电通：2024奢侈品时尚行业消费者洞察报告（英文版）（59页）.pdf

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1、SPECIAL INDUSTRY VERTICAL REPORTMay 2024Dentsu Consumer Navigator:Luxury Fashion 2024|Navigator|Navigatordentsu Consumer Navigator Luxury Fashion 2024About this studyConducted by dentsu,this survey was fielded in April via Tolunas online panel among a random sample of 765 US respondents aged 18-65.T

2、he survey sampling controls for nationally representative weighting across gender,race and ethnicity(using U.S.Census numbers).Given the subject matter of this report,the survey was only submitted to respondents who reported belonging to a$75k+household income family.As such,all the reporting presen

3、ted here reflects this nuance(e.g.,“XX%of respondents”stands for“XX%of$75k+HHI U.S.consumers)The study explore consumer sentiment in relation to luxury fashion(e.g.,both luxury clothing and luxury accessories).Contents0101Top Consumer InsightsTop Consumer Insights02A Function of Distinction:A Functi

4、on of Distinction:Attitudes Toward Luxury Attitudes Toward Luxury FashionFashion03Splurging for the Rare Splurging for the Rare Occasion:Luxury Spending Occasion:Luxury Spending HabitsHabits04Tailored Journeys:The Luxury Tailored Journeys:The Luxury Fashion Customer ExperienceFashion Customer Experi

5、ence05Attack of the Clones:Attack of the Clones:Attitudes Toward Luxury Attitudes Toward Luxury DupesDupes06Project Runway:Intersections Project Runway:Intersections Between Luxury&Travel Between Luxury&Travel dentsu Consumer Navigator Luxury Fashion 20244Men are Men are emerging as a force when it

6、comes to passion for luxury emerging as a force when it comes to passion for luxury fashionfashion.Men both report spending more on luxury fashion than women and rate their luxury fashion expertise higher than women.Other luxury-crazed cohorts include Black Americans and Gen Z.What remains to be see