AN

INTRODUCTION
TO THE
LUXURY
PROFILER
By atelier a division of Leo Burnett
LONDON 01
An introduction to the Luxury Proler
The denition of luxury has been evolving over recent years and luxury brands need to keep pace.
atelier, the division of Leo Burnett devoted to luxury and style, has conducted one of the most comprehensive
quantitative studies ever undertaken in the eld of luxury. Responses have been collected from over 9000
consumers across the globe in order to provide some hard facts about the shifting nature of the category and
how it differs in contrasting areas of the globe.
This ground-breaking study fulls the needs of todays global luxury marketers. While many industry experts
have observed the shifting nature of the meaning of luxury, up until now such observations have tended to be
single category focussed with an acute absence of comparative global data in the sector.
The Luxury Proler not only provides deeper consumer information, it allows marketers to more fully
understand the luxury prole of their specic category. Results have been collected for over 100 brands in the
category, including such diverse sectors as cars and spirits in addition to the more traditional luxury goods.
In todays marketplace luxury marketers must make a more considered evaluation of how their brand can
increase its value. This should start with an assessment of the relevance of the brands image in todays
economy and a deep understanding of the prime
prospects for that brand. The Luxury Proler
covers both bases and is divided in two parts:
Part A: Proling the Luxury Consumer
Part B: Proling the Luxury Brand
Together they help Luxury Marketers to dene their core
consumers and create an in-depth prole of their brand:
With readings taken both before and during the economic
slowdown the Luxury Proler can also help marketers
understand the impact of the recent nancial turmoil and
how to react to such events.
Part A: Proling the Luxury Consumer
The rst part of the Luxury Proler proles global consumer attitudes to luxury in key
markets across the globe: UK, US, Japan and China with additional studies underway
in a variety of other luxury markets.
Consumers were asked their level of agreement to 50 different luxury attitude
statements ranging from the very traditional, to the very new. We draw on these
results to highlight how the meaning
of luxury changes across the globe.
For example we found that Europeans
are more likely to agree that heritage
and craftsmanship are important luxury
attributes while in the US luxury is
more likely to take the shape of personal
gratication and small indulgences.
The results for all of these statements
have been analysed via an in depth global
cluster analysis to identify 5 distinct
luxury consumer typologies designed
to help marketers understand their core
consumers and prime prospects.
The 5 typologies are:
The Connoisseur: Connoisseurs are drawn to brands with history
& heritage and a rened luxury that will endure.
The Status Seeker: Status Seekers are driven by conspicuous
consumption, and they like to keep up with the latest trends.
The Creative: These people consume luxury as a means of self-
expression and personal discovery. Luxury products and experiences
with an element of edge, unconventionality, excitement and depth
are what they are looking for.
The Altruist: A new emerging consumer typology who wants to enjoy
moments of luxury with a clear conscience. They appreciate brands
which are socially responsible and give back to society.
The Splurger: These consumers only consume luxury on occasional
basis as a gift for special occasions or a little indulgence.
They feel that luxury is a treat, not a lifestyle.
With our deep understanding of these typologies we can help marketers of luxury and
premium brands dene their core customers and prime prospects with real insight.
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Part B: Proling the Luxury Brand
In addition to consumer attitudes to luxury, atelier has an extensive library
of data relating to top luxury brands. In our research luxury consumers have
been asked to rate over 100 different brands
from 20 different categories on over 100
dimensions. Our database includes information
on brands from categories as diverse as
watches, retailers and spirits. We can also
create bespoke studies for additional brands
and categories if required.
All of these brand
results have been
analysed via an
in-depth cluster
analysis to identify
14 different drivers
of luxury image.
Typically the story of a luxury brand needs to be multi-faceted to create deeper meaning
and desire. Each luxury brand has a different prole combining these 14 different
dimensions in different ways. Some dimensions are frequently used in a given category
creating that categorys own particular luxury code.
The Luxury Brand Proler helps luxury marketers to dene the multiple layers
of their own brand story, and allows them to take inspiration from brands in other
categories as they shape the vision for their brand.
Status: Keeping up with the Joneses...
Extravagance: Showing off your glamorous lifestyle.
Connoisseurship: A taste for craftsmanship.
Seduction: The route to romance.
Uber-premium: The best of its kind.
Ethical: Paying for peace of mind, think Fair Trade Coffee.
Pampering: Personal gratication that helps you unwind.
Altruism: Spending with a clear conscience by giving something back.
Escapism: Getting away from it all.
Actualisation: Personal discovery to nd the real you.
Achievement: Helping you realise your ambition.
Adventure: Doing something a bit edgy and out there.
Cutting Edge: Being up to the minute and ahead of the trends.
Creative: Expressing yourself in an exciting way.
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