{"id":608,"date":"2014-03-26T06:29:52","date_gmt":"2014-03-26T06:29:52","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/new-study-reveals-shift-in-luxury-behaviours-shaped-by-global-luxury-citizens-2\/"},"modified":"2018-01-16T18:56:03","modified_gmt":"2018-01-16T18:56:03","slug":"new-study-reveals-shift-in-luxury-behaviours-shaped-by-global-luxury-citizens-2","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/new-study-reveals-shift-in-luxury-behaviours-shaped-by-global-luxury-citizens-2\/","title":{"rendered":"New study reveals shift in luxury behaviours shaped by \u201cglobal luxury citizens\u201d"},"content":{"rendered":"

By: Natalie Mortimer,\u00a0The Drum<\/em><\/a>
\nA new global study produced by UM, a division of IPG Mediabrands, was launched today and identifies a new consumer segment in the luxury space, the \u201cglobal luxury citizen\u201d.<\/p>\n

Entitled \u2018Shared Stories: Curiosities About the Global Luxury Storyteller,\u2019 the study, which was produced in partnership with Central St Martin\u2019s College of Art and Design, polled data from over 1,000 luxury consumers across the UK, China, Russia and the Middle East, and overlayed this with social media tracking across 65 countries.<\/p>\n

The results revealed strong self-awareness, brand preferences and converging media behaviours and will provide brands with an understanding of how to target the group, which accounts for 50 per cent of all luxury spend, according to UM.<\/p>\n

\u201cThis study has been a breakthrough for UM. The insights we have uncovered will allow marketers in the luxury space to deliver real business outcomes for customers within this fiercely competitive market,\u201d said Gary Bonilla, chief strategy officer, UM G14.<\/p>\n

\u201cIn our digitally democratised world, luxury behaviours and values have changed dramatically, yet marketing remains stuck in the past \u2013 with print often still accounting for almost 90 percent of media spend.<\/p>\n

“Our study reveals a clear need to transcend these one-dimensional, traditional marketing methods, and understand the motivations of global luxury citizens from Russia, China and the Middle East \u2013 not only as economic powerhouses of luxury goods, but also as leaders of social movements, influencers of design and taste, movers of merchandise and future creative talents,” he added.<\/p>\n

According to \u2018Shared Stories\u2019, harnessing earned media is essential for luxury brands, allowing them to create a unique and distinctive identity to appeal to consumers who want their own identities included within marketing messages.<\/p>\n

Three types of \u201cstorytellers\u201d within the new consumer segment were defined in the study. Chinese luxury consumers as the \u201cEssayists\u201d, Russians as the \u201cAutobiographers\u201d, and in the Middle East the \u201cFreestyle Poets\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

A new global study produced by UM, a division of IPG Mediabrands, was launched today and identifies a new consumer segment in the luxury space, the \u201cglobal luxury citizen\u201d.<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-608","post","type-post","status-publish","format-standard","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"\nNew study reveals shift in luxury behaviours shaped by \u201cglobal luxury citizens\u201d - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/new-study-reveals-shift-in-luxury-behaviours-shaped-by-global-luxury-citizens-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New study reveals shift in luxury behaviours shaped by \u201cglobal luxury citizens\u201d - 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