 |
|
Men are more likely than women to opt for a luxury brand when buying handbags.
|
Men are more likely than women to opt for a luxury brand when buying handbags -- and it's the label, not the price, that counts, according to a survey of wealthy shoppers.
The Luxury Institute on Tuesday said the demand for luxury bags remains strong, with about one third of 1,500 wealthy American shoppers surveyed buying a branded bag in the last 12 months.
"The luxury handbag is the accessory that defines the wealthy woman and is a major profit driver for luxury fashion brands," said Milton Pedraza, chief executive of the New York-based researcher focused on wealthy consumers.
The Luxury Institute found that men were more likely than women to reach for a luxury label when buying a handbag -- 73 percent of men, compared with 50 percent of women -- and over three times more likely to choose luxury French brand Chanel.
But overall, U.S. label Coach has become the most popular bag among wealthy shoppers, leading with a 29 percent market share with other brands compete heavily for the rest of the pie.
The survey of shoppers with an average income of $308,000 and average net worth of $3.1 million found Coach was the most familiar brand of designer handbags, recognized by 52 percent of respondents.
That compared to 24 percent for Gucci, 22 percent for Louis Vuitton, and 21 percent for Prada.
But familiarity with the pricier Italian brands rises as wealth increases, according to the report.
Looking at consumers whose yearlypaycheckwas above $300,000, the survey found that 38 percent were familiar with Coach, while 34 percent were aware of Gucci.
Price did not come into the equation even though bags from luxury fashion houses such as Chanel, Prada and Gucci, can cost in the thousands of dollars, while Coach bags generally cost hundreds of dollars.
Consumers said the price was not as important a consideration as quality and reputation when judging between luxury brands.
(AP)
|
據(jù)一項(xiàng)針對(duì)有錢(qián)購(gòu)物者的調(diào)查顯示，男性在買(mǎi)手提包時(shí)比女性更注重名牌，他們挑的是牌子而不是價(jià)格。
奢侈品消費(fèi)調(diào)查公司于上周二公布，名牌手提包的需求仍然很大，在受訪(fǎng)的1500位富有的美國(guó)消費(fèi)者中，約三分之一的人在過(guò)去一年中買(mǎi)過(guò)一個(gè)品牌包。
這個(gè)位于紐約、專(zhuān)門(mén)針對(duì)有錢(qián)消費(fèi)者的調(diào)查公司的首席執(zhí)行官密爾頓·佩德拉澤說(shuō)：“名牌手提包是貴夫人的象征性配飾，同時(shí)也是奢華時(shí)尚品牌中的主要賣(mài)點(diǎn)?！?/font>
奢侈品消費(fèi)調(diào)查公司發(fā)現(xiàn)，男性（73%）在購(gòu)買(mǎi)手提包時(shí)比女性（50%）更注重名牌；男性選擇法國(guó)名牌夏奈爾的幾率為女性的三倍多。
但從整體來(lái)看，美國(guó)品牌Coach是最受有錢(qián)消費(fèi)者歡迎的提包品牌，其市場(chǎng)占有率達(dá)29%，而其它一些品牌則在奮力搶奪剩下的“蛋糕”。
此項(xiàng)調(diào)查的受訪(fǎng)者平均收入為30萬(wàn)8千美元、平均資產(chǎn)凈值達(dá)310萬(wàn)美元。調(diào)查發(fā)現(xiàn)，Coach是受訪(fǎng)者最為熟悉的精品手提包品牌，有52%的受訪(fǎng)者熟悉這一品牌。
古姿、路易斯·維登和普拉達(dá)的這一比率分別為24%、22%和21%。
據(jù)調(diào)查報(bào)告顯示，越富有的人，對(duì)更為昂貴的意大利名牌越熟悉。
調(diào)查發(fā)現(xiàn)，在年薪超過(guò)30萬(wàn)美元的消費(fèi)者中，有38%的人熟悉Coach，34%的人了解古姿。
雖然夏奈爾、普拉達(dá)和古姿等時(shí)尚名牌價(jià)值幾千美元，而Coach包則只需幾百美元，但價(jià)格不是一個(gè)重要因素。
消費(fèi)者稱(chēng)，在比較品牌包時(shí)，價(jià)格并沒(méi)有質(zhì)量和名譽(yù)重要。
（英語(yǔ)點(diǎn)津姍姍編輯）
|
