Consumers and Designer Brands: A Global Acnielsen Report

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“Currently, UAE consumers are buying Dior, Armani and Yves Saint Laurent. Of these, only Giorgio Armani ranks highly for future aspirational purchase. If Dior and Yves Saint Laurent want to grow market share and attract a future generation of consumers in the UAE, they may want to invest more now in building their brands,” observed Markert. Future big spenders in India would like to fill their wardrobes with Gucci, G. Armani, LV and Dior, while in China, the most coveted aspirational brands are Chanel and Versace, followed by LV and Giorgio. Armani. “Eleven percent of Indian’s online consumers say they buy Armani now, but 38 percent would buy Armani if they could afford it. And while nine percent of online Indians currently buy Versace, 34 percent aspire to buying Versace in the future”. Latin America and Asia are the most promising regions for designer accessories According to the ACNielsen survey, shoes, sunglasses, wallets, handbags and belts are the most ‘sought after’ designer accessories, but preferences for the type of accessory and the brands differ strongly across the world’s regions. Shoes and belts are favoured by Latin America, while South African’s go for sunglasses, in Asia, home to the world’s biggest ‘rainy day’ savers, it’s wallets. In their shoes Outside Latin America, luxury shoes are the most popular choice in Belgium and the Netherlands, Turkey and the UAE, Thailand and Philippines and - perhaps not surprisingly – France. “The right shoe maketh the outfit” certainly rings true among Europeans. Many Europeans believe that shoes are the most important accessory of any outfit, and a new pair of shoes is the easiest way to change and update any look. It is not surprising therefore that shoes are the leading choice of accessory among Europeans now, as well as for future purchase. A pair of designer shoes is the leading purchase for the Dutch, Belgian and French consumers. Another bright but challenging prospective market is Russia, scoring number one by the number of Internet users who would aspire to buy designer shoes if money was no object. 81 percent Russians said they would buy luxury shoes if money were no object, versus one third of Russian respondents who currently buy them. Russia is certainly a must-be place for fashion houses, with its ever-growing number of well-off people and their love of new and fashionable clothes. According to the ACNielsen study, 70 percent of Russian Internet users claim to spend their spare cash on new clothes. It is more than in any other country surveyed and one a half times more than the next nation most spending on this item - Spaniards. Russia is also notorious for charging among the world’s highest prices for luxury brand goods, largely due to the cost of retail space in Moscow, one of the highest in the world. Among countries least inclined to buying designer shoes are North America, the Pacific, Nordics – Finland and Denmark -- Czech Republic, Austria and Japan. Which of the following designer accessories do you buy? (Global average) Shoes Sunglasses Wallet Handbag Belts Stationery (palm pilot holders etc) Briefcase Luggage KeyChain None of these Base: All respondents 6% 7% 10% 14% 21% 21% 26% 32% 35% 49%
Belts – it’s a wrap For a luxury brand marketer betting on belts sales, Mexico, UAE and Argentina would be the priority countries to consider, with up to half of Internet users there claiming to buy luxury branded belts. France, Netherlands, Turkey and some of the Asian countries also present big opportunities. Russians wouldn’t mind a designer belt either, with 37 percent of respondents aspiring to their purchase if money was no object. The Japanese, Austrians, Finns and dwellers of the Pacific countries and Eastern Europe seem to resist designer belts, as well as shoes. Only 10 percent on average in these countries say they buy belts. Sunglasses One doesn’t need to look too far to see where the greatest opportunities are to market designer sunglasses - it’s sun-baked countries like the UAE, Greece, South Africa and Turkey. Over a half of respondents in these countries claim to buy designer sunglasses. Additionally, South Africa leads the world with the number of Internet users aspiring to buy sunglasses if money were no object (69 percent). Latin American countries along with South Korea, Philippines and New Zealand would also be the target of aggressive marketing campaigns. Nearly 60 percent of respondents there would buy designer sunglasses if they had the money to spare. Reach for your designer wallets in Asia Nine of the top 10 countries ranking by the biggest number of consumers buying designer wallets (45%) hail from Asia. Interestingly, Asians also outscored all other nations as the world’s biggest money savers, according to an earlier ACNielsen online survey which asked consumers what they do with their spare cash after covering essential living expenses. In the Nordics, Eastern Europe, Germany, Austria, the US and the UK, a designer wallet does not seem to add a lot to its owner’s social status, judging by the fact that, on average, only 10 percent are buying luxury wallets in these countries, and only twice as many aspire to buy them. Base: all respondents Handbags, briefcases, stationery Handbags, briefcases and stationery items, like palm-pilot or mobile phone holders, pens, etc., are the most popular in Asian and Latin American countries. Handbags also present a good opportunity in Italy and Russia; stationery - in Hungary, Switzerland and South Africa, while briefcases are the most coveted in Asia. When women cannot afford more expensive items of design brand products, a handbag is seen as the best investment as it is an item that can be used daily for almost all occasions. Which of the following designer accessories would you prefer to buy in the future if money was no object? (Global average) Shoes Sunglasses Wallet Handbag Belts Luggage Stationery (palm pilot holders etc) Briefcase KeyChain None of these 8% 15% 21% 25% 24% 31% 37% 36% 48% 65%
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Consumers and Designer Brands: A Global Acnielsen Report

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