The Boston Consulting Group

The Key Trends for the Luxury Goods Industry in 2018

Del

MILAN, February 20, 2018 — Luxury brands should devote particular attention to millennials and Chinese consumers in the coming years, according to True-Luxury Global Consumer Insight, the fifth edition of an annual study by The Boston Consulting Group (BCG) and Altagamma, presented today in Milan. Millennials are the generation that will contribute the most to the market’s growth: some 130%, to account for 50% of the market in 2024. Chinese consumers represent the nationality driving the most growth: about 70%, to account for 40% of the 2024 market. The overall luxury goods industry, including products and services, is worth approximately €915 billion today and will reach about €1,260 billion in 2024.

BCG and Altagamma Release Fifth Annual Study

MILAN, February 20, 2018­—Luxury brands should devote particular attention to millennials and Chinese consumers in the coming years, according to True-Luxury Global Consumer Insight, the fifth edition of an annual study by The Boston Consulting Group (BCG) and Altagamma, presented today in Milan. Millennials are the generation that will contribute the most to the market’s growth: some 130%, to account for 50% of the market in 2024. Chinese consumers represent the nationality driving the most growth: about 70%, to account for 40% of the 2024 market. The overall luxury goods industry, including products and services, is worth approximately €915 billion today and will reach about €1,260 billion in 2024.

Altagamma  (which gathers high-end Italian cultural and creative companies) and BCG are releasing today their latest survey on luxury goods, which covered 10,000 consumers of luxury goods across ten countries. This survey notably focuses on millennials and Chinese consumers.

The Attractiveness of Casual Style Is Confirmed
Formal dressing is on the decline: 73% of consumers are turning away from it, a 7-percentage-point increase since our last survey. This trend is encouraged by wardrobe saturation among the eldest consumers and their “forever young” behavior. Younger generations, for their part, feel that casual style better represents their personal branding. The rise of affordable luxury and numerous collaborations between classic brands and streetwear brands are also stimulating this trend.

Social Media, Online, and Mobile Are Gaining Prominence
The omnichannel approach has stabilized for the first time; online-only and store-only growth have reached equilibrium. Digital must remain a priority to define an omnichannel strategy compatible with target expectations. The percentage of online sales perceived as being additional, and not a cannibalization of, physical sales is decreasing each year, with China the least cannibalized country to date.

Luxury brands should develop their mobile strategy: 55% of luxury consumers buying online use their mobile phones versus personal computers. Peaks appear among the youngest generations and Chinese consumers, 75% and 77%, respectively, of whom use mobile.

Social media and influencers are gaining power. For the first time, social media is the first source of information and the channel of primary impact used by true-luxury consumers, followed by magazines and brand websites. Fiveplatforms (Facebook, Instagram, WeChat, Weibo, and QQ) are dominating the social media world,but Facebook is losing momentum to Instagram in the Western world and QQ is losing momentum to WeChat and Weibo in China. 

Focus on Millennials: Consumer Aspirations Are Disrupting Luxury
Collaborations with streetwear brands and artists are becoming the norm for generation Zers and millennials. “Collaboration covers demand for newness in a less risky way. It gives brands a cool edge and strengthens brand awareness as well as increases willingness to buy the brand. Collaboration is increasingly in demand and turns out to be a very effective purchasing incentive,” said Olivier Abtan, a partner in BCG’s Paris office and the global leader of the firm’s luxury, fashion, and beauty topic.

Unlike “absolute luxurers,” who buy luxury items exclusively, millennials do not hesitate to mix and match. About 55% of this group trades down to buy handbags or T-shirts from cheaper brands, or mixes their style by buying sneakers and luxury shoes from luxury niche brands (including luxury sports). This trend appears to fulfill consumers’ need to create their own style. Counterintuitively, however, millennials seem to be the generation with the highest degree of brand loyalty. When they do look for different brands, it’s because luxury brands don’t have offerings in certain categories or because of the millennials’ desire to have a unique style, express themselves, and seek out niche brands.

Focus on China: Luxury Brands Should Emphasize the Digital Ecosystem
Social media and word-of-mouth are the first and second sources of information for Chinese consumers, with 49% and 30% respective shares. The relevance of social media and influencers (the third source) is not only an attitude of Chinese consumers, who love being informed by brands, it’s also important to brand strategy. Considering the advanced online ecosystem in China, the e-commerce activity of Chinese in other industries, and the average amount of time the Chinese spend on social media, luxury brands should aim to increase their share of consumers’ attention in the digital ecosystem. It will be crucial for brands to find a way to work within the whole ecosystem in order to drive traffic to their websites and provide Chinese consumers with a seamless and integrated shopping experience.

For media inquiries, please contact Tommy Nodland at +47 958 96 804 or nodland.tommy@bcg.com.

About The Boston Consulting Group
The Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advisor on business strategy. We partner with clients from the private, public, and not-for-profit sectors in all regions to identify their highest-value opportunities, address their most critical challenges, and transform their enterprises. Our customized approach combines deep insight into the dynamics of companies and markets with close collaboration at all levels of the client organization. This ensures that our clients achieve sustainable competitive advantage, build more capable organizations, and secure lasting results. Founded in 1963, BCG is a private company with offices in more than 90 cities in 50 countries. For more information, please visit bcg.com.

Nøkkelord

Kontakter

Dokumenter

Om The Boston Consulting Group

The Boston Consulting Group
The Boston Consulting Group
Parkveien 53A
0256 Oslo

+47 21 04 68 00http://www.bcg.com/about_bcg/offices/oslo.aspx

The Boston Consulting Group (BCG) er et globalt konsulentfirma og verdens ledende rådgiver innen forretningsstrategi.  BCG har kunder innen privat og offentlig sektor og jobber også med veldedige og humanitære organisasjoner, der vi finner deres mest verdifulle muligheter, adresserer de mest kritiske utfordringene og transformerer bedriftene. Vår systematiske og spesialtilpassede fremgangsmetode kombinerer dyp innsikt i selskapers dynamikk og marked med tett samarbeid på alle nivåene i klientenes organisasjoner. Dette sørger for at klientene våre oppnår bærekraftige konkurransefortrinn, bygger mer kapable organisasjoner, og sikrer vedvarende resultater.  BCG ble grunnlagt i 1963 og har i dag 85 kontorer i 48 land. I Norge har BCG over 120 ansatte. For mer informasjon besøk: www.bcg.com

Følg saker fra The Boston Consulting Group

Registrer deg med din epostadresse under for å få de nyeste sakene fra The Boston Consulting Group på epost fortløpende. Du kan melde deg av når som helst.

Siste saker fra The Boston Consulting Group

New BCG survey on digitization: Nordic companies are falling significantly behind7.11.2017 11:36Pressemelding

Nordic companies need to be bolder, faster and bigger risk takers when it comes to digitization. That is the conclusion in a new survey investigating digital maturity in 1.300 Northern American and European companies, conducted by BCG. The results show how the Nordics are losing ground when it comes to the execution of digital strategies. That, in turn, takes its toll on both the digitization of the core business as well as building new businesses.

I vårt presserom finner du alle våre siste saker, kontaktpersoner, bilder, dokumenter og annen relevant informasjon om oss.

Besøk vårt presserom