Brand Perceptions: Luxury Watch & Jewelry.

Transcription

1 Brand Perceptions: Luxury Watch & Jewelry.

2 WSJ. Insights Renown for its world-class research and analysis, WSJ. Insights provides benchmark primary research studies, from longitudinal Corporate and Brand Perceptions studies to Wealth Management and Small Business Reports. WSJ. Insights provides its marketing partners with the essential knowledge they need to make smart decisions.

3 Key Trends in Luxury Market.

4 Global Luxury Market Moderate Growth & Stable YOY. Global Luxury Sales (US $ billions) and Growth US $ Billion YOY % Growth 3

5 Fine Watch & Jewelry Lead Global Growth Opportunity. Category 2014 US $ Million YOY Growth vs US $ Million Projections CAGR Designer Apparel 136, % 154, % Fine Jewelry/ Watch Fine Wines/ Spirits Super Premium Beauty 65, % 78, % 30, % 35, % 28, % 33, % Source: Euromonitor International 4

6 U.S. Continues as Largest Luxury Market. U.S. Millionaire Households: 11.53MM 11x more millionaires than China [estimated at 1MM] U.S. luxury market 62.5 Bn in 2013, 3.5x larger than next largest market, Japan Source: Federal Reserve Bulletin, Hurun Research Institute, Bain/Altagamma 2013 Luxury Worldwide Market Study 5

7 U. S. Affluents Today: Optimistic & Confident. More than nine in 10 (94%) are optimistic about their financial future 89% believe they are in a better position to withstand market volatility than others 85% say their wealth is secure for the long term Source: WSJ Insights 2014 Mutual Funds & ETF Study Base: Total Respondents 1,

8 The Rise of the Millennial Consumer. Generation shift is rapidly approaching; Prime earning years age , ,000 90,000 80, Age Age Source: U.S. Census, Population division Projections of the population by selected age groups for the United States

9 Proprietary Study: Methodology & Respondent Demographics.

10 WSJ. Insights Brand Perceptions Proprietary Study. Methodology Objective: To discover current consumer behaviors, attitudes and brand preferences for fine jewelry and watches among key prospects WSJ. Insights fielded a study to the WSJ Opinion Leaders, an online insight community from October November ,279 respondents completed the survey Queried respondents about: Brand familiarity and perception of 46 luxury jewelry/watch brands Attributes of luxury brands Ownership and purchase channels Important characteristics of a fine watch Purchase triggers Note: Fine Jewelry defined as 18K+ gold and/or platinum with or without precious stones, a fine watch is defined as a watch that costs $500 or more 9

11 Respondent Demographics. Household Income Male/Female: 84/16 Average Age: 57 Median HHI: $268,289 $300K+ 25% Under $100K 20% $ K 20% $100- $200K 35% 10

12 Measured Brands. Audemars Piguet David Yurman Hamilton Monblanc Rolex Baume & Mercier DeBeers Harry Winston Movado Seiko Breguet DeGrisogono Hermes Omega Shinola Breitling Dior Hublot Panerai Tag Heuer Burberry Ebel IWC Patek Philippe Tiffany & Co. Bulgari Fendi Jaeger-LeCoultre Piaget Tourneau Cartier Girard Perregaux Longines Prada Vacheron Constantin Chanel Graff Louis Vuitton Ralph Lauren Van Cleef & Arpels Citizen H. Stern Mikimoto Raymond Weil Zenith Chopard 11

13 Topline. Perception of quality and value generally strong, but many brands need deeper engagement and communication to grow familiarity. Luxury consumers expect exclusivity, attention and personalization. Brand name is the strongest signifier of luxury and remains the key driver for consideration. 12

14 Watch & Jewelry Purchases.

15 Watch Collectors & Enthusiasts. 43% Purchased fine watch in past 3 years [21% as gift for someone else] $5,392 Average spent on most expensive fine watch 2.5 Average number of watches owned [30% own 3+ watches] 14

16 Their Fine Watch is Essential. 78% agree I don t feel fully dressed unless I m wearing a watch 15

17 Brand is Critical When Selecting a Fine Watch. % Consider Important In Fine Watch Purchase (Very/Somewhat Important) Brand Name 87% Traditional Styling Swiss Movement Unique Look Precious Metals 79% 77% 74% 70% Quality Jewels 65% Hand Construction Multiple Complications 27% 59% 16

18 Complications Watch Aficionados Desire. Practicality wins the day % Most Interesting in Fine Watch Purchase Waterproof 93% Day/Date Display Auto Wind 83% 87% Perpetual Calendar Chronograph Multiple Time Zones 47% 45% 52% Moon Phases 22% Depth Meter Tachometer 16% 16% Sonneries 10% 17

19 Smart Watches /Wearables Not a Factor Yet. Interested in new Smart Watches 26% Very Interested/Already Own 22% 12% 35% Somewhat Interested 27% 25% 39% Not that Interested/Not At All Interested 51% 63% Age Age Age 55+ When you are in the market to buy where do your usually shop, check all that apply. 18

20 Investing in a Fine Watch via an Online Only Retailer. Now close to one quarter, significantly more for men than women Usually Shop at Online Only Retailer for Fine Watch 17% 23% Over half of [jewelry/watch] brands now provide a path to purchase online through e-commerce or e-concierge services or both. Female Male L2 Digital IQ Index; 2014 Watches & Jewelry 19

21 Fine Jewelry Connoisseurs. 68% Purchased a piece of fine jewelry past 3 years [53% purchased a gift for someone else] $21,466 Average spent on most expensive piece of fine jewelry 20

22 Purchase Fine Watch & Jewelry Across a Number of Retail Destinations. Fine Watch Fine Jewelry Specialty Watch Retailer 49% Independent Retailer 53% Independent Retailer 42% Specialty Jewelry Retailer 43% Specialy Department Store 41% Specialty Department Store 40% Online Only Retailer 22% Designer Boutique 24% Designer Boutique 22% Jewelry Retail Chain 22% Duty Free Shop 20% Online Only Retailer 19% Jewelry Retail Chain 15% Duty Free 12% Auction House 6% Auction House 7% 21

23 Purchase Triggers Are Year Round for Both Self & Gifts. FOR SELF % purchased fine watch/fine jewelry Souvenir While Traveling 18% Birthday 10% Wedding 7% Promotion at Work 7% Winter Holidays 7% Wedding Anniversary 6% Graduation 3% Mother s Day/ Father s Day 1% Birth of Child 1% GIFT % purchased fine watch/fine jewelry Birthday 59% Wedding Anniversary 57% Winter Holidays 50% Valentine s Day 32% Souvenir While Traveling 27% Graduation 25% Mother s Day/ Father s Day 25% Birth of Child 14% Q: For which occasion(s) have you ever made a fine watch or fine jewelry purchase? 22

24 What is Luxury?

25 Luxury is Exclusivity. Important in determining a luxury/designer brand 61% Agree exclusivity is important 56% Agree ability to customize is important Q: How important is each of the following characteristics in determining if a brand is a Luxury/Designer brand? Q: do you have a relationship with a salesperson from whom you primarily buy fine jewelry/fine watches? 24

26 Luxury is a Relationship. 26% Have a relationship with a salesperson from whom primarily buy fine jewelry/watches. Among those who do: Most expensive fine watch: $8,431 Most expensive piece of jewelry $25,487 43% Attentive Salespeople important in determining luxury/ designer brands [53% among women] Q: How important is each of the following characteristics in determining if a brand is a Luxury/Designer brand? Q: do you have a relationship with a salesperson from whom you primarily buy fine jewelry/fine watches? 25

27 Luxury is Product, Service & Brand. Celebrity endorsements are not important Importance in Determining a Luxury Brand High Quality Product 95% 4% Service 71% 23% Brand Heritage Attentive salespeople 47% 43% 38% 39% Exclusivity 25% 36% Ability to Customize 17% 39% Luxuriousness of retail Country of Origin High Price Celebrity Spokesperson 9% 13% 8% 6% 35% 40% 35% 0% 20% 40% 60% 80% 100% 120% Very Important Somewhat Important How important is each of the following characteristics in determining if a brand is a Luxury/Designer brand? Q: do you have a relationship with a salesperson from whom you primarily buy fine jewelry/fine watches? 26

28 Brand Landscape.

29 Familiarity Varies widely by Brand. Established fashion brands and strong retail presence appear to raise familiarity 100% 75% 50% Average: 42% 25% 0% Rolex Seiko Tiffany & Co. Ralph Lauren Omega Cartier Tag Heuer Citizen Montblanc Burberry Louis Vuitton Chanel Breitling Movado Longines Dior Hermes DeBeers Prada Bulgari Hamilton Piaget Harry Winston Raymond Weil Tourneau Patek Philippe Very Familiar Mikimoto David Yurman Van Cleef & Arpels Fendi Zenith Baume & Mercier Somewhat Familiar Breguet Audemars Piguet H.Stern Vacheron Constantin Jaeger-LeCoultre Chopard Hublot IWC Ebel Shinola Panerai Graff DeGrisogono Girard Perregaux 28

30 Strong Perception of Value for Money/Quality. Across the Board 100% Average: 79% 50% 0% Excellent Good 29

31 Advertising.

32 High Degree of Trust & Engagement with WSJ. 69% Recall seeing jewelry/watch advertising in The Wall Street Journal 8 in 10 Agree Only the best fine jewelry & watch brands Advertise in The Wall Street Journal 39% Were inspired to shop for fine watch or piece of fine jewelry directly as a result of an ad/article in The Wall Street Journal 31

33 Brand Perceptions: Luxury Watch & Jewelry.