Le luxe doit-il sourire ou faire la gueule ?

DOES LUXURY NEED TO ! BE GRUMPY ? ” SURVEY MADE BY IPSOS CONNECT STRATEGIC PLANNING Ce projet a été élaboré dans le respect de la norme internationale ISO 20252 «!Etudes de marché, études sociale et d’opinion! SURVEY METHODOLOGY POPULATION SURVEYED! " 450 interviews, 90 in each city " 5 key towns : Paris, New York, Shanghai, Beijing, Dubaï • Men and women, 30-54 yo • Top 10 income with at least 1000! spent in luxury goods for the last 6 months • 15 minutes interviews " Visuals selected by Ipsos Connect and DDB, print and videos. The brands are hidden.! • Fieldwork : september and october 2015 THE QUESTIONNAIRE! Q1 : PERCEPTION OF LUXURY For each of the following words, please indicate to what degree they correspond to your personal idea of luxury: 1." DISTINCTION " Corresponds very well 2." PLEASURE " Corresponds reasonably well 3." TRADITION " Does not corresponds very well 4." FRIVOLOUSNESS "esponds at all 5." TRENDINESS 6." EMOTION 7." SUPERFICIALITY 8." QUALITY 9." STYLE 10." HAPPINESS 11." EXCLUSIVENESS 12." SERVICE 13." INVESTMENT 14." CREATIVITY 15." SIMPLICITY 16." LIGHTNESS 17." ELEGANCE 18." SOPHISTICATION THE QUESTIONNAIRE! Q2 : ASSOCIATION WITH LUXURY For each of the following images, please indicate to what degree they correspond to your personal idea of luxury.