Beruflich Dokumente
Kultur Dokumente
de/facts
Summary
a
t h ex t r
Wi e on
pag ture
fu
the
Tableware (-2%)
Generally speaking, garments, accessories, jew- ‘Hard luxury goods’** (+7%) 4
ellery, watches, fragrances and cosmetics are 21
Garments (+/-0%)
28
considered to be constituent parts of the luxury
market. This viewpoint was also adopted in a
study conducted by Bain & Company on behalf
of Altagamma, the Italian Association of Luxury
Goods Manufacturers. According to this survey, 22
23
garments account for around 28 percent of the Accessories (+5%)
Perfumes & cosmetics (+3%)
market while accessories, fragrances, cosmetics
* Estimate
and ‘hard luxury goods’ (especially luxury watch- ** E.g. watches, jewellery
Figures in brackets: Change compared to previous year
es and jewellery) account for 21 to 23 percent. Source: Bain & Company/Altagamma
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008*
In 2008, the volume of sales in the worldwide * Estimate
luxury-goods markets rose by three percent to Source: Bain & Company/Altagamma
for luxury products will include not only China America (+/-0%)
1
Luxury-goods market
Canada 213
281
In terms of the number of wealthy individuals, 185
2008
2007
Switzerland
Germany holds third place in the world ranking. 212
Italy 164
In 2008, 54 percent of all wealthy people lived in 207
131
Germany, the USA and Japan. Moreover, per- Brazil
143
sonal wealth and the number of HNWIs in Ger- Source: Capgemini Lorenz curve analysis (‘World Wealth Report 2009’)
United
Arab 4.1
Besides the domestic consumption of high-in- Emirates
+22.2%
period – and, despite the crisis, actually increased Brazil 2.0 +12.1%
their expenditures in 2008 compared to 2007. By
Source: German National Tourist Board (DZT/Global Refund 2009)
contrast, travellers from other western industrial
nations, such as Switzerland, the USA and Japan,
spent more carefully in 2008. Attitudes towards luxury (in %)
I buy primarily exclusive brands* 7.8
Luxury orientation I like to shop in exclusive/up-market boutiques*
8.4
is multi-faceted When I go shopping, it sometimes happens
38.1
that I spend more money than I intended*
The significance of luxury differs greatly in the I enjoy buying clothes* 36.8
various segments of the population. For around Watches are an important aspect of my outfit* 12.3
50 percent of people, luxury also means the pos- Jewellery is an important aspect of my outfit* 14.8
sibility of treating oneself. Fine dining is also The brand is important even if other less well-known
companies offer the same quality at a lower price* 13.4
popular among half the population. Many Ger- For me, luxury means having time for myself 49.7
and to do something for myself**
mans spend freely, especially on fashions, and I am happy to spend somewhat more 49.8
on a meal in elegant surroundings**
then they are inclined to spend more. Around ten * Agree completely/on the whole
percent are very keen on ‘hard luxury goods’ – ** Applies completely/on the whole
Basis: Inhabitants aged 20 to 69
Source: Communication Networks 13.0 / potential: 49.55 million
exclusive brands, watches and jewellery.
2
Luxury brands
Brands are particularly valuable The world’s most valuable luxury brands 2008
in the luxury market Top 15 by brand value (in EUR billion)
The brand is the most important asset for manu- Gucci (I) 6.388
surprising that many luxury brands rank among Rolex (CH) 3.836
the most valuable in the world. The biggest lux-
Hermès (F) 3.541
ury brand, Louis Vuitton, also holds 16th place in
the ranking of all international brands. Gucci, Cartier (F) 3.278
Chanel, Rolex and Hermès are also brands that Tiffany & Co. (USA) 3.257
have an excellent reputation in this market and
Prada (I) 2.775
generate appropriate levels of sales with their
Ferrari (I) 2.730
good names.
Bulgari (I) 2.577
Europe is the most important region of origin for Burberry (GB) 2.542
international luxury brands. Italy and France are
Dior (F) 1.578
particularly prominent, as is Switzerland when it
Patek Philippe (CH)
comes to watch brands. Thus, the Swiss Rolex 0.855
and Patek Philippe brands also made it into the Ermenegildo Zegna (I) 0.633
ranking. Other leading names include Omega, Salvatore Ferragamo (I) 0.559
Chopard, Longines and TAG Heuer. Of the US Source: Interbrand (‘The Leading Luxury Brands 2008’)
brands, only one brand, Tiffany & Co., managed
to get into the top 15.
Hermès 1.76
3
Fashion
Women Men
The worldwide market for luxury fashions has 23.5 23.6 23.5 23.5
22.0 22.0
grown continuously over recent years. On behalf
of Altagamma, the Italian Association of Luxury
Goods Manufacturers, the Bain & Company
market research institute calculated an average
annual rate of growth of 4.5 percent for women’s
fashions and six percent for men’s between 1998
and 2008. In 2008, the rate of growth declined
significantly – to a certain extent as a result of
2006 2007 2008* 2006 2007 2008*
economic uncertainties but also due to currency * Estimate
fluctuations. Source: Bain & Company/Altagamma
comes from the BTE trade association and its * In constant prices
Index: 2003=100
estimates show stable results for the first four Source: German Statistical Office (Statistisches Bundesamt)
In 2007, sales in this segment climbed by around Trousers +1.6 Knitwear +2.2
Sales in the Specialist Trade shows the develop- Basis: Merchandising systems with annual sales of approx EUR 6 billion
Source: HML Modemarketing
ment of sales in the first four months of 2009.
4
Fashion
One of the main reasons for the sales difficulties Export development by countries* 2008
of the German fashion industry is the decline in Change over the previous year (in %)
exports, which have been affected by the eco-
Top 5 winners
nomic crisis since the autumn of 2008. Overall,
Slovakia +76.3
exports of garments only remained stable in 2008 Poland +60.6
with an increase of one percent – a below-aver- Saudi Arabia +26.8
age rate of growth in comparison to the German PR China +26.3
Estonia -10.8
as Austria, The Netherlands and France – suffered
United Kingdom -12.9
from the crisis and sank significantly. On the
Spain -13.0
other hand, there was an increase in exports to
Italy -14.3
expanding regions such as the eastward expan- Finland -14.5
sion of the EU, the Asia / Pacific region and the * From an export volume of EUR 10 million
Source: GermanFashion/German Statistical Office (Statistisches Bundesamt)
Middle East, including the Arabian Gulf States.
5
Accessories
* Estimate
Source: Bain & Company/Altagamma
6
Watches and jewellery
The most important export nations for watches Switzerland 15.8 China 550.3
wide advance with an increase in both the value 24.4 24.9 24.4 24.9
4.7
high-quality mechanical wristwatches. However,
sales declined in the first months of 2009. As well, 10.2
7.7
no export increases could be achieved in the
upcoming regions of Asia.
2003 2004 2005 2006 2007 2008 Jan.-May Jan.-May
2008 2009
Source: Association of the Swiss Watch Industry (Verband der Schweizerischen Uhrenindustrie FH)
627.5
581.0
541.2
The German watch industry was unable to gener- 501.6
received, as well as postponements and cancel- * Estimated on the basis of companies with 20 or more employees (50 or more from 2007)
Source: Association of the Jewellery and Watch Industry (BV Schmuck + Uhren)/
German Statistical Office (Statistisches Bundesamt)
lations, especially on the export side.
7
Watches and jewellery
Germany were also good in 2008 and rose by * Estimated on the basis of companies with 20 or more employees (50 or more from 2007)
Source: Association of the Jewellery and Watch Industry (BV Schmuck + Uhren)/
eight percent to EUR 884 million. The most im- German Statistical Office (Statistisches Bundesamt)
8
Perfumes & Cosmetics
Growth in the world market for Market for luxury fragrances/cosmetics worldwide
luxury fragrances and cosmetics Market volume (in EUR billion)
22.4
21.8
Bain & Company market researchers calculated 21.0
9
The future of luxury goods
Artificial
shortage
Immaterial luxury
Facets of luxury
Niche luxury
Climber luxury
The trend analyses in the market concentrate on
the most important of these market segments Democratisation of luxury
and attempt to do justice to the various facets of
luxury. Characteristic of modern luxury is that it Source: Z_punkt
10
Advertising market
million, an increase of almost 30 percent over the Source: Nielsen Media Research (gross advertising expenditures)
Textile stores/
3.99 16 69 11 3
Mail-order trade,
textiles/shoes 16.34 1 62 2 11 1 24
sible to assess advertising expenditures for the * Jewellery shops, range advertising, wristwatches, internet: watches & jewellery, miscellaneous
Source: Nielsen Media Research (gross advertising expenditures)
year until after Christmas 2009. Around 90 per-
11
Advertising market
69 68
With an advertising budget of approximately EUR Consumer Consumer
publications publications
733 million (gross), the perfumes & cosmetics
market once again increased its expenditures
by about three percent in 2008. Expenditures Source: Nielsen Media Research (gross advertising expenditures)
of 2009. Most companies attach great importance Source: Nielsen Media Research (gross advertising expenditures)
more difficult to reach but are also characterised Face/body care 2.81 2 53 2 32 2 9
12
Communication
who fit with its image. For the luxury market de- Basis: Population aged 20 to 69 (49.78 million)
* Agree fully/on the whole with “I mainly purchase exclusive brands” and/or
“I like to shop in exclusive/up-market boutiques”
fined here, these consumers could be luxury ** Extremely/very important aspects for wristwatches: handmade and/or exclusive brand
and/or well-known brand
buyers who explicitly prefer selected brands or Source: Communication Networks 12.0
13
Communication
33 33 32
Luxury brands have to cultivate their image con-
27
tinuously and an important aspect of this is the 25
23
Advertising in magazines
Advertising on television
choice of appropriate advertising media. Al 20 Poster advertising
16 16 Advertising by e-mail
though, the two luxury-oriented target groups see 13 14 Advertising on the
internet/online services
9 10
advertising as being more credible than the po-
pulation as a whole, there are significant differ
ences between the individual media, parallel to Population Luxury buyers* Premium-
aged 20-69 watch buyers**
the degree of receptiveness. For both luxury and (49.78 million) (5.78 million) (8.85 million)
for premium-watch buyers, magazine advertise- Basis: Population aged 20 to 69 (49.78 million)
* Agree fully/on the whole with “I mainly purchase exclusive brands” and/or
“I like to shop in exclusive/up-market boutiques”
ments are the most persuasive with 40 percent ** Extremely/very important aspects for wristwatches: handmade and/or exclusive brand
and/or well-known brand
of this target group according advertisements the Source: Communication Networks 12.0
15 FOCUS-BlueChip-Kombi
Stern
10
Fit
Established media brands score
Bunte for
5 Gala Fun Capital Manager
Magazin
Of the various groups of magazines, news, current * Population aged 20 to 69 and agree fully/on the whole with “I mainly purchase exclusive brands”
and/or “I like to shop in exclusive/up-market boutiques”
Basis: Top 15 by cost per thousand; affinity >101; title selection (MA-adjusted): Current-affairs magazines,
affairs and business magazines are advertising business press, lifestyle magazines
Format: 1/1 p. 4c bleed (average prices 2009 gross)
media of interest to advertisers in the luxury Source: Communication Networks 12.0 / potential: 5.78 million
planning effectiveness for communicating with Current-affairs magazines, business press, lifestyle magazines
Format: 1/1 p. 4c bleed (average prices 2009 gross)
Source: Communication Networks 12.0 / potential: 8.85 million
top target groups.
14
Your contacts
Address
FOCUS Magazin Verlag GmbH
PO Box 81 03 07; D-81903 Munich
Arabellastraße 23; D-81925 Munich
Managing Directors
Helmut Markwort
Frank-Michael Müller
Advertising Director
Ingo Müller (+49) 89 92 50-23 43
Alexander Kirschner (Deputy) -20 60
Assistant
Aynur Civelek -24 39
Fax -20 61
E-Mail anzeigen@focus.de
Representations abroad
15