Table of Contents
Executive Summary
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- Impact of COVID-19 on luxury goods retail
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- Figure 2: Short, medium and long term impact of COVID-19 on luxury goods retail, August 2020
- The market
- Luxury goods sales and forecast
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- Figure 3: Luxury goods market size, reported and total retail sales and forecasts (excluding VAT), 2015-25
- Product segmentation
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- Figure 4: Global luxury market by type of product, 2019
- Regional breakdown
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- Figure 5: Regional share of the luxury goods market, 2019
- Companies and brands
- Covid-19 impact
- Key metrics
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- Figure 6: Leading luxury companies, % CAGR in revenues, 2014-19
- Market shares
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- Figure 7: Leading luxury goods groups’ shares of all luxury goods sales, 2019
- Brands optimise supply-chains
- The consumer
- Impact of COVID-19 on the luxury consumer
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- Figure 8: Changes to shopping behaviours since the COVID-19/coronavirus outbreak, by average consumers and consumers with the highest household income, May 2020
- Who buys luxury goods
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- Figure 9: Consumers who have bought luxury goods in the last 18 months, May/June 2016, May/June 2017, June/July 2018, June 2019 and May 2020
- What they buy
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- Figure 10: Types of luxury goods bought in the last 18 months, May 2020
- Where they shop
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- Figure 11: Where luxury goods were bought in the last 18 months, May 2020
- Luxury goods shopping behaviours
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- Figure 12: Luxury shopping behaviours, May 2020
- Attitudes towards shopping for luxury goods
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- Figure 13: Attitudes towards shopping for luxury goods, May 2020
COVID-19 and Luxury Goods Retail
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- The market
- COVID-19 set to wipe nearly a fifth off sales
- Fashion/leather goods is largest segment but will lose out from COVID-19
- COVID-19 impact depends on regional orientation of each luxury business
- HNWI’s wealth declines
- Pandemic halts luxury retail tourism
- The consumer
- Affluent consumers delay luxury purchases
- Hard luxury gives way to smaller indulgences
- Companies and brands
- Brands introduce more personalised shopping service
- Luxury purchases shift online
Issues and Insights
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- COVID-19 will impact luxury hard
- Adapting to a changing Chinese luxury consumer
- How can the luxury sector do more to appeal to the youth market?
The Market - Key Takeaways
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- COVID-19 set to wipe nearly a fifth off sales
- Fashion/leather goods is largest segment but will lose out from COVID-19
- Asia Pacific region set to cement its position as largest market for luxury goods…
- Japan pulls away from US as largest luxury goods market in the world
- China forecast to continue growth but at a slow rate
- US leads rise in HNWIs
Market Size and Forecast
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- Impact of COVID-19 on luxury goods retail
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- Figure 14: Short, medium and long term impact of COVID-19 on luxury goods retail, August 2020
- Lockdown
- Re-emergence
- Recovery
- The global economy
- Mintel’s market size methodology
- The switch to owned retail outlets
- Mintel’s market size and forecast
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- Figure 14: Global luxury goods market size, reported and total retail sales and forecasts (excluding VAT), 2015-25 (prepared on 13th August 2020)
- Market drivers and assumptions
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- Figure 15: Key drivers affecting Mintel’s market forecast: annual percentage GDP growth at constant prices in selected key luxury goods markets, 2015-21 (prepared on 11th August 2020)
- Figure 16: Key drivers affecting Mintel’s market forecast: unemployment rates in selected key luxury goods markets*, 2015-21 (prepared 11th August 2020)
- Learnings from the last recession
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- Figure 17: Global luxury goods market size, reported and total retail sales and forecasts (excl VAT), 2007-12
- Forecast methodology
Product Segmentation
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- Mintel’s segmentation methodology
- Market size breakdown
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- Figure 18: Global luxury market by type of product, 2019
- Figure 19: Global luxury market, sales by product, 2010-19
- Fashion and leather goods
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- Figure 20: Global luxury market: fashion and leather goods sales, 2015-19
- Perfumes and cosmetics
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- Figure 21: Global luxury market: perfumes and cosmetics sales, 2015-19
- Jewellery and watches
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- Figure 22: Global luxury market: jewellery and watches sales, 2015-19
Regional Breakdown
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- Mintel’s segmentation methodology
- Market size breakdown
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- Figure 23: Luxury goods, sales by region, 2015-19
- Share of market by region
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- Figure 24: Regional share of the luxury goods market, 2019
- Figure 25: Luxury goods, percentage of sales by region, 2010-19
- Country market sizes
- Spend per capita
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- Figure 26: Wealth per HNWI by region, 2019
- Luxury spending per country
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- Figure 27: Top 10 luxury goods markets, 2015-19
- Figure 28: Top 10 countries in the luxury goods market by share of luxury spending, 2015-19
- Americas
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- Figure 29: The Americas: leading luxury goods markets, 2015-19
- Figure 30: The Americas, luxury markets’ shares of all luxury spending in the Americas, 2015-19
- Asia Pacific
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- Figure 31: Asia Pacific: leading luxury goods markets, 2015-19
- Figure 32: Asia Pacific luxury markets’ share of all luxury spending in the Asia Pacific region, 2015-19
- Europe
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- Figure 33: Europe: leading luxury goods markets, 2015-19
- Figure 34: European luxury markets’ share of all luxury spending in Europe, 2015-19
Market Drivers
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- Economic background
- Global uncertainty: COVID-19
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- Figure 35: Growth in real* GDP and GDP at current prices in US$, 2015-19
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- Figure 36: Projected real* GDP growth, 2020 and 2021
- Global uncertainty: the US-China trade war
- Global uncertainty: Brexit
- Currency
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- Figure 37: Leading international currency exchange rates, 2010-20
- The who, where and why of the luxury goods consumer
- Who?
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- Figure 38: HNWIs by level of wealth, 2019
- Figure 39: Share of wealth of HNWIs, 2019
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- Figure 40: Number of HNWIs by region, 2012-19
- Figure 41: Wealth of HNWIs by region, 2012-19
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- Figure 42: Top 10 largest HNWI populations, 2018 and 2019
- Where?
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- Figure 43: Where luxury branded items have been bought in the past 18 months, May 2020
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- Figure 44: International inbound tourism, 2015-19
Companies and Brands - Key Takeaways
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- LVMH is the world’s largest luxury group
- Aggregate sales up in all regions in 2019
- Retailers shift product launches online amid COVID-19 and innovate with VR and AR technologies
- Leading players tighten grip on the market
- Online expected to receive a boost from COVID pandemic
- Luxury houses look to digital enhancements
Company Metrics
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- Covid-19 impact
- Rankings
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- Figure 45: Leading luxury companies, by net revenues, 2017-19
- Revenue growth rates
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- Figure 46: Leading luxury companies, % CAGR in revenues, 2014-19
- Product revenue mix
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- Figure 47: Leading luxury companies, revenue by product group, 2019
- Figure 48: Leading luxury companies, revenue by product group, 2019
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- Figure 49: Leading luxury companies, percentage point change in product mix by product group revenue, 2015-19
- Regional revenue growth
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- Figure 50: Leading luxury companies, total revenue by region, 2015-19
- Store numbers
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- Figure 51: Selected leading luxury retailers, estimated store numbers, 2019
- Brand ownership
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- Figure 52: Brand ownership, by leading luxury companies, 2020
Market Shares
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- Covid-19 impact
- LVMH tightens grip on market
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- Figure 53: Leading luxury goods groups’ shares of all luxury goods sales, 2019
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- Figure 54: Leading luxury goods groups, share of all luxury goods sales, 2017-19
- Product market shares
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- Figure 55: Leading luxury goods groups’ shares of all luxury fashion/leather goods sales, 2019
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- Figure 56: Leading luxury goods groups’ shares of all luxury perfumes/cosmetics goods sales, 2019
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- Figure 57: Leading luxury goods groups, share of all luxury watches/jewellery goods sales, 2019
Online and Social Media
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- The market
- The outlook
- Brands look to develop own ecommerce capabilities
- COVID-19 accelerates digital innovations
- The brands online
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- Figure 58: Major luxury brands: Number of markets with transactional websites, 2016-20
- Pureplay luxury e-tailers
- Farfetch expands brand portfolio with collaborations
- Pureplayers launch sustainable initiatives
- Alibaba helps make first luxury purchase more affordable
- Social media
- Retailers and brands invest in editorial content across social media channels
- Luxury brands combine social media with novel augmented reality experiences
Launch Activity and Innovation
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- Brands bolster customer engagement through social media
- Gucci teams up with Snap Inc. to create limited edition Spectacle glasses
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- Figure 59: Spectacles X Gucci glasses with its duel-camera setup, 2019
- Prada launches talk series on Instagram
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- Figure 60: Advertisement for Prada Possible Conversations on its Instagram account, 2020
- Louis Vuitton adds behind-the-scenes content to its YouTube channel
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- Figure 61: Louis Vuitton’s LVTV video on YouTube, 2020
- Burberry launches digital pop-up experience at Ely’s Yard
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- Figure 62: Burberry’s porcelain fawn at its pop-up experience in Ely Yard, 2019
- AR and VR technologies connect brands with customers
- Burberry launches new AR shopping tool
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- Figure 63: Burberry’s AR search tool, 2020
- Gucci introduces AR technology for its Ace sneakers
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- Figure 64: Gucci’s AR tool, 2019
- Prada launches virtual tours of its ateliers and boutiques
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- Figure 65: Prada Virtual reality tour of one its production sites, 2020
- Chanel Christmas pop-up featured AR snow globe
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- Figure 66: Chanel’s AR snow globe, 2019
- In-store experiences and pop-ups attract footfall
- Burberry launches its first video game
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- Figure 67: Burberry’s B Bounce game,2019
- Gucci announces new Gucci Pin
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- Figure 68: Gucci Pin pop-up in Milan, 2019
- Resale site Xupes opens first store
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- Figure 69: Xupes store at the Royal Exchange in the City of London, 2019
- Estée Lauder pop-up educates visitors on the importance of sleep
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- Figure 70: The Night is Yours pop-up in Singapore, 2019
- Burberry pops up at Printemps in Paris and takes over Selfridges’ Corner Shop
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- Figure 71: Burberry at Printemps Paris and at Selfridges Corner Shop in London, 2020
- Brands optimise supply chains
- LVMH unveils plans for first global blockchain
- Ralph Lauren launches digital IDs to authenticate products
- Kering launches first 'regenerative sourcing' standard
- Sustainability prompts new product launches
- Shiseido adds new sustainable skin care brand to prestige line-up
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- Figure 72: Shiseido’s newly added sustainable brand BAUM, 2020
- Farfetch launches online sustainability calculator
- Burberry launches ‘ReBurberry Edit’
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- Figure 73: Burberry’s ReBurberry edit collection, 2020
- Prada’s Re-Nylon bags
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- Figure 74: Prada’s Re-Nylon collection, 2019
- Gucci launches sustainable Off the Grid collection
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- Figure 75: Jane Fonda sporting Gucci’s Off the Grid collection, 2019
- COVID-19 innovations and launch activity
- Ralph Lauren launches polo design competition for Covid-19 relief
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- Figure 76: Ralph Lauren’s polo competition, 2020
- Giorgio Armani holds A/W 2020 show behind closed doors
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- Figure 77: Armani’s A/W 20 show held behind closed doors, 2020
- Gucci unveils virtual exhibition
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- Figure 78: Gucci’s ‘No Space, Just A Place. Eterotopia’ exhibition at the Daelim Museum in Seoul, 2020
- Estée Lauder launches home concierge to target customers in lockdown
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- Figure 79: Estée Lauder’s home concierge advertisement on Instagram, 2020
- Gucci goes seasonless
- Gucci launches virtual shopping service
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- Figure 22: Gucci 9 shopping service at its Florence store, 2020
The Consumer – Key Takeaways
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- COVID-19 hits luxury consumers hard
- Chinese and young consumers drive purchasing
- Growing shift towards buying luxury online
- Growing demand for discounting of luxury
Impact of COVID-19 on the Luxury Consumer
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- Concerns about risk of infection remain high
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- Figure 80: Extremely worried about exposure to COVID-19/coronavirus, July 2020*
- Affluent consumers delay purchase of fashion until after the outbreak
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- Figure 81: Changes to shopping behaviours since the COVID-19/coronavirus outbreak, by average consumers and consumers with the highest household income, May 2020
- The shift to online shopping
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- Figure 82: Changes to fashion shopping behaviours since the COVID-19/coronavirus outbreak, by average and consumers aged 16-24, May 2020
- Consumers expect to spend less on fashion, but same on beauty
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- Figure 83: Expected changes to usual spending habits on clothing and accessories (including Footwear) over the coming month, July 2020
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- Figure 84: Expected changes to usual spending habits on beauty products and toiletries over the coming month, July 2020
- Chinese will cut back on luxury and buy more domestically
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- Figure 85: Agreement with statement about luxury branded accessories and retailing, May 2020
Who Buys Luxury Goods
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- Decline in UK, while China purchasing remains high
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- Figure 86: Consumers who have bought luxury goods in the last 18 months, May/June 2016, May/June 2017, June/July 2018, June 2019 and May 2020
- China luxury sales driven by women
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- Figure 87: China: consumers who have bought luxury goods in the last 18 months, by gender, age and monthly household income, May 2020
- Men are the main luxury buyers
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- Figure 88: Consumers who have bought luxury goods in the last 18 months, by gender, May 2020
- Young drive purchasing
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- Figure 89: Consumers who have bought luxury goods in the last 18 months, by age, May 2020
- COVID-19’s impact on incomes will hit luxury market
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- Figure 90: European consumers who have bought luxury goods in the last 18 months, by monthly household income, May 2020
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- Figure 91: UK consumers who have bought luxury goods in the last 18 months, by annual household income, May 2020
- Figure 92: US consumers who have bought luxury goods in the last 18 months, by annual household income, May 2020
What They Buy
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- Beauty products most purchased luxury items
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- Figure 93: Types of luxury goods bought in the last 18 months, May 2020
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- Figure 94: Breakdown of the types of luxury goods bought in the last 18 months, May 2020
- Luxury customer profiles by country
- China: Most affluent buy clothing and footwear
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- Figure 95: Types of luxury goods bought in the last 18 months, by gender, age and monthly household income May 2020
- US: Young buy fashion accessories and footwear
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- Figure 96: Types of luxury goods bought in the last 18 months, by gender, age and annual household income May 2020
- UK sees rise in demand for luxury beauty
Where They Shop
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- Growing shift towards buying luxury online
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- Figure 97: Where luxury goods were bought in the last 18 months, May 2020
- Chinese buying more luxury domestically
- UK sees drop in in-store purchasing
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- Figure 98: Where luxury goods were bought in the last 18 months, in-store in home country, May 2020
- Europeans less inclined to buy luxury goods abroad
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- Figure 99: Where luxury goods were bought in the last 18 months, in-store abroad, May 2020
- France remains main destination for Chinese luxury shoppers
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- Figure 100: China: where consumers bought luxury goods abroad in the last 18 months, May 2020
- Big rise in online shopping
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- Figure 101: Where luxury goods were bought in the last 18 months, online, June 2019-May 2020
Luxury Goods Shopping Behaviours
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- Well-known brands appeal to buyers
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- Figure 102: Luxury goods shopping behaviours, May 2020
- Men look for items without obvious logos
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- Figure 103: Male consumers who look for well-known brands and items without obvious logos, May 2020
- Women monitor items until they go on sale
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- Figure 104: Female consumers who monitored items until they went on sale, May 2020
Attitudes towards Shopping for Luxury Goods
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- Figure 105: Attitudes towards shopping for luxury goods, May 2020
- Shoppers trust credible online retailers to sell authentic luxury goods
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- Figure 106: Consumers in UK, US and germany who agree that trustworthy online retailers are guaranteed to sell authentic luxury goods, by gender, may 2020
- Chinese shoppers think brand heritage is important when buying luxury goods
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- Figure 107: Chinese consumers who think brand heritage is important when buying luxury goods, by gender, May 2020
- US male shoppers want more diversity in luxury advertising
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- Figure 108: US consumers who think there is not enough diversity in luxury advertising, by gender, May 2020
- Charitable brands appeal to Spanish and Italian luxury buyers
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- Figure 109: Consumers from Spain who agree that it is important to shop with luxury brands that support a charity/important cause, by gender, May 2020
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Giorgio Armani
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- What we think
- New store concept offering an enhanced customer experience
- Book an appointment
- New multichannel shopping project with Yoox Net-a-Porter
- Philanthropic response to the COVID-19 pandemic
- Teams up with Italian luxury car brand Ferrari for fashion collaboration
- Moves towards more sustainable and eco-friendly products
- Company background
- Company performance
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- Figure 110: Giorgio Armani: group financial performance, 2015-19
- E-commerce
Burberry Group
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- What we think
- New flagship stores in Tokyo, Beijing and Moscow
- Burberry doubles down on eco-credentials
- New technologies, new opportunities
- Global pandemic impacts luxury market
- What next?
- Company background
- Company performance
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- Figure 111: Burberry Group Plc: Group financial performance, 2015/16-2019/20
- Figure 112: Burberry Group Plc: revenue by product division, 2015/16-2019/20
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- Figure 113: Burberry Group Plc: Outlet data, 2015/16-2019/20
- Ecommerce
Hermès
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- What we think
- Hermès unveils its first beauty line Rouge Hermès
- Hermès improves the quality of its distribution network
- Hermès Carré Club finishes its world tour in Paris
- Hermès donates €20 million to French medical system to help fight COVID-19
- What next?
- Company background
- Company performance
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- Figure 114: Hermès: financial performance, 2015-19
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- Figure 115: Hermès: group sales, by region, 2015-19
- Figure 116: Hermès: Group sales by product category, 2016-19
Kering
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- What we think
- New store concepts to experience and discover the essence of the brands
- Gucci haute cuisine
- Yves Saint Laurent targeting consumers on-the-go
- Virtual sales showroom to engage with consumers during the COVID-19 crisis
- Joining the fight against COVID-19
- 100% eco-responsible fashion collection
- Company background
- Company performance
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- Figure 117: Kering: Financial performance, 2015-19
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- Figure 118: Kering Luxury: Breakdown of revenue by region, 2015-19
- Figure 119: Kering Luxury: Directly-operated stores, 2018 and 2019
- E-commerce
Estée Lauder
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- What we think
- Estée Lauder reveals AI-powered assistant Liv
- Estée Lauder repurposes manufacturing factories as part of its COVID-19 relief efforts
- Company background
- Company performance
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- Figure 120: Estée Lauder Companies: group financial performance, 2014/15-2019/20
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- Figure 121: Estée Lauder Companies: Group financial performance, by region, 2014/15-2018/19
- Figure 122: Estée Lauder Companies: Group financial performance, by product category, 2014/15-2018/19
Ralph Lauren
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- What we think
- Carving out a bigger digital presence and ramping up multichannel capabilities
- Giving back during the COVID-19 crisis
- Proof-of-concept initiative to ensure the integrity of products
- Company background
- Company performance
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- Figure 123: Ralph Lauren Corporation: Group financial performance, 2015/16-2019/20
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- Figure 124: Ralph Lauren Corporation: Global directly-operated stores and concessions, 2015/16-2019/20
- E-commerce
L’Oréal Luxe
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- What we think
- L’Oréal signs licensing agreement with Prada to complement Luxe brands
- Lancôme expands store network in China and France
- L'Oréal teams up with WeChat to launch its first AR make-up try-on app
- L’Oréal strives for transparency with ’Inside Our Products’ platform
- Company background
- Company performance
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- Figure 125: L’Oréal Luxe: financial performance, 2015-19
LVMH
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- What we think
- Global presence provides resilience to shock
- Tiffany acquisition pulled
- Online performance improved
- Sustainability to the fore
- What next?
- Company background
- Company performance
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- Figure 126: LVMH Group: financial performance, 2015-19
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- Figure 127: LVMH Group: distribution of luxury revenues by region, 2015-19
- Figure 128: LVMH Group: distribution of luxury revenues by product category, 2015-19
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- Figure 129: LVMH: outlet portfolio*, 2018 and 2019
- Figure 130: LVMH: Store numbers by Luxury maisons (division), 2018 and 2019
- Brands
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- Figure 131: LVMH: Luxury goods brands by ‘Maisons’, 2020
- E-commerce
Prada Group
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- What we think
- Adapting to shopping restrictions during the COVID-19 crisis
- Exclusive 24-hour limited edition product drops to help drive ecommerce growth
- New shop-in-shop concept in prestigious Chinese department store
- L’Oréal deal an opportunity for Prada to broaden its appeal in the beauty market
- Luxury athleisure collaboration with Adidas
- Company background
- Company performance
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- Figure 132: Prada Group: financial performance, 2015-19
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- Figure 133: Prada Group: net revenues breakdown, by channel, 2015-19
- Figure 134: Prada Group: net retail revenues breakdown, by brand, 2015-19
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- Figure 135: Prada Group: net retail revenues breakdown, by region, 2015-19
- Figure 136: Prada Group: net retail revenues breakdown, by product line, 2015-19
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- Figure 137: Prada Group: directly operated stores, 2015-19
- E-commerce
Richemont
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- What we think
- An increased focus on hard luxury?
- Franchised outlet growth outstripping own outlet openings
- Sustainability rises up the agenda
- Not afraid to create partnerships for new markets
- Making it personal
- Driving m-commerce
- What next?
- Company background
- Company performance
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- Figure 138: Richemont: group financial performance, 2015/16-2019/20
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- Figure 139: Richemont: revenues by region, 2015/16-2019/20
- Figure 140: Richemont: revenues by product, 2015/16-2019/20
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- Figure 141: Richemont: revenues by maison, 2015/16-2019/20
- The impact of COVID-19 on financial performance
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- Figure 142: Richemont: group financial performance, 1st quarter 2019 vs 1st quarter 2020
- Figure 143: Richemont Group: outlet numbers and transactional websites, 2018/19-2019/20
- E-commerce
Shiseido
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- What we think
- Shiseido expands its presence in ‘clean beauty’ by acquiring Drunk Elephant
- Shiseido focuses on developing prestige offer
- Shiseido to focus on ‘Made in Japan’ brands to capture Chinese consumers
- Shiseido expands fragrance portfolio in new tie-up
- Shiseido unveils exhibition on ageing in Yokohama
- COVID-19 relief efforts
- Company background
- Company performance
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- Figure 144: Shiseido: group financial performance, 2016-19
- Figure 145: Shiseido: Group sales performance, by region, 2016-19
Swatch Group
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- What we think
- Hong Kong protests and uncertainty
- Swatch tackles grey market sales
- Vintage is the future
- A mixed year for the Swiss watch industry as a whole
- Impact of the COVID-19 pandemic
- What next
- Company background
- Company performance
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- Figure 146: Swatch Group: financial performance by brand, 2015-19
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- Figure 147: Swatch Group: net sales by region, 2015-19
- Figure 148: Swatch Group: watches and jewellery segment financial performance, 2015-19
- Retail operations
- E-commerce
Tapestry
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- What we think
- Zoom shopping parties and livestreams
- Coach’s biggest footwear initiative in years to offset falling women’s handbags sales
- New York pop-up pilots new bag rental service
- Company background
- Company performance
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- Figure 149: Tapestry Inc.: Group financial performance, 2014/15-2018/19
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- Figure 150: Tapestry Inc.: Net sales, by region, 2014/15-2018/19
- Figure 151: Tapestry Inc.: Product sales breakdown, 2014/15-2018/19
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- Figure 152: Tapestry Inc.: Directly-operated stores, 2014/15-2018/19
- E-commerce
Tiffany & Co.
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- What we think
- LVMH pulls out of Tiffany acquisition
- Tiffany & Co. breaks new ground
- Breakfast at Tiffany’s around the world
- Tiffany & Co. Foundation supporting pandemic related causes
- New stores and new looks
- Provenance is key
- What next?
- Company background
- Company performance
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- Figure 153: Tiffany & Co.: group financial performance, 2014/15-2019/20
- Figure 154: Tiffany & Co., sales performance by jewellery category, 2019/20
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- Figure 155: Tiffany & Co.: company-operated stores and estimated sales per outlet, 2014/15-2019/20
- E-commerce
Tod’s Group
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- What we think
- Former Google exec spearheading Tod’s digital development
- Debuts two new brick-and-mortar concepts as distribution focus shifts to own stores
- €5 million donation to help ease COVID-19 burden
- Company background
- Company performance
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- Figure 156: Tod’s Group: Financial performance, 2015-19
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- Figure 157: Tod’s Group: sales, by region, 2018 and 2019
- Figure 158: Tod’s Group: Sales by product type, 2018 and 2019
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- Figure 159: Tod’s Group: Sales, by brand, 2018-19
- Figure 160: Tod’s Group: sales by distribution channel, 2018-19
- E-commerce
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Data sources
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