Millennials have been major contributors to luxury growth: they start purchasing luxury at an earlier age and buy more frequently
2017 China Luxury Market Study · page 6 of 22
The slide uses a combination of bar charts and testimonials to support the thesis.
Consulting deck · case_study · illustrate_case · overcrowded density
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Slide schematic 6/6
chart 2/2 quote 2/2 source-note 1/1 title 1/1
Components 6
bar-vertical bar-vertical testimonial testimonial source-note headline
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Action Titles slide · 85%
Title is the conclusion: 'start purchasing luxury at an earlier age and buy more frequently'.
Color Strategy slide · 80%Red = millennials, gray = other ages.
Contrast Principle slide · 75%Right chart juxtaposes Millennials ~8 vs Other ~5.
Singularity Effect slide · 78%Two named individual quotes (21-yo Beijing consumer + executive).
Social Validation slide · 65%Consumer + executive quotes both endorse the millennial trend.
Von Restorff Effect slide · 85%Only the millennial age bars (20-25, 26-34) and the ~8 frequency bar are red.
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