key findings

LU

XE

MA

N S

TU

DY

LUXEMANSTUDY

MILLENNIALSCOMEOF AGE

PA

GE

2

intro

Millennial men have finally grown up, and the stakes are high as this generation enters its prime spending years and begins to form brand loyalties and preferences. More fashion-savvy than the previous generation, it’s no wonder marketers are intently focused on this key demographic.

IN JULY 2015, DE TA ILS UNDERTOOK A

RESE ARCH S T UDY TO BE T T ER UNDERS TAND

T HE AT TITUDES, BUYING BEHAVIOR AND

PREFERENCES OF MODERN MEN . T HE S T UDY

LOOKED AT A NE W DEMOGR APHIC OF

AFFLUEN T MALE CONSUMERS, WE C ALL

T HEM "AFFLUENNIALS T M"—AK A MEN BE T WEEN

T HE AGES OF 18 AND 3 4 YE ARS-OLD WIT H

HHI $75 ,000 OR MORE .

S A M P L E

NAT IONAL SAMPLE OF MEN, AGES 18-5 4

WERE SURVE YED V IA AN ONL INE PANEL

CONDUC T ED BY RESE ARCH NOW

S E G M E N T S

AFFLUENNIALS T M (18-3 4 , HHI $75K),

ASP IR AT IONAL MILLENNIALS (18-3 4 , HHI < $75K)

GEN-X (35-5 4 , HHI $75K+)

C O M P L E T E S

729 RESPONDEN T S

LU

XE

MA

N S

TU

DY

intro

LUXURYATTITUDES

1

PA

GE

4 CraftsmanshipExperiences

ExclusivityPersonalization

GEN-X + AFFLUENNIAL S T M

AFFLUENNIAL S T M

S Y M B O L S O F S U C C E S S

AffluennialsTM are as interested, or more, in the traditional trappings of success as they come into their prime earning years and are curating their possessions.

HIGH INDE X FOR CONSIDERING BIG T ICKE T PURCHASES

LU

XE

MA

N S

TU

DY

A F F L U E N N I A L S TM

G E N E R A T I O N - X

PA

GE

6

S O C I A L M E D I A ' S I N F L U E N C E

4x

IMAGE+STATUSV Y I N G F O R V A L I D A T I O NSocial media is driving men to be ever more image conscious.

AffluennialsTM are nearly 4X more likely than GEN-Xers to say their social media presence influences the way they dress. (65% v. 17% of GEN-X)

C O M P E T I T I V E A D V A N T A G EMen are using their appearance to differentiate themselves in an ultra competitive work environment.

of AffluennialsTM agree "nothinggives off an air of professional'success' like a perfectly tailored,crisp suit."

2

82%

LU

XE

MA

N S

TU

DY

MONEYMATTERST H E F U T U R E L O O K S B R I G H T

The majority of men have a positive outlook on their financial future.

95% OF AFFLUENNIALSTM

ARE OPTIMISTIC ABOUT THEIR

FINANCIAL SITUATION,

COMPARED TO 84%

OF GEN-XERS.

3

PA

GE

8

A S U I T F O R E V E R Y S E A S O N + R E A S O N

No longer just a need-based purchase, AffluennialsTM are buying constantly to bolster their wardrobes.

AffluennialsTM are 42% more likely than GEN-Xers to say a change of season would motivate them to buy a new suit.

LU

XE

MA

N S

TU

DY

A F F L U E N N I A L S TM

G E N E R A T I O N - X

PA

GE

10

PURCHASEJOURNEYO M N I C H A N N E L E X P E R I E N C E SThe consumer purchase journey is no longer linear. Seamless experiences across media and channels are essential to customer brand recognition and, in turn, loyalty.

T H E M O B I L E G E N E R A T I O N

AFFLUENNIALSTM ARE OVER 6X MORE LIKELY THAN GEN-XERS TO SHOP FOR LUXURY GOODS ON THEIR PHONES, HOWEVER THE OVERWHELMING MA JORIT Y STILL BUY IN-STORE.

P E R S O N A L I Z E D O U T R E A C H

57% OF AFFLUENNIALSTM AND 67% OF GEN-XERS EXPECT FOLLOW-UP COMMUNICATION FROM THE BRAND AF TER A BIG-TICKET PURCHASE.

4

LU

XE

MA

N S

TU

DY

6x

For more information please contact Christopher Cormier,

C H R I S T O P H E R _ C O R M I E R @ C O N D E N A S T . C

LUXEMANSTUDY

Associate Publisher

O M | 2 1 2 . 2 8 6 . 7 0 3 0