Luxury: 60% Of Diehard Fans Are Men

From marketing consultant Epsilon and luxury research consultant Luxury Institute According to the joint report of, a real luxury consumer means that he/she has the economic ability to buy high-end products frequently every year, most likely a single man in Asia or the Middle East, aged between 25 and 44, without children.

　　 60% of diehard fans are male

Traditionally, luxury goods People often point their customers at women over 45 years old with a net worth of more than $1 million, but this may miss the best buyer of the brand. According to the report, half of luxury brands are lost every year 50% of major customers. The study compared 30000 major luxury consumers, with an average of exclusive shop Spending more than 30000 dollars, average transaction amount per purchase more than 1200 dollars, personal net worth more than $1 million, and the comprehensive financial resources exceed $2 million.

Luxury buyers in the report have carried out a detailed and interesting classification:

"Desiring buyers" - those who want to own luxury goods and do not buy them regularly, usually choose outlets or online luxury discount websites.

"Accumulative buyers" - save money to buy a luxury product, but do not buy luxury brands frequently.

"Dress up buyers" - buy high-end products, but do not have the financial resources to become real luxury buyers.

"Hard core buyers" - the best consumers of luxury retailers, have the financial resources to purchase luxury brands and high-end products frequently throughout the year. Nearly 60% of the real luxury irons are men, more than half of them are single, and their personal net worth exceeds US $500000.

　　 Financial resources and demand create consumption

Of course, there are reasons why men occupy the position of hardcore fans. They have the financial resources to dominate the family property. At the same time, out of their own social activities, they begin to have higher requirements for dress, and their pursuit of taste has risen to the demand for shopping. In addition, men are purposeful in consumption, insensitive to discounts, and happy in shopping, which is exactly what luxury goods crave most during the economic downturn. "Upon arrival Discount season The sales of women's products in the store will increase significantly, while the sales of men's products have been relatively stable. " The clerk of Ferragamo said.

In fact, as early as around 2008, our Qianjiang Evening News reported on male consumers who bought luxury goods. In the context of that time, men who bought luxury goods were definitely "unique" even if they were not "alternative". Because men are not interested in clothes matching, which is the "favorite thing women do", let alone spending a lot of money to buy expensive clothes for themselves. Six or seven years later, these men are still going their own way to buy luxury goods they like, both in quantity and cost. Some people spend hundreds of thousands of yuan in a single store every year, while others are brand VIPs who can go to the four major fashion weeks to watch shows for free every year.