{
  "docId": "019dd923-5ca1-7489-b634-3e15c6e3bf72",
  "docSlug": "da48f73eb97e2470",
  "documentTitle": "2018 True-Luxury Global Consumer Insight",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 17,
  "pageCount": 55,
  "prevPage": 16,
  "nextPage": 18,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 10,
  "notes": "The slide uses a stacked bar chart to contrast 'Traditional' (dark green) and 'New' (lighter green) luxury values. It highlights specific regional and demographic differences.",
  "elementsJson": [
    "bar_chart_stacked",
    "icon_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-3e15c6e3bf72/17",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-3e15c6e3bf72",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-3e15c6e3bf72.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-3e15c6e3bf72#slide-17",
  "components": [
    {
      "bbox": {
        "h": 0.45,
        "w": 0.9,
        "x": 0.05,
        "y": 0.35
      },
      "kind": "chart",
      "text": "Stacked bar chart showing percentage split between traditional and new luxury values for Overall, China, EU, US, and Millennials.",
      "attrs": null,
      "subkind": "bar-stacked",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1fee77ca-bd81-4b8c-806b-fbf42cb32ddf",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.5,
        "x": 0.05,
        "y": 0.95
      },
      "kind": "disclaimer",
      "text": "Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey 2017 (12K + respondents in 10 countries)",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3ff6f716-3138-4304-8bd5-7402dd6359c0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.25,
        "x": 0.1,
        "y": 0.4
      },
      "kind": "legend",
      "text": "Traditional luxury values (Superior quality, Craftsmanship, Exclusivity) vs New luxury values (Extravagant & fun, Identity statement, Cool & sexy)",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c88f6fca-6fb2-4d09-8e68-119e80011847",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Consumer value preference: 77%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acbc-7050-b10f-ece9e57bbc39",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.65,
        "x": 0.3,
        "y": 0.8
      },
      "kind": "table",
      "text": "Comparison table of highest positive and negative differences vs overall for China, EU, US, and Millennials.",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a7647215-5587-4677-9dff-cc9fc769dfd7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.9,
        "x": 0.05,
        "y": 0.08
      },
      "kind": "title",
      "text": "Traditional luxury values still predominant, however new values key for success amongst Chinese & Millennials",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "08287c60-0c3f-4326-b951-b9ec54bc04e6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.2,
        "x": 0.05,
        "y": 0.03
      },
      "kind": "title",
      "text": "Global market trends",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "65a48fd0-ee0a-4047-8292-12370cf0ce4b",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Consumer value preference",
      "numberRaw": "77%",
      "numberKind": "percent",
      "actionTitle": "Traditional luxury values still predominant, however new values key for success amongst Chinese & Millennials",
      "calloutText": null,
      "numberScale": null,
      "numberValue": 77,
      "metricFamily": "survey_sentiment",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "2x2 matrix",
      "slug": "matrix-2x2",
      "agent": null,
      "layer": "slide",
      "matchId": "b839cb23-24ea-4b2a-8191-ae2c8ce3b14e",
      "evidence": "chart/bar-stacked: Stacked bar chart showing percentage split between traditional and new luxury values for Overall, China, EU, US, and Millennials.",
      "confidence": 0.7
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-10d4-718b-9f63-5bcf0a3d1b30",
      "evidence": "Title balances 'traditional values still predominant ... new values key'",
      "confidence": 80
    }
  ],
  "frameworks": [
    {
      "name": "market-segmentation-pyramid",
      "slug": null,
      "matchId": "f8852bc5-4117-405b-902b-a29664c63b59",
      "evidence": "Segmentation of luxury consumers by values and demographics",
      "confidence": 0.6
    }
  ],
  "arcBeats": [
    {
      "to": 51,
      "from": 14,
      "beatId": "019dd95a-0682-776c-8e38-15ef0d1686df",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-evidence-proof",
      "evidence": "Data on casualwear, social, channels, then Millennial & Chinese deep dives",
      "position": 4,
      "confidence": 78,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    },
    {
      "to": 29,
      "from": 14,
      "beatId": "019dd95a-0682-776c-8e38-1d4d961a1538",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": "triple-take-the-facts-what",
      "evidence": "Trend data: casualwear, made-in, social, channels",
      "position": 1,
      "confidence": 60,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [
    {
      "to": 17,
      "from": 14,
      "name": "Pattern Hunter",
      "slug": "02-pattern-hunter",
      "bestFor": "Time-pressed audiences, building consensus, when data is strong",
      "matchId": "019dd95a-07fe-70ce-8d40-2bc9261ae641",
      "evidence": "Three+ slides stack consistent data points (73% casual, future categories, traditional+new values) toward one pattern.",
      "position": 4,
      "objective": "Establish the casualwear/values trend",
      "structure": "Evidence A -> Evidence B -> Evidence C -> Pattern/Conclusion",
      "confidence": 72,
      "description": "Group multiple pieces of evidence that together point to a pattern or conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}