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Unity Marketing Plans A Global Luxury Tracking Study To Help Companies Target International Luxury Markets

Presented by Pam Danziger
President of Unity Marketing
Par Excellence Magazine Advisory Board Member

Luxury marketers need a global perspective in the face of the U.S. economic downturn

Stevens, PA March 24, 2008 – Defying analysts' gloomy predictions for fourth quarter results, luxury jewelry retailer Tiffany & Co. posted 9.8 percent revenue growth in the fourth quarter fueled by a surge in international sales. Tiffany's thriving international operations helped insulate the company from a slowdown in the U.S. The company reports it derived some 40 percent of sales from international markets, with particular growth seen in Asia and Europe.

"For Tiffany and many other U.S. luxury marketers, going global is the next stage for growth," says Pam Danziger, president of Unity Marketing and author of Let Them Eat Cake: Marketing Luxury to the Masses – As Well As the Classes. "That is why Unity Marketing is going global too with its syndicated Global Luxury Tracking Study."

"More luxury marketers are looking to foreign expansion to bolster their revenues and profits in the face of the current U.S. economic downturn. They will need the kind of strategic business intelligence that Unity's luxury tracking study will provide about affluent consumers in specific foreign countries.

"With the new Global Luxury Tracking Study, we will investigate what luxuries affluent consumers are buying, how much they spend, where they shop, what brands they prefer and most importantly their level of consumer confidence and expectations for future spending on luxury. This kind of consumer insight is critical for international luxury marketers in order to connect with consumers around the globe," Danziger says.

Unity Marketing Plans Global Luxury Tracking Study

Succeeding in the global marketplace is not as simple as exporting the company's existing domestic marketing strategy. Each country has its own personality, and each country's luxury consumers exhibit different interests and preferences. For example, according to research conducted by Danziger for The Conference Board, German luxury consumers are interested in reading books, attending cultural events, and gardening. Italians are avid travelers, and French consumers are interested in food and wine. Luxury consumers from China, on the other hand, are interested in photography, electronics, and home furnishings. These are just a few examples of the differing priorities of international luxury consumers.

Given the power of consumer insights to help luxury marketers target affluent consumers in foreign markets, Unity Marketing is planning to expand its tracking study to global markets. It promises to be a vital tool to gain more insight and understanding about the international luxury market from one of the nation’s foremost experts on the mindset of the luxury consumer, Pam Danziger, winner of the 2007 Global Luxury Award presented by Harper's Bazaar.

The proposed study will compare luxury consumers in the United States with those in selected foreign markets. These countries are currently under consideration: United Kingdom, Germany, France, Italy, Russia, China, Japan, India, Brazil, Australia, and Canada. The final selection of countries will be determined by the needs of the study's sponsors.

For more information, follow this link to fill out an interest form and vote on specific countries to be included.

Sponsorships are available; sponsors will have the opportunity to suggest questions for study and have their own brands and competitor brands included in the surveys. Subscription fees to be determined.

For media: Charts, tables and graphs are available on request.

Coming Soon:

• News About the Happiness of Luxury Consumers -- New research on happiness and the luxury market: Money really does buy happiness, but not by much
  
• More trends and key findings in the giftware and home decorative accents market
  
• First quarter 2008 Luxury Consumption Index and spending trends

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