MERCADEO Versión en español
Havas Media Group presents its latest research: Luxury Customer Journey
Manuela Walfenzao| 14 de septiembre de 2015
Las vitrinas de las tiendas son claves para alcanzar a los compradores de bienes de lujo de moda
Havas Media Group revealed a global study that analyzes customers´ paths to purchase luxury fashion goods. The research was conducted in eight markets, with more than 6.400 consumers and 25 brands, with a strong focus on their digital transformation. They analyzed behavior and expectations during e-commerce and boutique experiences. The study showed that “high quality” (47%) and “fashionable” (32%) are the two most relevant concepts for consumers in this category. Online sales continue to be a barrier, because the experience of touching and seeing a product is still decisive when buying a luxury product. Only 16% of total luxury sales are digital, but more than 40% of traditional sales are strongly impacted by an important digital interaction. Boutique windows and experience are key to reach this audience. However, a brand´s official website is the second most important top touch-point with the highest impact on brand awareness. “Brands, particularly the traditional luxury fashion brands, need to shift their focus to their customers and on how to engage them. They need to know their data; they need to understand their customer; they need to be global yet increasingly local and personalized in their approach; they need to become much more digital but at the same time experiential. The Luxury Consumer Journey analyzes customer behavior and expectations in depth in 8 strategic markets in the world. It is an incredible tool and should be the base for the definition of any strategic marketing plan today” explained Isabelle Harvie-Watt, Global CEO at Havas LuxHub.
