AN INTRODUCTION TO THE LUXURY PROFILERBy atelier a division of Leo Burnett

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An introduction to the Luxury Profiler

The definition of luxury has been evolving over recent years and luxury brands need to keep pace.

atelier, the division of Leo Burnett devoted to luxury and style, has conducted one of the most comprehensive quantitative studies ever undertaken in the field of luxury. Responses have been collected from over 9000

consumers across the globe in order to provide some hard facts about the shifting nature of the category and how it differs in contrasting areas of the globe.

This ground-breaking study fulfils the needs of today’s global luxury marketers. While many industry experts have observed the shifting nature of the meaning of luxury, up until now such observations have tended to be

single category focussed with an acute absence of comparative global data in the sector.

The Luxury Profiler not only provides deeper consumer information, it allows marketers to more fully understand the luxury profile of their specific category. Results have been collected for over 100 brands in the

category, including such diverse sectors as cars and spirits in addition to the more traditional luxury goods.

In today’s marketplace luxury marketers must make a more considered evaluation of how their brand can increase its value. This should start with an assessment of the relevance of the brand’s image in today’s

economy and a deep understanding of the prime prospects for that brand. The Luxury Profiler covers both bases and is divided in two parts:

Part A: Profiling the Luxury Consumer

Part B: Profiling the Luxury Brand

Together they help Luxury Marketers to define their core consumers and create an in-depth profile of their brand:

With readings taken both before and during the economic slowdown the Luxury Profiler can also help marketers understand the impact of the recent financial turmoil and how to react to such events.

Part A: Profiling the Luxury ConsumerThe first part of the Luxury Profiler profiles global consumer attitudes to luxury in key markets across the globe: UK, US, Japan and China with additional studies underway

in a variety of other luxury markets.

Consumers were asked their level of agreement to 50 different luxury attitude statements ranging from the very traditional, to the very new. We draw on these

results to highlight how the meaning of luxury changes across the globe.

For example we found that Europeans are more likely to agree that heritage

and craftsmanship are important luxury attributes while in the US luxury is

more likely to take the shape of personal gratification and small indulgences.

The results for all of these statements have been analysed via an in depth global

cluster analysis to identify 5 distinct luxury consumer typologies designed

to help marketers understand their core consumers and prime prospects.

The 5 typologies are:

The Connoisseur: Connoisseurs are drawn to brands with history & heritage and a refined luxury that will endure.

The Status Seeker: Status Seekers are driven by conspicuous consumption, and they like to keep up with the latest trends.

The Creative: These people consume luxury as a means of self-expression and personal discovery. Luxury products and experiences with an element of edge, unconventionality, excitement and depth are what they are looking for.

The Altruist: A new emerging consumer typology who wants to enjoy moments of luxury with a clear conscience. They appreciate brands which are socially responsible and give back to society.

The Splurger: These consumers only consume luxury on occasional basis as a gift for special occasions or a little indulgence. They feel that luxury is a treat, not a lifestyle.

With our deep understanding of these typologies we can help marketers of luxury and premium brands define their core customers and prime prospects with real insight.

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Part B: Profiling the Luxury BrandIn addition to consumer attitudes to luxury, atelier has an extensive library

of data relating to top luxury brands. In our research luxury consumers have been asked to rate over 100 different brands

from 20 different categories on over 100 dimensions. Our database includes information

on brands from categories as diverse as watches, retailers and spirits. We can also

create bespoke studies for additional brands and categories if required.

All of these brand results have been analysed via an in-depth cluster

analysis to identify 14 different drivers

of luxury image.

Typically the story of a luxury brand needs to be multi-faceted to create deeper meaning and desire. Each luxury brand has a different profile combining these 14 different

dimensions in different ways. Some dimensions are frequently used in a given category creating that category’s own particular luxury code.

The Luxury Brand Profiler helps luxury marketers to define the multiple layers of their own brand story, and allows them to take inspiration from brands in other

categories as they shape the vision for their brand.

Status: Keeping up with the Joneses... Extravagance: Showing off your glamorous lifestyle. Connoisseurship: A taste for craftsmanship. Seduction: The route to romance. Uber-premium: The best of its kind. Ethical: Paying for peace of mind, think Fair Trade Coffee. Pampering: Personal gratification that helps you unwind. Altruism: Spending with a clear conscience by giving something back. Escapism: Getting away from it all. Actualisation: Personal discovery to find the real you. Achievement: Helping you realise your ambition. Adventure: Doing something a bit edgy and out there. Cutting Edge: Being up to the minute and ahead of the trends. Creative: Expressing yourself in an exciting way.

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