Agility Research & Strategy is full service research and consulting company founded on the premise that good insights not only come from the outside, but from within. Our people have a passion for creating bonds with consumers across the region gained through an understanding of the diversity of backgrounds and cultural nuances that exist in Asia. Affluential.com connects brands to affluent consumers across 20 major economies around the world. This platform is built by Agility Research & Strategy, Asia’s leading research firm that focuses on the Affluent and Emerging Middle Class consumer. Follow Us AGILITY www.agility-research.com https://twitter.com/MD_Agility https://www.linkedin.com/company/agility-research-&-strategy Follow Us AFFLUENTIAL www.affluential.com https://twitter.com/CEO_Affluential https://www.linkedin.com/company/affluential Visit http://www.affluential.com/luxury-research to download this piece and many more insights in high resolution.

1. Agility Research & Strategy
Affluent Luxury Consumer Segmentation Profiles
A Syndicated Research Deck by Agility Research & Strategy
2nd September 2014

2. Profiles of Affluent Consumers in Asia
Affluent consumers can be divided into four distinct groups based on their behaviour and psychographic attitudes related to purchasing luxury products.
2
The Exclusivity Seeker
The Indulgent Traveler
The Virtual Shopper
The Luxury Bargain Hunter
Exclusivity is a luxury only a premium brand can deliver.
Luxury products that I buy on my travels elevate my social status.
Online luxury does not phase me; I research and buy virtually.
Luxury is great, but only at the right price online and tax- free.

3. The Exclusivity Seeker
Gender
Age
40-49
Vocation
Manager, Director, or VP in a public or private company
Investment
They have over half a million USD in investments and a premier/priority banking relationship. They invest in stocks and retirement products as well as fixed/time deposit accounts.
Demographics and Psychographics
3
For this segment luxury is the exclusivity a premium brand can deliver. They buy luxury brands because they are unique from other mainstream brands, but they are also interested in the higher quality a luxury brand provides and expect a level of social responsibility from the brand. This segment is looking to indulge in exclusive experiences of a luxury brand before buying it.

4. The Exclusivity Seeker
The Exclusivity Seeker buys luxury cosmetics and fashion and is especially likely to spend on airline tickets and hotel nights. This segment is a heavy buyer of luxury products.
Spending Behavior
4
Top Cosmetics Brands
They pack products from Olay, L’Oreal, Chanel, Dior, Shiseido and Hugo Boss.
Top Fashion Brands
Their closets stock fashion products from Calvin Klein, Gucci, Louis Vuitton, Dior and Burberry.
Top Hotel Brands
During their recent trip they probably stayed in a Marriott, Sheraton, Hyatt, or a Four Seasons.
Top Online Websites for Luxury Shopping
Their favourites in order of popularity are AlexanderMcQueen.com, Prada.com, Style.com, Barneys.com and Fashionista.com.

5. The Exclusivity Seeker
Reach
5
Top Cosmetic Channels
They pay attention to cosmetics ads in shopping malls and magazines, as well as on TV and online (ads, sponsored links, and blogs).
Top Fashion Channels
They look for fashion inspiration mainly in shopping malls and printed magazines.
Top Hotel Channels
The best places to reach them with hotel and airline advertising are in printed magazines, sponsored search links, airports and TV.
Hobbies
They are enthusiastic sports fans and they follow football, basketball, tennis and golf. During their free time they like to go shopping and to fine dining restaurants. They also enjoy cooking at home, wine tastings and going to concerts. They are likely to play tennis or golf and indulge in spa treatments.

6. The Indulgent Traveler
Gender
Age
30-49
Vocation
Professional (e.g., doctor, lawyer, engineer)
Investment
A quarter of this segment has investments worth half a million up to five million. They invest in fixed/time deposit accounts, local stocks/ shares and have a Premier/Priority banking account. However, they are also more likely to have no forms of investment compared to other segments.
Demographics and Psychographics
6
The Travel Indulger prefers to make their luxury purchases in the airports of their destination cities when they travel. They tend to buy overseas for the better selection, and prefer their purchases to be tax free. They are social chameleons for whom luxury is a way of elevating social status. They use luxury brands because the people they look up to use them. They also consider it important that others recognize the brand they are using.

7. The Indulgent Traveler
The Travel Indulger spends on high-end accessories such as premium/ luxury watches and jewellery, as well as travel-related services such as airline tickets and hotels. They spend more on premium/ luxury watches than other segments.
Spending Behavior
7
Top Premium/ Luxury Watches & Jewellery Brands
Their collections are likely to include jewellery and timepieces by Rolex, Tiffany & Co., Gucci, Guess, Omega, Dior, Chanel, Tag Heuer and Louis Vuitton.
Top Hotel Brands
They have spent time within the past year staying at hotels such as the Marriott, Shangri-La, Hyatt, Holiday Inn and Sheraton.
Top Online Websites for Luxury Shopping
They love shopping on AlexanderMcQueen.com, as well as Prada.com, Balenciaga.com, Asos.com and Fashion-conscience.com.

8. The Indulgent Traveler
Reach
8
Hobbies
They are avid soccer fans with more than half the group following this sport. They also enjoy basketball, tennis and golf. They enjoy cricket more than any other segment. Shopping and fine dining are favourites, followed by cooking, attending concerts and wine tasting.
Top Premium/ Luxury Watches & Jewellery Channels
They look at television advertising and product reviews on television and in print when purchasing premium/ luxury watches and jewellery.
Top Hotel Channels
They pay attention to television and newspaper advertising when making travel-related purchases, with special attention to airport advertising for airline ticket purchases, and movie and television product placement when picking hotels.

9. The Virtual Shopper
Gender
Age
20-29
Vocation
Professional (e.g., doctor, lawyer, engineer)
Investment
More than a quarter of this segment has investments worth half a million up to five million. They tend to invest in fixed/time deposit accounts and local stocks/shares. They are prepared for the future, with more having money going toward personal retirement/annuity plans than other segments.
Demographics and Psychographics
9
For Virtual Citizens, luxury and online are not mutually exclusive; an overwhelming majority of this segment both research and make their luxury purchases online. They value luxury goods for their higher quality and uniqueness.

10. The Virtual Shopper
The Virtual Citizen buys high-end brand products such as premium/luxury watches, jewellery and designer clothing, as well as travel-related services such as airline tickets and hotels.
Spending Behavior
10
Top Premium/ Luxury Watches & Jewellery Brands
Their favourite jewellery and timepieces are from Tiffany & Co., Gucci, Guess, Dior, Rolex, Chanel, Cartier and Louis Vuitton.
Top Fashion Brands
Their wardrobes includes pieces from Calvin Klein, Gucci, Coach, Chanel, Louis Vuitton, Burberry and Prada.
Top Hotel Brands
The hotels they have stayed with include the Marriott, Holiday Inn, Sheraton, Shangri-La, Hyatt and Four Seasons.
Top Online Websites for Luxury Shopping
They favour Asos.com, Prada.co, Zappos.com, Alexandermcqueen.com and Shopbop.com. They purchase from Asos.com and Zappos.com more than other segments.

11. The Virtual Shopper
Reach
11
Hobbies
They enjoy football, basketball, tennis and golf. They enjoy equestrian sports more than other segments. Their leisurely pursuits include shopping, fine dining, cooking, concerts and wine tasting. They enjoy wine tasting and tennis more than other segments.
Top Premium/ Luxury Watches & Jewellery Channels
They are likely to pay attention to advertisements in magazines, shopping malls, or on television; another popular information and advertising source is product reviews on television or in print.
Top Fashion Channels
They browse magazines, look at advertising in shopping malls, and watch television before they buy designer clothing and accessories.
Top Hotel Channels
They have high awareness of airport advertising and product reviews on television or in print when buying lodging, in addition to magazine and website advertising.

12. The Luxury Bargain Hunter
Gender
Age
50-59
Vocation
Professional (e.g., doctor, lawyer, engineer) OR
Middle- to high-level manager in a private/ public company
Investment
They are the leanest group and are likely to have investments valued at less than US$100,000. They are more likely to have individuals with investments valued at less than US$50,000 than any other segment. They favour investments in the form of fixed/time deposit accounts, local stocks/shares and personal retirement/annuity plans.
Demographics and Psychographics
12
Luxury Bargain Hunters find luxury goods desirable, but only at the right price. Their foremost concern is to get the best possible price when buying brands. They perform online research on luxury products and prefer to get them tax free.

13. The Luxury Bargain Hunter
The Luxury Bargain Hunter buys travel-related services such as airline tickets and hotels, similar to other segments, but they also spend more on electronics and owning a car than any other segment.
Spending Behavior
13
Top Electronics Brands
Their most owned electronics start with Samsung, followed by Apple, Android, Canon, HP, Intel and Sony/ Sony Ericsson.
Top Car Brands
Their garage is most likely to hold a Toyota, followed by a Honda, Mercedes-Benz, Ford and BMW.
Top Hotel Brands
They have most recently been hotel guests at Marriott, Sheraton, Holiday Inn, Hyatt, Shangri-La, Ritz- Carlton and Novotel.
Top Online Websites for Luxury Shopping
Their top picks are Prada.com, Zappos.com, Style.com, Fashion- conscience.com, Fashionista.com and Cherryheel.com. They are the segment most likely to have done no luxury travel shopping last year.

14. The Luxury Bargain Hunter
Reach
14
Hobbies
They enjoy football, basketball and tennis as much as other segments. However, they are also the segment most likely to report having no favourite sport in particular. They enjoy shopping, fine dining, cooking and concerts, but are also the most likely to have unlisted hobbies.
Top Electronics Channels
They look out for information and advertising on electronics in television, shopping malls, and product reviews in print or on television. They pay attention to print as well in the form of magazines and newspapers.
Top Car Channels
They pay attention to television, outdoor advertising, and newspapers in print.
Top Hotel Channels
When it comes to hotels, they keep an eye out for emailed subscriptions, product reviews on television or in print, as well as television and airport advertising.

15. We look forward to working with you!
Authorized Contact:
Amrita Banta
Managing Director
T: +65 6396 6832 E: amrita@agility-research.com

16. Agility Research & Strategy
Affluential
300 BEACH ROAD, 14-07, Singapore 199555 | CONTACT US @AGILITY-RESEARCH.COM TEL: +65 6396 6832 | WEBSITE: WWW.AGILITY-RESEARCH.COM
Visit http://www.affluential.com/luxury-research to download this insight and many more in high resolution.