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Millennials & the New Luxury

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MILLENNIALS & THE NEW LUXURY See how Millennials are redefining luxury, why they’re important to the category, tips for engaging them and best-in-class case studies


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WHY MILLENNIALS ARE IMPORTANT TO THE LUXURY CATEGORY 2


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THE LUXURY MARKET IS GROWING >>> In 2013, U.S. luxury revenue reached $35.9 Billion Millennials have a lot of buying power now and will only increase as they get older. Annual incomes of 11.8 million Millennials aged 18-30 in the US $100K $10 Trillion $200 13%   $22.4 $27.4 $35.9 Billion 2009 2011 2013 …that’s +60% over 2009. Estimated annual spending power of Millennials Projected lifetime spending power of Millennials Adults, aged 18-33, make up 13% of all luxury consumption and that number is growing.   Millennials are expected to outspend baby boomers, making them the largest generational segment in the luxury market. { Sources: Mintel, American Express and Harrison Group, Unity Marketing, Mediapost.com, CarlsonRezidor.com, CNBC.com } 3


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HOW MILLENNIALS ARE CHANGING THE DEFINITION OF LUXURY 4


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THE LUXURY CONSUMER HAS EVOLVED FROM HIGH-NET-WORTH INDIVIDUALS “HENRY” – HIGH EARNER, NOT RICH YET They own a lavish penthouse condo and have a fat investment portfolio. They have steady cash flow, but little accumulated wealth. Many of today’s Millennial luxury shoppers fall into a category of customer known as Henry. 5


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“HENRY” THE LUXURY SHOPPER HAS CHANGED THE LUXURY CATEGORY FROM TO BRAND POSITION: Exclusive Unique PURPOSE OF SPEND: Acquiring Experience Brand Back-Story Spontaneous Considered In-store Digital BRAGGING RIGHTS: SHOPPING FROM: SHOPPING INFLUENCE: 6


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HOW THE DEFINITION OF LUXURY IS CHANGING WHAT ‘LUXURY’ MEANS TO HYPER AFFLUENTS EMERGING UNIQUE EXCELLENT DESIGN EXCELLENT REPUTATION RARE HIGHEST QUALITY SOPHISTICATED LONG-LASTING DESIGNER BRANDED SPLURGE DECLINING HERITAGE ONE-OF-A-KIND PRETENTIOUS INDULGENCE PRIVILEGED REFINED STATUS EXPENSIVE EXCLUSIVE CURRENT 63% of people who bought a luxury product in the past year agree that the definition of luxury is not the same as it was five years ago. { Sources: Ipsos Media CT } 7


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Millennial Values: quality, craftsmanship and authenticity. { Sources: Luxury Design Report, 2011; The Washington Post, 2015 } 8


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UNIQUE EXPERIENCES = NEW LUXURY Younger consumers value experiences over tangible items. According to market research at Mintel, Millennials would rather spend their hard-earned cash on activities than on luxury goods. They’re are all about putting a premium on experiences and finding opportunities to post a shareworthy story or enviable experience to brag about on their social channels. It’s the new social currency. { Sources: Mintel } 9


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LUXURY DOESN’T DEFINE THEM Millennial consumers don’t necessarily want the things they buy to define who they are, as they don’t see their purchases as achievements or trophies in the way the Baby Boomers did. Instead, they are collecting memories like merit badges and actively seeking unique experiences. 10


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NEW LUXURY CATEGORIES ARE EMERGING As a result, we’re experiencing a new evolution of the term “luxury.” It no longer refers exclusively to purchases such as handbags or jewelry. Now, it includes high-priced farm-to-table foods and craft beers, as well as pricey experiences such as travel. { Sources: CNBC.com } 11


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EMBRACING TECHNOLOGY With the digital age in full swing, consumers are beginning to purchase luxury brands online, with younger consumers more likely to shop online than any other group.   In the last 10 years, though, luxury rental companies such as Rent the Runway and Bag, Borrow, or Steal have been cropping up on the Internet – disrupting the luxury goods business by allowing consumers to rent luxury items temporarily instead of purchasing them. { Sources: Mintel, Bain Consulting } 12


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THE LUXURY DABBLERS When Baby Boomers first ascended to the luxury market, they emptied their pockets and never looked back. Products were luxury because they were expensive and expensive because they were luxury – No questions asked.   Millennials, on the other hand, have become a generation of Luxury Dabblers. While 77 percent of Millennials prefer a pared down lifestyle with fewer possessions, they are still choosing to spend their money somewhere. They don’t need to own things because luxury brands don’t represent who they are. { Sources: PwC } 13


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ACCESS IS THE NEW OWNERSHIP Today, only one in two consumers agree with the statement “owning things is a good way to show my status in society.” Four in five consumers agree that there are sometimes real advantages to renting over owning, and adults ages 18 to 24 are nearly twice as likely as those ages 25 and older to say that access is the new ownership. { Sources: PwC } 14


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DABBLING IN TODAY’S ECONOMY When it comes to luxury, young consumers today care about quality and accessibility. They are happy to dabble in luxury brands and experiences, as long as they feel it’s something they deserve, is worth the cost and allows them to keep a mainstream profile. As they do in every aspect of their lives, Millennials do not accept something on face value. They love a good backstory and have a strong desire for authenticity. { Sources: CMO.com } 15


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MILLENNIALS SEEK VALUE In today’s market, Millennials’ penchant for discovering new brands, high-quality goods and a company’s heritage make them natural luxury consumers. But for them to justify a purchase, luxury items or experiences must have a functional, performanceoriented reason for its higher cost. { Sources: CMO.com } 16


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HOW YOU CAN WIN We know that Millennials are a crucial demographic to reach in order to endure in today’s landscape – the challenge for brands is determining how. There are new rules and it’s important for the luxury category to understand how to engage Millennials in the right way. 17


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Give Millennials Experience, Access and Inspiration EXPERIENCE ACCESS INSPIRATION Rare and extraordinary experiences have replaced aspirational status symbols. Stories trump trophies. Connect Millennials with real, authentic movers and shakers. More than anything, they want exclusive access to people, places and things they would otherwise never have the opportunity to experience. Help them visualize continued success and celebrate the journey toward their goals. Inspirational moments are the new five star service. 18


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WHO DID IT RIGHT? 19


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Lacoste’s Desert Pool Party Four years in a row, Lacoste has hosted the Desert Pool Party at the Coachella Valley Music and Arts Festival, a huge draw for Millennials. As a sponsor, Lacoste creates a place where celebrities, fashionistas, bloggers and music fans attending the festival can intermingle. From mini golf, to bocce ball, guests are given many engaging activities to choose from.   And for the social (media) butterflies in attendance, Lacoste gives away premium items like flower crowns, garlands and more in exchange for sharing on social media. Guests are treated to a truly VIP experience, with Lacoste giving them full access. { Sources: bizbash.com } 20


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Hermès’ Festival Des Métiers The luxury fashion house created a touring cultural exhibition that gave consumers a peek inside Hermès’ longstanding tradition of craftsmanship and commitment to the highest standards of quality. Without giving away too many secrets, the exhibition featured intimate demonstrations by masterful craftspeople who work in the renowned Hermès workshops. They illustrated the various techniques passed down from generation to generation to create Hermès products by hand.   Visitors had the opportunity to meet and exchange with the Hermès artisans in a one-of-a-kind experience. { Sources: broadsheet.com.au } 21


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Porsche’s Multi-Sensory Pop-Up The luxury car brand installed a pop-up sensory experience in New York, where visitors could immerse themselves in the stories and sounds of the luxury car brand’s heritage. The experience was called “The Sound of Porsche.” Among rows of video listening stations and racks of vinyl records, visitors discovered The Sound Lab Virtual Drive Experience, an immersive and acoustically treated room that featured a brand new 911 Carrera 4S Coupe. The experience featured a projection screen that simulated a selection of driving scenarios while upbeat music played to create the sensation of a highspeed drive.   In another corner, guests could get creative and draw their vision of the future for Porsche for the chance to win a trip to the Porsche Museum in Stuggart, Germany. { Sources: becauseexm.com } 22


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Emirates’ Launch in Boston The international airlines launched its inaugural flight in Boston with a memorable event at the Boston Logan International airport, as well as a celebratory gala that included a speech by the Governor of Massachusetts, with performances by America’s Got Talent favorite, iLuminate, and international superstar, Enrique Iglesias. To generate awareness among a younger audience, Emirates hosted an Instagram scavenger hunt sweepstakes and delivered weekly clues with 15-second video posts. The program also hosted a Google Hangout interview with Emirates’ president, Sir Tim Clark and the Wall Street Journal, giving consumers face time with the executive for the first time.   The program lead to sold out flights from Boston and created equity for the brand. { Sources: MSL Group } 23


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ABOUT MSLGROUP PBJS: MSLGROUP is the 4th largest global PR firm. PBJS is a full-service experiential agency with in-house creative, production, digital and video. Both within the Publicis Groupe network, MSLGROUP PBJS is the fusion of these two divisions specializing in strategic communications and engagement. Our joint capabilities allow our clients to tell their story simultaneously across every channel imaginable. CONTACT: Lindsay Rowe lindsay.rowe@pbjs.com 375 Hudson St. 14th Floor New York, New York 10014 646-500-7673 www.pbjs.com


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