Le luxe doit-il sourire ou faire la gueule ?
122
pages
English
Documents
2015
Le téléchargement nécessite un accès à la bibliothèque YouScribe Tout savoir sur nos offres
122
pages
English
Documents
2015
Le téléchargement nécessite un accès à la bibliothèque YouScribe Tout savoir sur nos offres
DOES LUXURY NEED TO !
BE GRUMPY ? ”
SURVEY MADE BY IPSOS CONNECT
STRATEGIC PLANNING
Ce projet a été élaboré dans le respect de la norme internationale ISO 20252
«!Etudes de marché, études sociale et d’opinion! SURVEY
METHODOLOGYPOPULATION SURVEYED!
" 450 interviews, 90 in each city
" 5 key towns : Paris, New York, Shanghai, Beijing, Dubaï
• Men and women, 30-54 yo
• Top 10 income with at least 1000! spent in luxury goods for the last 6 months
• 15 minutes interviews
" Visuals selected by Ipsos Connect and DDB, print and videos. The brands are hidden.!
• Fieldwork : september and october 2015THE QUESTIONNAIRE!
Q1 : PERCEPTION OF LUXURY
For each of the following words, please indicate to what degree they correspond to
your personal idea of luxury:
1." DISTINCTION " Corresponds very well
2." PLEASURE " Corresponds reasonably well
3." TRADITION " Does not corresponds very well
4." FRIVOLOUSNESS "esponds at all
5." TRENDINESS
6." EMOTION
7." SUPERFICIALITY
8." QUALITY
9." STYLE
10." HAPPINESS
11." EXCLUSIVENESS
12." SERVICE
13." INVESTMENT
14." CREATIVITY
15." SIMPLICITY
16." LIGHTNESS
17." ELEGANCE
18." SOPHISTICATIONTHE QUESTIONNAIRE!
Q2 : ASSOCIATION WITH LUXURY
For each of the following images, please indicate to what degree they correspond to your personal idea of luxury.
To do so, please use a scale from 1 to 10, 10 indicating that this image completely corresponds to your perception of luxury, 1
indicating that it does not at all correspond to your perception of luxury.
The scores in between can be used to indicate your opinion accordingly.
• 5 selected campaigns with a happy tone & 5 selected campaigns with a moody/serious tone (including 2 videos)
• Visuals shown one by one
• The brand is hidden
This image
This image does not
corresponds very
correspond at all to my
well to my personal
personal idea of luxury!
idea of luxury!
1 2 3 4 5 6 7 8 9 10THE QUESTIONNAIRE!
Q3 : BRAND IMAGE
And, in your opinion, which of the following phrases best describe the brands
represented by these images…
1." Very prestigious and exclusive.
2. Trendy, fashionable
3. Very everyday and low-price
4. Classic, associated with a long tradition
5. None of the above
" C5 selected campaigns with a happy tone & 5 selected campaigns with a moody/
serious tone (including 2 videos)
" Visuals shown one by one
" The brand is hiddenTHE QUESTIONNAIRE!
Q4 : DESIRE TO PURCHASE / INTEREST IN THE PRODUCT
Of the following images, which would most encourage you to make a purchase of
perfume or beauty product / bag or fashion product / watch or jewelry product?
" C4 selections max!
" Visuals on «moodboards», shown together on one screen per category!
" The brand is hidden#GLOBAL
CONTEXT
A luxury looking for new thrills WORLD LUXURY TRACKING 2014-2015
RESEARCH FOR EMOTION IS RAISING IN 2015, IN THE US AND EUROPE
Q. D4: Please indicate to what extent each of the following characteristics corresponds to your personal idea of luxury.
UAE 48!% 88!%
USA 26!% 73!%
Europe 25!% 75!%
China 23!% 70!%
France 21!% 70!%
0$% 22,5$% 45$% 67,5$% 90$%
1
Basic total
* Evolution +/- 2 pts on
«$Corresponds very well$»!
* For China : Evolution 2008/2014!
* For Europe, France & USA : Total corresponds (7 to 10)
Evolution 2007/2015! Corresponds very well (9 to 10)
* For UAE: First wave in 2014
