{
  "docId": "019dd923-5ca1-7489-b634-99776df762ae",
  "docSlug": "16813e406087702c",
  "documentTitle": "True-Luxury Global Consumer Insights 7th Edition",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 9,
  "pageCount": 33,
  "prevPage": 8,
  "nextPage": 10,
  "slideType": "market_landscape",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 20,
  "notes": "Uses a 2x2 matrix structure to categorize luxury segments into 'Winners' and 'Losers' based on short-term and long-term consumer sentiment.",
  "elementsJson": [
    "headline_text",
    "quadrant_chart",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-99776df762ae/9",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-99776df762ae",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-99776df762ae.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-99776df762ae#slide-9",
  "components": [
    {
      "bbox": {
        "h": 0.7,
        "w": 0.85,
        "x": 0.08,
        "y": 0.15
      },
      "kind": "chart",
      "text": "Scatter plot of luxury categories",
      "attrs": null,
      "subkind": "scatter",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "03fd83e4-c9d9-42c7-b0b5-d4769a2b9e01",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.8,
        "x": 0.05,
        "y": 0.88
      },
      "kind": "disclaimer",
      "text": "Question text: 'How does your luxury spending...'; Source: Proprietary BCG-Altagamma True-Luxury Global Consumer Insight Survey",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9d006b7c-e117-4eb9-9057-6b8cdd9c2c13",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.7,
        "w": 0.85,
        "x": 0.08,
        "y": 0.15
      },
      "kind": "framework",
      "text": "2x2 matrix mapping short-term vs long-term consumer appetite",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2cd9d8be-fed3-462c-94a7-7af1d8c61f11",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "framework",
      "text": "2x2 Matrix",
      "attrs": null,
      "subkind": null,
      "toolName": "Structuring frame",
      "toolSlug": "structuring-frame",
      "confidence": null,
      "componentId": "019dd951-acb5-76f0-a0a1-11a74d45c6ad",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.1,
        "x": 0.85,
        "y": 0.6
      },
      "kind": "legend",
      "text": "Hard luxury, Beauty, Casualwear, Formalwear, Accessories",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ab473570-7762-48b7-8fe3-edeecb1b9296",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Net appetite",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acb5-76f0-a0a1-0fe5ba878d12",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.9,
        "x": 0.05,
        "y": 0.05
      },
      "kind": "title",
      "text": "WITHIN PERSONAL LUXURY, CASUALWEAR & COSMETICS EXPECTED TO REBOUND IN 2 YEARS, WHILE OTHER CATEGORIES IMPACTED BY CRISIS ON THE LONG TERM",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7a845e6d-5a47-4c23-89a0-870634601b21",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1575-7358-970b-a1cb7ca0a2b4",
      "evidence": "Title states finding: 'CASUALWEAR & COSMETICS EXPECTED TO REBOUND'.",
      "confidence": 90
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1575-7358-970b-abe8eb7c0dc6",
      "evidence": "WINNERS / LOSERS labels annotate top-right and bottom-left quadrants.",
      "confidence": 92
    },
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1575-7358-970b-a678e8c11c95",
      "evidence": "Scatter quadrant plot with axes 'next 6 months' × '2-3 years from now'.",
      "confidence": 90
    },
    {
      "name": "Color Strategy",
      "slug": "color-strategy",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1575-7358-970b-afae10779bcb",
      "evidence": "5-color legend (Hard luxury, Beauty, Casualwear, Formalwear, Accessories).",
      "confidence": 85
    }
  ],
  "frameworks": [
    {
      "name": "2x2 Matrix",
      "slug": null,
      "matchId": "019dd95a-1d20-702d-b717-2d14fec9dcd0",
      "evidence": "Axes 'Net appetite next 6 months' x '2-3 years from now' with WINNERS/LOSERS quadrants.",
      "confidence": 95
    },
    {
      "name": "matrix-2x2",
      "slug": null,
      "matchId": "66b727db-d69e-4f37-99c2-84bca6868864",
      "evidence": "The chart uses two axes (short-term vs long-term appetite) to segment luxury categories into quadrants.",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 10,
      "from": 5,
      "beatId": "019dd95a-0702-74a3-87e2-d93713b85353",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": "triple-take-the-facts-what",
      "evidence": "Section 1 labelled 'COVID-19 IMPACT' presents market data and percentages.",
      "position": 1,
      "confidence": 85,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    },
    {
      "to": 10,
      "from": 5,
      "beatId": "019dd95a-0702-74a3-87e2-e9e823809e9d",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Problem & Complication",
      "beatSlug": "consultants-gambit-problem-complication",
      "evidence": "COVID-19 impact: -40 to -60% experiential drop, 57% refraining.",
      "position": 2,
      "confidence": 72,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    }
  ],
  "loops": [
    {
      "to": 10,
      "from": 6,
      "name": "Zoom In",
      "slug": "06-zoom-in",
      "bestFor": "Technical deep-dives, case studies, detailed analysis",
      "matchId": "019dd95a-088c-724c-b30f-119f4dd3f4a2",
      "evidence": "p6 big picture (-25 to -60% market drop) → p7-8 specific consumer behavior → p9-10 quadrant detail of winners/losers.",
      "position": 1,
      "objective": "Zoom from market-wide COVID damage to category-level winners and losers",
      "structure": "The Big Picture -> Key Area of Focus -> Specific Detail -> Implication",
      "confidence": 80,
      "description": "Start broad, then progressively focus on specific details that prove your point"
    },
    {
      "to": 10,
      "from": 9,
      "name": "2x2 Matrix",
      "slug": "30-2x2-matrix",
      "bestFor": "Portfolio analysis, prioritization, strategic positioning",
      "matchId": "019dd95a-088c-724c-b30f-1761e33c9711",
      "evidence": "Two consecutive scatter plots with WINNERS/LOSERS quadrant labels and explicit X/Y axes for net appetite.",
      "position": 2,
      "objective": "Map categories on 6-month vs 2-3 year net appetite to identify winners and losers",
      "structure": "Dimension 1 (X-axis) -> Dimension 2 (Y-axis) -> The Four Quadrants -> The Sweet Spot",
      "confidence": 92,
      "description": "Plot options on two critical dimensions to reveal the optimal quadrant"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}