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  "documentTitle": "2018 True-Luxury Global Consumer Insight",
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      "text": "Product & Branding, Communication & Media, Sales Channels",
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      "text": "1. Luxury casualwear: keeps increasing vs formal with 73% appeal, +7pp YoY, also driven by \"forever young\" behaviors\n2. Luxury product values: traditional values as quality hold but new values as \"extravagance & fun\" key to success\n3. Collaborations: cover demand for newness, give a cool edge, strengthen brand awareness & willingness to buy\n4. Mix and match: ~55% Millennials partially shift from luxury brands to trade down or mix styles buying niche brands\n5. Brand loyalty: Millennials the generation with highest brand loyalty across categories - 36% are loyal vs. 30% overall\n6. Social media: social media keep booming - from 9th in 2013 to 1st lever in 2017 on True-Luxury consumers\n7. Influencers: within social media, influencer power booming because of perceived authenticity\n8. Omnichannel: achieved ~50%. Online-solo keeps growing with older consumers. Store-solo shows signs of recovery\n9. Online ecosystem: evolving with regional differences (brand.com vs multi-brand vs generalist marketplaces shares)\n10. Mono-brand stores: stabilizing due to luxury brands' efforts -\"Special product\" offer, in-store experience improvement",
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      "text": "Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries)",
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      "text": "10 trends relevant for the True-Luxury Consumers",
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