunnel littered with global economic uncertainties is mobile.

Click the link to read the entire article which includes quotes from Milton Pedraza, CEO of Luxury Institute:
http://www.luxurydaily.com/mobile-is-the-essential-channel-for-2013-digital-luxury-exec/

 

December 6, 2012

Customer relationships, seamless media approach vital for 2013

By Tricia Carr
Luxury Daily
December 5,2012

Executives from the Luxury Institute, Digital Luxury Group and Morpheus Media who spoke during a Luxury Daily webinar said that marketers should focus on relationship-building through technology and moving away from a fragmented media approach in 2013.

During the “Luxury Outlook 2013: Up, Down or Flat?” webinar Dec. 4, the senior executives agreed that consumer segmentation by geographic and demographic factors can help brands distinguish the “who” and “why” of luxury marketing next year. Overall, the executives concurred that the outlook on luxury for 2013 is “up.”

“It is simple – long-term relationships build sales and profits,” said Milton Pedraza, CEO of the Luxury Institute, New York.

“Instead of looking at what the competition is doing, do what Apple is doing,” he said. “It had the product, but it created an even greater value proposition for the brand.”

Click the link to read the entire article which includes additional quotes from Milton Pedraza, CEO of Luxury Institute:
http://www.luxurydaily.com/customer-relationships-seamless-media-approach-are-keys-to-luxury-marketing-in-2013-luxury-daily-webinar/

November 29, 2012

Wealthy Shoppers Reveal Spending Plans, Attitudes On Global Luxury Industry

(NEW YORK) November 29, 2012 – Wealthy shoppers from seven global luxury markets share opinions and observations on issues confronting providers of high-end goods and services in the new 2012 State Of The Luxury Industry Global Trends survey from the independent and objective New York-based Luxury Institute.  Respondents are among the top 10% of earners in the U.S., United Kingdom, France, Germany, Italy, China and Japan, with minimum income of $150,000 in the U.S.

Despite an economic slowdown and a crackdown on conspicuous consumption, 43% of wealthy Chinese consumers still plan to spend more on luxury products in the coming year. This varies dramatically from the 10% of Japanese and 9% of American consumers who say they’ll boost luxury spending, while in Germany and Italy, where only 5% of wealthy shoppers plan to spend more.

Indicative of strength in U.S. luxury retail, wealthy Americans plan to increase spending in all  surveyed luxury categories compared to last year. Notable areas where recoveries are underway: ready-to-wear , jewelry, and private jet travel. Yachting also has the wind at its back, with 22% of U.S. consumers planning to spend more on luxury boating in 2012.

Everywhere except for Japan, discounting has enhanced luxury goods’ appeal and stimulated spending.  Wealthy Chinese (59%) and Italian (53%) shoppers are most likely to say that discounting has improved their view of luxury and prompted greater expenditures.

“Product differentiation and exceptional service are what keep luxury relevant,” says Luxury Institute CEO Milton Pedraza. “Especially in an uncertain economy, firms need to give wealthy shoppers reasons to buy more.”

About the Luxury Institute (www.LuxuryInstitute.com)
The Luxury Institute is the objective and independent global voice of the high net-worth consumer. The Institute conducts extensive and actionable research with wealthy consumers about their behaviors and attitudes on customer experience best practices. In addition, we work closely with top-tier luxury brands to successfully transform their organizational cultures into more profitable customer-centric enterprises. Our Luxury CRM Culture consulting process leverages our fact-based research and enables luxury brands to dramatically Outbehave as well as Outperform their competition. The Luxury Institute also operates LuxuryBoard.com, a membership-based online research portal, and the Luxury CRM Association, a membership organization dedicated to building customer-centric luxury enterprises.

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