名牌手袋——男士的至愛
Men are more likely than women to opt for a luxury brand when buying handbags.
Men are more likely than women to opt for a luxury brand when buying handbags -- and it's the label, not the price, that counts, according to a survey of wealthy shoppers.The Luxury Institute on Tuesday said the demand for luxury bags remains strong, with about one third of 1,500 wealthy American shoppers surveyed buying a branded bag in the last 12 months.
"The luxury handbag is the accessory that defines the wealthy woman and is a major profit driver for luxury fashion brands," said Milton Pedraza, chief executive of the New York-based researcher focused on wealthy consumers.
The Luxury Institute found that men were more likely than women to reach for a luxury label when buying a handbag -- 73 percent of men, compared with 50 percent of women -- and over three times more likely to choose luxury French brand Chanel.
But overall, U.S. label Coach has become the most popular bag among wealthy shoppers, leading with a 29 percent market share with other brands compete heavily for the rest of the pie.
The survey of shoppers with an average income of $308,000 and average net worth of $3.1 million found Coach was the most familiar brand of designer handbags, recognized by 52 percent of respondents.
That compared to 24 percent for Gucci, 22 percent for Louis Vuitton, and 21 percent for Prada.
But familiarity with the pricier Italian brands rises as wealth increases, according to the report.
Looking at consumers whose yearly paycheck was above $300,000, the survey found that 38 percent were familiar with Coach, while 34 percent were aware of Gucci.
Price did not come into the equation even though bags from luxury fashion houses such as Chanel, Prada and Gucci, can cost in the thousands of dollars, while Coach bags generally cost hundreds of dollars.
Consumers said the price was not as important a consideration as quality and reputation when judging between luxury brands.
據一項針對有錢購物者的調查顯示，男性在買手提包時比女性更注重名牌，他們挑的是牌子而不是價格。
奢侈品消費調查公司於上週二公佈，名牌手提包的需求仍然很大，在受訪的1500位富有的美國消費者中，約三分之一的人在過去一年中買過一個品牌包。
這個位於紐約、專門針對有錢消費者的調查公司的首席執行官密爾頓·佩德拉澤說：“名牌手提包是貴夫人的象徵性配飾，同時也是奢華時尚品牌中的主要賣點。”
奢侈品消費調查公司發現，男性（73%）在購買手提包時比女性（50%）更注重名牌；男性選擇法國名牌夏奈爾的機率爲女性的三倍多。
但從整體來看，美國品牌Coach是最受有錢消費者歡迎的提包品牌，其市場佔有率達29%，而其它一些品牌則在奮力搶奪剩下的“蛋糕”。
此項調查的受訪者平均收入爲30萬8千美元、平均資產淨值達310萬美元。調查發現，Coach是受訪者最爲熟悉的精品手提包品牌，有52%的受訪者熟悉這一品牌。
古姿、路易斯·維登和普拉達的這一比率分別爲24%、22%和21%。
據調查報告顯示，越富有的人，對更爲昂貴的意大利名牌越熟悉。
調查發現，在年薪超過30萬美元的消費者中，有38%的人熟悉Coach，34%的人瞭解古姿。
雖然夏奈爾、普拉達和古姿等時尚名牌價值幾千美元，而Coach包則只需幾百美元，但價格不是一個重要因素。
消費者稱，在比較品牌包時，價格並沒有質量和名譽重要。
