A consumer of luxury products is a globe trotter.

In recent weeks, we have analysed the evolution of the world of luxury items focusing on macro-trends and the important role played by this market in light of the huge social transformation brought about by the Covid-19 pandemic, ecological transition and digitalisation. With this article, we wind up our analysis, adding a further piece to the puzzle: the profile of a luxury goods consumer.

This profile is defined in the study True Luxury Global Consumer Insight, commissioned by Altagamma from the Boston Consulting Group. From the analysis, carried out on a sample of 10,000 consumers of luxury items, from over 20 countries (with an average spending level of €30,000 per year), 12 customer profiles were identified:

1 Absolute Luxurer

An elite class, brought up in the lap of luxury; this figure buys both personal luxury goods and experiences, and loves customised items.

Place of origin: Europe and emerging markets.

2 Megacitier

Between 25 and 35 years old, trends go global thanks to this consumer.

Place of origin: European capitals, NYC and a few other large US cities, together with the top megacities in developing countries.

3 Socialwearer

Quality, sustainability and “Made-in” labelling are essential conditions. He/she searches for an emotive connection with the brand, and when this is found, he/she rewards it with brand loyalty.

Place of origin: emerging markets, in particular China and Brazil.

4 Experiencer

Discreet and sophisticated, he/she does not love to show off, and mainly spends on travel, hotels and gourmet food.

Place of origin: Europe, United States and Japan.

5 Littleprince

Belonging to Generation Z (18-25 years old), he/she is used to owning designer items. Connected and in search of something new and colourful, he/she considers the brand, aesthetics (sometimes racy) and design to be essential: they even outrank quality. He/she buys clothes and accessories, especially bags and glasses.

6 Fashionista

Mainly women (35-40 years old), this consumer loves design and shopping... she buys all sorts of things: clothes, bags, shoes, even giving up holidays and dinners in restaurants.

7 Status Seeker

35-40 years old, this consumer follows the trends, established brands, and loves flaunting logos.

Place of origin: mainly Asia, but also Russia and Italy.

8 Classpirational

For this consumer, affordable luxury is a way to feel accepted within his/her community, particularly at work. 30-35 years old, he/she goes online to compare prices and buys duty-free items as an alternative to single brand stores.

Place of origin: Korea and Russia

9 Luxe-Immune

He/she could buy anything but does not do so. In the past, he/she was a heavy spender, but is not likely to resume this habit.

10 Rich Upcomer

Wealth is the result of his/her work and he/she has just become able to spend money in the pursuit of luxury. We are looking at a consumer with high spending potential.

Place of origin: developing countries.

11 TimelessProper

Mainly women, this consumer loves traditional style and is loyal to only a few brands and stores.

12 Omnigifter

This consumer (generally male) is in the most senior segment, spending mainly on others and happy to do so.

Place of origin: mainly mature countries.

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