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  "docSlug": "a13515c298f3fbf2",
  "documentTitle": "ALTAGAMMA 2018 WORLDWIDE LUXURY MARKET MONITOR",
  "authorId": "Bain",
  "authorName": "Bain",
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  "documentKindLabel": "Consulting deck",
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  "slideType": "market_landscape",
  "function": "quantify_impact",
  "density": "overcrowded",
  "nDataPoints": 4,
  "notes": "VIC stands for Very Important Customer. The slide uses a combination of data visualization and qualitative strategic pillars.",
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      "kind": "callout",
      "text": "Top customer base expanding as well, hungry for unique products and money-can't-buy experiences, putting brands' VIC strategies into overdrive.",
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      "text": "~40% of market value in 2022E",
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      "text": "~35% of market value in 2021",
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      "kind": "list",
      "text": "Incidence on total market (# customers): ~1.5% vs 2019, ~2% vs 2021",
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      "kind": "list",
      "text": "Dedicated product offer: Personalized, exclusive, highly creative. Unique distribution: Dedicated and selective touchpoints, exclusive formats. Enhanced and specific CX: Elevated, one-of-a-kind.",
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      "text": "Market value share: 40%",
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      "kind": "title",
      "text": "EXPANDED AND ELEVATED CUSTOMER BASE",
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      "text": "Top customer base expanding as well, hungry for unique products and money-can't-buy experiences, putting brands' VIC strategies into overdrive",
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      "evidence": "Breaks the customer base into top tier and the rest.",
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      "evidence": "p18 generations stacked bars, p19 top-customer base 40%, p20 NPS by segment.",
      "position": 5,
      "objective": "Segment customers by generation and tier to spot demand engines",
      "structure": "The Aggregate View -> Segment A Behavior -> Segment B Behavior -> The Insight in the Difference",
      "confidence": 78,
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