2. SURVEY MADE BY IPSOS CONNECT
STRATEGIC PLANNING
DOES LUXURY NEED TO !
BE GRUMPY ? ”
Ce projet a été élaboré dans le respect de la norme internationale ISO 20252
«!Etudes de marché, études sociale et d’opinion!
4. POPULATION SURVEYED!
" 450 interviews, 90 in each city
" 5 key towns : Paris, New York, Shanghai, Beijing, Dubaï
• Men and women, 30-54 yo
• Top 10 income with at least 1000! spent in luxury goods for the last 6 months
• 15 minutes interviews
" Visuals selected by Ipsos Connect and DDB, print and videos. The brands are hidden.!
• Fieldwork : september and october 2015
5. " Corresponds very well
" Corresponds reasonably well
" Does not corresponds very well
" Does not corresponds at all
THE QUESTIONNAIRE!
For each of the following words, please indicate to what degree they correspond to
your personal idea of luxury:
Q1 : PERCEPTION OF LUXURY
1." DISTINCTION
2." PLEASURE
3." TRADITION
4." FRIVOLOUSNESS
5." TRENDINESS
6." EMOTION
7." SUPERFICIALITY
8." QUALITY
9." STYLE
10." HAPPINESS
11." EXCLUSIVENESS
12." SERVICE
13." INVESTMENT
14." CREATIVITY
15." SIMPLICITY
16." LIGHTNESS
17." ELEGANCE
18." SOPHISTICATION
6. THE QUESTIONNAIRE!
For each of the following images, please indicate to what degree they correspond to your personal idea of luxury.
Q2 : ASSOCIATION WITH LUXURY
To do so, please use a scale from 1 to 10, 10 indicating that this image completely corresponds to your perception of luxury, 1
indicating that it does not at all correspond to your perception of luxury.
The scores in between can be used to indicate your opinion accordingly.
• 5 selected campaigns with a happy tone & 5 selected campaigns with a moody/serious tone (including 2 videos)
• Visuals shown one by one
• The brand is hidden
This image does not
correspond at all to my
personal idea of luxury!
This image
corresponds very
well to my personal
idea of luxury!
1 2 3 4 5 6 7 8 9 10
7. " C5 selected campaigns with a happy tone & 5 selected campaigns with a moody/
serious tone (including 2 videos)
" Visuals shown one by one
" The brand is hidden
THE QUESTIONNAIRE!
And, in your opinion, which of the following phrases best describe the brands
represented by these images…
Q3 : BRAND IMAGE
1." Very prestigious and exclusive.
2. Trendy, fashionable
3. Very everyday and low-price
4. Classic, associated with a long tradition
5. None of the above
8. " C4 selections max!
" Visuals on «moodboards», shown together on one screen per category!
" The brand is hidden#
THE QUESTIONNAIRE!
Of the following images, which would most encourage you to make a purchase of
perfume or beauty product / bag or fashion product / watch or jewelry product?
Q4 : DESIRE TO PURCHASE / INTEREST IN THE PRODUCT
10. 1
UAE
USA
Europe
China
France
0$% 22,5$% 45$% 67,5$% 90$%
70!%
70!%
75!%
73!%
88!%
21!%
23!%
25!%
26!%
48!%
Basic total
WORLD LUXURY TRACKING 2014-2015
Q. D4: Please indicate to what extent each of the following characteristics corresponds to your personal idea of luxury.
* Evolution +/- 2 pts on
«$Corresponds very well$»!
* For China : Evolution 2008/2014!
* For Europe, France & USA :
Evolution 2007/2015!
* For UAE: First wave in 2014
Total corresponds (7 to 10)
Corresponds very well (9 to 10)
RESEARCH FOR EMOTION IS RAISING IN 2015, IN THE US AND EUROPE
11. 2
UAE
USA
Europe
China
France
0$% 22,5$% 45$% 67,5$% 90$%
41!%
47!%
52!%
64!%
78!%
9!%
11!%
16!%
22!%
39!%
Basic total
WORLD LUXURY TRACKING 2014-2015
Q. D4: Please indicate to what extent each of the following characteristics corresponds to your personal idea of luxury.
* Evolution +/- 2 pts on
«$Corresponds very well$»!
* For China : Evolution 2008/2014!
* For Europe, France & USA :
Evolution 2007/2015!
* For UAE: First wave in 2014
Total corresponds (7 to 10)
Corresponds very well (9 to 10)
LUXURY IS SEEN AS A MEAN OF ESCAPE FROM REALITY, ESPECIALLY IN DUBAI AND IN CHINA
12. 3
UAE
USA
Europe
China
France
0$% 22,5$% 45$% 67,5$% 90$%
70!%
67!%
70!%
82!%
75!%
22!%
23!%
28!%
32!%
40!%
Basic total
WORLD LUXURY TRACKING 2014-2015
* Evolution +/- 2 pts on
«$Corresponds very well$»!
* For China : Evolution 2008/2014!
* For Europe, France & USA :
Evolution 2007/2015!
* For UAE: First wave in 2014
Total corresponds (7 to 10)
Corresponds very well (9 to 10)
Q. D7: What do you expect when you buy a luxury brand for yourself? For each of the following criteria, please indicate to what
extent it is consistent with what you are looking when you buy a luxury brand for yourself.
THE CAPACITY TO MAKE CONSUMERS DREAM IS MORE AND MORE IMPORTANT IN EUROPE AND IN THE US
16. Basis total
TOP QUALIFIERS
Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury
* % of «$Corresponds very well$»
Global France USA China Beijing China Shanghai UAE
1 Quality Quality Quality Quality Sophistication Quality
2 Sophistication Elegance Elegance Sophistication Elegance Service
3 Elegance Pleasure Pleasure Elegance Style Creativity
17. Basis total
BOTTOM QUALIFIERS
Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury
* % of «$Corresponds very well$»
Global France USA China Beijing China Shanghai UAE
1 Simplicity Frivolousness Lightness Frivolousness Frivolousness Tradition
2 Superficiality Superficiality Superficiality Superficiality Superficiality Superficiality
3 Frivolousness Lightness Simplicity Simplicity Simplicity Frivolousness
18. Tradition *
France
USA
China
UAE
0$% 20$% 40$% 60$% 80$%
31!%
17!%
36!%
34!%
Basis total
NOTABLE DISPARITIES
Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury
* % of «$Corresponds very well$»
19. Investment *
France
USA
China
UAE
0$% 20$% 40$% 60$% 80$%
46!%
48!%
43!%
24!%
Basis total
NOTABLE DISPARITIES
Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury
* % of «$Corresponds very well$»
20. Trendiness *
France
USA
China
UAE
0$% 20$% 40$% 60$% 80$%
68!%
52!%
39!%
27!%
Basis total
NOTABLE DISPARITIES
Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury
* % of «$Corresponds very well$»
21. Superficiality *
France
USA
China
UAE
0$% 20$% 40$% 60$% 80$%
29!%
4!%
28!%
11!%
Basis total
NOTABLE DISPARITIES
Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury
* % of «$Corresponds very well$»
22. Happinness *
France
USA
China
UAE
0$% 20$% 40$% 60$% 80$%
55!%
61!%
50!%
30!%
Basis total
NOTABLE DISPARITIES
Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury
* % of «$Corresponds very well$»
23. Lightness *
France
USA
China
UAE
0$% 20$% 40$% 60$% 80$%
35!%
52!%
26!%
17!%
Basis total
NOTABLE DISPARITIES
Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury
* % of «$Corresponds very well$»
24. Sophistication *
France
USA
China
UAE
0$% 20$% 40$% 60$% 80$%
59!%
77!%
50!%
61!%
Basis total
NOTABLE DISPARITIES
Q1 For each of the following words, please indicate to what degree they correspond to your personal idea of luxury
* % of «$Corresponds very well$»
25. LUXURY
ASSOCIATION
Q2 For each of the following images, please indicate to what degree
they correspond to your personal idea of luxury
2
26. Basis total
HAPPY VS GRUMPY : GLOBAL
Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury
* % of 9 & 10 / 10
0$%
15$%
30$%
45$%
60$%
HAPPY GRUMPY
52!%
47!%
0!%
27. Basis total
HAPPY VS GRUMPY : GLOBAL
Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury
* % of 9 & 10/10
Global France USA China Beijing China Shanghai UAE
47!%
17!%
High spending 25%
42!%
High spending 62%!
30-39 yo 56%
52!%
-
60!%
-
64 %
30-39 yo 69%
52!% 30!% 50!% 60!% 58!% 61!%
Average China 56$%!
30-39 yo 60%!
High spending 71%
28. TOP CAMPAIGNS – BY COUNTRY
Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury
(GLOBAL AVERAGE : 6,9)
* Average of grade, from 1 to 10
7,3
7
6,6
6,5
7,2
6,8
6,6
8,2
7,9
7,7
6,5
8
7,7
7,7
8
7,9
7,6
Global France USA China Beijing China Shanghai UAE
29. Hugo Boss *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0$% 25$% 50$% 75$% 100$%
65!%
85!%
78!%
74!%
54!%
32!%
27!%
36!%
30!%
29!%
30!%
10!%
Basis total
Female 39%!
30-39 yo 43%
#2 Female 40%!
30-39 yo 42%
BUYING DESIRE : BY CAMPAIGN
Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (scale from 1 to 10)
* % of 9 & 10 / 10 & of 7 to 10 / 10
Total corresponds (7 to 10)
Corresponds very well (9 to 10)
SCORE 7
30. Kenzo *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0$% 25$% 50$% 75$% 100$%
62!%
65!%
82!%
75!%
57!%
37!%
26!%
31!%
34!%
34!%
26!%
7!% 30-39 yo 13%
Female 36%!
40-54 yo 38%
Basis total
BUYING DESIRE : BY CAMPAIGN
Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (scale from 1 to 10)
* % of 9 & 10 / 10 & of 7 to 10 / 10
Total corresponds (7 to 10)
Corresponds very well (9 to 10)
SCORE 6,9
31. Lanvin *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0$% 25$% 50$% 75$% 100$%
63!%
62!%
72!%
75!%
62!%
36!%
26!%
27!%
32!%
31!%
27!%
9!% 30-39 yo 17%
Female 38%!
30-39 yo 34%
Basis total
BUYING DESIRE : BY CAMPAIGN
Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (scale from 1 to 10)
* % of 9 & 10 / 10 & of 7 to 10 / 10
Total corresponds (7 to 10)
Corresponds very well (9 to 10)
SCORE 7
32. Lanvin *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0$% 25$% 50$% 75$% 100$%
67!%
66!%
87!%
81!%
57!%
47!%
28!%
24!%
42!%
36!%
28!%
11!%
Female 47%!
30-39 yo 41%
Basis total
BUYING DESIRE : BY CAMPAIGN
Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (scale from 1 to 10)
* % of 9 & 10 / 10 & of 7 to 10 / 10
Total corresponds (7 to 10)
Corresponds very well (9 to 10)
SCORE 7
33. Audemars Piguet *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0$% 25$% 50$% 75$% 100$%
71!%
68!%
77!%
91!%
67!%
55!%
27!%
14!%
31!%
42!%
34!%
16!%
Basis total
BUYING DESIRE : BY CAMPAIGN
Q2 For each of the following images, please indicate to what degree they correspond to your personal idea of luxury (scale from 1 to 10)
* % of 9 & 10 / 10 & of 7 to 10 / 10
Male 18%!
30-39 yo 22%
Female 41% " 40-54 yo 38%!
Higher income 41%
Total corresponds (7 to 10)
Corresponds very well (9 to 10)
SCORE 7,3
34. BRAND
IMAGE
Q3 And, in your opinion, which of the following phrases best describe
the brands represented by these images…
3
35. HAPPY VS GRUMPY : GLOBAL
Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images…
* % of 9 & 10/10
1. « Very prestigious and exclusive »
Global France USA China Beijing China Shanghai UAE
61$%
57$%!
High spending 65%
61$%!
30-39 yo 66%
60$%!
-
61$%!
-
65$%!
30-39 yo 69%!
Female 74%
77$%
78$%!
High spending 60%
73$%!
30-39 yo 70%
83$%!
-
81$%!
-
71$%!
30-39 yo 81%
Average China 89$%!
30-39 yo 62%
Average China 83$%!
30-39 yo 81%
Basis total
36. HAPPY VS GRUMPY : GLOBAL
Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images…
* % of 9 & 10/10
Global France USA China Beijing China Shanghai UAE
88$%
83$%!
30-39 yo 87%!
High spending 85%
86$%
91$%!
-
88$%!
-
89$%!
Female 92%
82$%
80$%!
30-39 yo 74%!
High spending 70%
83$% 76$% 86$% 87$%
Average China 89$%!
30-39 yo 90%
2. « Trendy, fashionable »
Basis total
37. HAPPY VS GRUMPY : GLOBAL
Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images…
* % of 9 & 10/10
Global France USA China Beijing China Shanghai UAE
68$%
54$%!
30-39 yo 78%!
Higher income 66%
61$%!
30-39 yo 64%!
Higher income 73%
68$%!
-
77$%!
-
78$%!
Higher income 80%
77$% 74$% 64$%
78$%!
-!
-
79$%!
-!
-
88$%
Average China 72$%
Average China 78$%!
High spending 67%
4. « Classic, associated with a long tradition »
Basis total
38. Very prestigious & exclusive
Trendy, fashionable
Very everyday & low-price
Classic, associated with a long tradition
None of the above
2!%
21!%
8!%
58!%
11!%
S
Basis total
BRAND IMAGE : BY CAMPAIGN
Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images…
5!%
12!%
5!%
51!%
27!%
4!%
14!%
15!%
53!%
14!%
1!%9!%
34!%
44!%
11!%
9!%
14!%
20!% 47!%
10!% 4!%
11!%
9!%
64!%
12!%
B
CHLOÉ
39. Basis total
BRAND IMAGE : BY CAMPAIGN
Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images…
Very prestigious & exclusive
Trendy, fashionable
Very everyday & low-price
Classic, associated with a long tradition
None of the above
2!%
41!%
3!%
33!%
20!%
6!%
38!%
21!%
29!%
7!% 4!%
30!%
14!%
37!%
15!%
6!%
13!%
31!%
38!%
11!% 6!%
26!%
6!%
44!%
18!%
2!%
31!%
9!% 43!%
14!%
B
S
DOLCE & GABBANA
40. Basis total
BRAND IMAGE : BY CAMPAIGN
Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images…
Very prestigious & exclusive
Trendy, fashionable
Very everyday & low-price
Classic, associated with a long tradition
None of the above
2!%
20!%
2!%
46!%
30!%
17!%
20!%
6!% 32!%
24!%
7!%
23!%
6!%
33!%
30!%
9!%
27!%
8!%
22!%
34!%
8!%
20!%
9!%
30!%
34!%
1!%
29!%
7!%
33!%
30!%
B
S
GIVENCHY
41. Basis total
BRAND IMAGE : BY CAMPAIGN
Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images…
Very prestigious & exclusive
Trendy, fashionable
Very everyday & low-price
Classic, associated with a long tradition
None of the above
2!%
29!%
2!%
26!%
41!%
18!%
43!%
23!%
12!%
4!% 9!%
28!%
11!% 24!%
28!%
13!%
26!%
12!%
22!%
27!%
8!%
19!%
11!%
36!%
27!%
1!%
22!%
7!%
27!%
43!%
B
S
CÉLINE
42. Basis total
BRAND IMAGE : BY CAMPAIGN
Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images…
Very prestigious & exclusive
Trendy, fashionable
Very everyday & low-price
Classic, associated with a long tradition
None of the above
1!%
44!%
3!% 17!%
34!%
3!%
31!%
8!% 36!%
22!%
2!%
32!%
5!%
22!%
38!%
23!%
8!%
17!%
52!%
5!%
25!%
6!%
27!%
38!%
3!%
37!%
1!%
13!%
46!%
B
S
GIVENCHY
43. Basis total
BRAND IMAGE : BY CAMPAIGN
Q3 And, in your opinion, which of the following phrases best describe the brands represented by these images…
Very prestigious & exclusive
Trendy, fashionable
Very everyday & low-price
Classic, associated with a long tradition
None of the above
6!%
36!%
3!% 28!%
28!%
18!%
28!%
8!%
27!%
19!%
8!%
30!%
7!% 26!%
29!%
10!%
22!%
13!%
26!%
29!%
6!%
28!%
7!%
23!%
37!%
3!%
34!%
3!%
27!%
32!%
B
S
CARTIER
44. BUYING
IMPULSE
Q4 Of the following images, which would most encourage you to make a purchase
of perfume or beauty/bag or fashion/watch or jewelry product?
4
45. HAPPY VS GRUMPY : GLOBAL - BEAUTY
Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ?
* % of 9 & 10/10
Global France USA China Beijing China Shanghai UAE
76$%
54$%!
Female 58%!
Higher income 63%
72$%!
40-54 yo 78%!
Female 78%
87$%!
-
74$%!
-
92$%!
40-54 yo 94%!
Male 95%
81$% 87$% 70$% 74$% 82$% 93$%
Average China 81$%!
40-54 yo 94%" Female 84%
Basis total
46. TOP CAMPAIGNS – BEAUTY
Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ?
* Average of grade, from 1 to 10
40
43
31
36
30
30
50
43
42
38
41
39
38
62
59
55
Global France USA China Beijing China Shanghai UAE
36
31
47. Givenchy *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0$% 17,5$% 35$% 52,5$% 70$%
38!%
59!%
41!%
43!%
21!%
24!%
Basis total
#1 Male 52%
Female 47%!
30-39 yo 44%
Female 42%!
Higher Income 32%
BUYING DESIRE : BY CAMPAIGN
BEAUTY
Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ?
* % of clicks (campaign choosed)
48. Guerlain *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0$% 17,5$% 35$% 52,5$% 70$%
36!%
37!%
30!%
50!%
37!%
26!%
Basis total
#2 Female 50%!
40-54 yo 48%
BUYING DESIRE : BY CAMPAIGN
BEAUTY
Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ?
* % of clicks (campaign choosed)
49. Dior *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0$% 17,5$% 35$% 52,5$% 70$%
38!%
62!%
38!%
22!%
24!%
43!%
Basis total
BUYING DESIRE : BY CAMPAIGN
BEAUTY
Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ?
* % of clicks (campaign choosed)
Male 38%!
30-39 yo 38%
#1 Male 70%
#1 Male 50%!
30-39 yo 57%
50. Balenciaga *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0$% 17,5$% 35$% 52,5$% 70$%
40!%
55!%
39!%
42!%
32!%
30!%
Basis total
Female 35%!
Low spending 36%
#3 Female 60%
BUYING DESIRE : BY CAMPAIGN
BEAUTY
Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ?
* % of clicks (campaign choosed)
Female 44%
Male 34%!
30-39 yo 43%
51. HAPPY VS GRUMPY : GLOBAL - FASHION
Q4 Of the following images, which would most encourage you to make a purchase of a bag or fashion product?
* % of 9 & 10/10
Global France USA China Beijing China Shanghai UAE
66$%
57$%!
Female 68%
58$%!
30-39 yo 65%
68$%!
-
71$%!
-
87$%!
Female 91%
82$% 78$% 80$% 87$% 80$% 87$%
Average China 69$%!
Female 73%
Basis total
52. TOP CAMPAIGNS – FASHION
Q4 Of the following images, which would most encourage you to make a purchase of a bag or fashion product ?
* Average of grade, from 1 to 10
42
47
38
39
34
32
49
40
39
36
49
38
34
59
54
44
Global France USA China Beijing China Shanghai UAE
34
26
39
53. Lipault *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0!% 15!% 30!% 45!% 60!%
36!%
59!%
38!%
32!%
26!%
24!%
BUYING DESIRE : BY CAMPAIGN
FASHION
Q4 Of the following images, which would most encourage you to make a purchase of a bag or fashion product ?
* % of clicks (campaign choosed)
Basis total
#3 Male 27% !
30-39 yo 45%
#1 Female 64% !
54. Longchamp *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0!% 15!% 30!% 45!% 60!%
43!%
39!%
39!%
39!%
22!%
32!%
BUYING DESIRE : BY CAMPAIGN
FASHION
Q4 Of the following images, which would most encourage you to make a purchase of a bag or fashion product ?
* % of clicks (campaign choosed)
Female 45%!
Basis total
Male 27% " 30-39 yo 27% !
High spending 28%
Female 46% " 40-54 yo 27% !
High income 42%
55. Lancel *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0!% 15!% 30!% 45!% 60!%
42!%
44!%
39!%
49!%
39!%
38!%
BUYING DESIRE : BY CAMPAIGN
FASHION
Q4 Of the following images, which would most encourage you to make a purchase of a bag or fashion product ?
* % of clicks (campaign choosed)
Basis total
#1 Female 52% !
40-54 yo 45%
#1 Female 52% " 30-39 yo 50% !
High income 48%
56. Louis Vuitton *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0!% 15!% 30!% 45!% 60!%
42!%
54!%
34!%
40!%
34!%
47!%
BUYING DESIRE : BY CAMPAIGN
FASHION
Q4 Of the following images, which would most encourage you to make a purchase of a bag or fashion product ?
* % of clicks (campaign choosed)
Basis total
#1 Male 64% " Female 25% " 40-54 yo 48% !
Higher income 51%
Male 52% !
30-39 yo 51% !
Male 62% !
40-54 yo 55% !
57. HAPPY VS GRUMPY : GLOBAL – JEWELRY / WATCHES
Q4 Of the following images, which would most encourage you to make a purchase of a watch or jewelry product?
* % of 9 & 10/10
Global France USA China Beijing China Shanghai UAE
69$%
57$%!
Female 70%
71$%!
Female 74%
70$%!
-
68$%!
-
82$%!
Male 84%!
Higher income 87%
85$%
79$%!
Male 86%
68$% 90$% 89$%
97$%!
Higher income 93%
Average China 69$%!
Female 74%
Basis total
58. TOP CAMPAIGNS – BEAUTY
Q4 Of the following images, which would most encourage you to make a purchase of perfume or beauty product ?
* Average of grade, from 1 to 10
46 52
31
38
32
23
47
41
39
38
42
37
55
52
50
Global France USA China Beijing China Shanghai UAE
35
28
47
59. Chopard *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0!% 15!% 30!% 45!% 60!%
27!%
34!%
30!%
27!%
28!%
18!%
Basis total
BUYING DESIRE : BY CAMPAIGN
JEWELRY / WATCHES
Q4 Of the following images, which would most encourage you to make a purchase of a watch or jewelry product ?
* % of clicks (campaign choosed)
Female 20%!
30-39 yo 45%!
#3 Lower income 33%
60. Winston *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0!% 15!% 30!% 45!% 60!%
35!%
35!%
37!%
41!%
38!%
23!%
Basis total
BUYING DESIRE : BY CAMPAIGN
JEWELRY / WATCHES
Q4 Of the following images, which would most encourage you to make a purchase of a watch or jewelry product ?
* % of clicks (campaign choosed)
Female 35% !
#1 Female 52% !
40-54 yo 45%
61. Chaumet *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0!% 15!% 30!% 45!% 60!%
33!%
52!%
33!%
37!%
22!%
21!%
Basis total
BUYING DESIRE : BY CAMPAIGN
JEWELRY / WATCHES
Q4 Of the following images, which would most encourage you to make a purchase of a watch or jewelry product ?
* % of clicks (campaign choosed)
Female 30% !
40-54 yo 24%
Male 54% !
30-39 yo 56%
62. Tag Heuer *
Paris
New York
Beijing
Shanghai
Dubaï
Global
0!% 15!% 30!% 45!% 60!%
46!%
55!%
44!%
47!%
32!%
52!%
Basis total
BUYING DESIRE : BY CAMPAIGN
JEWELRY / WATCHES
Q4 Of the following images, which would most encourage you to make a purchase of a watch or jewelry product ?
* % of clicks (campaign choosed)
Male 60% !
30-39 yo 69%
Male 60% !
Higher income 42%
Male 57% !
High spending 50%
Male 62% !
High spending 78%