Luxury In A Recession

February 13, 2009

Copyright © 2008
TOM JULIAN GROUP
1
Y&R BRANDS
 LUXURY IS BECOMING LESS ABOUT GLAMOR AND
MORE ABOUT VALUE, VISION, AND ETHICS
Luxury Brand DNA
2007 Q1 vs. 2008 Q2
-40% -30% -20% -10% 0% 10% 20% 30% 40%

Good Value
Visionary
Simple
Innovative Stronger in
Down to Earth
2008 Q4
Straightforward
Socially Responsible
Authentic
Distinctive
Prestigious
Unique
Glamorous
Sensuous
Charming
High Performance
Leader
Intelligent
Dynamic
Stronger in Up To Date

2007 Q1 Progressive
Independent
Gaining In Popularity

Base: BAV USA All Adults 2007 Q1 vs. 2008 Q4

 DESIGNER AS LUXURY BRANDS ARE SUFFERING
FROM NEWFOUND CONSUMER MODESTY

Niche/ Momentum
Momentum Leadership
(Differentiation & Relevance)
Brand Strength

Giorgio Armani
Christian Dior

Yves Saint Laurent

Versace

Ferragamo Bergdorf Goodman

Fendi

Unfocused/Un
Valentino Fatigue
known

Brand Stature
(Esteem & Knowledge)

Base: BAV USA All Adults 2008 Q1-Q3 vs. 2008 Q4

 WHILE MORE AFFORDABLE LUXURY BRANDS ARE
GROWING IN CONSUMER ESTEEM

Payless ShoeSource
Foot Locker
Gap L.L. Bean
K&G
Tag Heuer
Club Monaco Ann Taylor
Kennet
Liz Sears
h
J. Jill Claiborne Women’s OshKosh
Cole
Armani Exchange
(Differentiation & Relevance)

Brooks
Brand Strength

Brothers
Hollister

Brand Stature
(Esteem & Knowledge)

Base: BAV USA All Adults 2008 Q1-Q3 vs. 2008 Q4