Masculine Luxury in an undeefined univers, with an emergent and a strong potential market. It is a debate topic of various a contradictions.
Five universes describe well men purchaser regarding luxury
- Watches, for more than 750 euros
- Shoes, for more than 300 euros
- Suit, for more than 600 euros
- Luggage, for more than 225 euros
- Cosmetic products: Use of at list one care product per major brand.
7% of men between 18 and 50 years old are high purchasers; they have already bought at least one product in 3 of the categories mentioned.
For men luxury refers to elegance, elitism and show off.
What is more important for a men regarding luxury is to sleep in a five stars hotel, to wear luxury clothes and then in third position have a house cleaner.
The brands men like better are Calvin Klein, Saint Laurent Paris, Lancôme, Lacoste and Christian Dior Homme.
Vidéo pub Lacoste:
79% of men think they have as much pressure as women to get dressed properly.
Vidéo pub Dior:
Men are increasingly numerous to offer themselves the luxury of “sur-mesure” suits or shirts.