1) Upscale women's magazines and their digital versions influence luxury purchasing globally, especially among heavy buyers and those under 35. 2) Magazines have a stronger influence on opinions and choices regarding luxury goods than digital versions. 3) However, most luxury buyers use both print and digital media, seeing them as complementary rather than competitive. Print magazines provide an immersive sensory experience while digital allows for practical research. 4) Elle and Vogue stand out as the most influential upscale women's brands worldwide across both print and digital formats. 5) An effective luxury media strategy utilizes both print and digital versions of magazines to engage consumers at different points in their purchasing jour

1. LUXURY AND
UPSCALE
WOMEN’S
MEDIA
BRANDS
By Lagardere Global Advertising
A STUDY
with Ipsos
BY LAGARDERE
ADVERTISING 2012-
- November Luxury and upscale women’s media brands

2. METHODOLOGY
Objective
To understand the influence and complementarity of the print and digital versions
of upscale women’s media brands in the luxury world
Who
Women who have purchased luxury goods in the past 12 months
(At least 3 luxury fashion items or luxury accessories, or at least 1 piece of
jewellery, or 1 watch).
Only high end designers brands were suggested when selecting
participants.
Where
7 countries : France, Germany, Spain, Italy, UK, US and China
How
A varied methodology which partners a quantitative online survey with a
qualitative questionnaire over the phone
+
Luxury and upscale women’s media brands 2

3. CONTENTS
Is luxury now a global phenomenon?
Luxury: what role should the digital play?
The purpose and influence of upscale
women’s media brands throughout the luxury
world
Print and digital: competitors or allies?
Luxury and upscale women’s media brands 5

4. PART1
Is luxury now
a global
phenomenon
?
Luxury and upscale women’s media brands

5. LUXURY: THE SYMBOL OF ELEGANCE AND QUALITY ACROSS ALL
COUNTRIES
ELEGANCE AND QUALITY
Top 2 characteristics associated with luxury
across all countries
N°3
PLEASURE SEDUCTION
“Luxury increases your social status; it makes others think that you are cool” Chen Yong, 32 yrs, China
“Elegance, beauty, exclusivity, looking for something really unique and original" Maria, 47 yrs, IT
“Finest products, nice materials, pretty to look at, soft to touch, made by top designers, the best of the best”. Amy, 30 yrs, US
less than 35 years old
SUCCESS / SELF CONFIDENCE / SEDUCTION
Luxury is never associated with TRADITION or INNOVATION
E3. From the list that follows, please choose the values that you most often associate with luxury-13 values submitted
Base: All respondents
+
Luxury and upscale women’s media brands 7

6. FRANCE AND ITALY REMAIN THE INTERNATIONAL SYMBOLS OF LUXURY
EUROPE US CHINA
55% 60% 79%
45% 52% 63%
43% 52% 55%
+
E4. And which countries do you think best represent the essence and values of luxury? Base: All respondents
Luxury and upscale women’s media brands 9

7. CHANEL AND LOUIS VUITTON: EXPRESSIONS OF LUXURY WORLDWIDE
EUROPE US CHINA
E5. If you had to name your three favorite luxury brands, what would they be?
Base: All respondents
+
Luxury and upscale women’s media brands 11

8. LUXURY: THE MUST-FOLLOW TREND ESPECIALLY AMONGST CHINESE
WOMEN
Keeping up with the latest trends is important:
54% 45% 89%
+ Higher TOP50% of incomes*, Heavy Buyers**
HO. Do you think it is important to keep up with the latest trends in luxury goods? Base: All
respondents
Sources : *The baseline for the top 50% of incomes will change according to the country. **Who have purchased at least 3 categories of
products, 3 times in the past year.
+
Luxury and upscale women’s media brands 13

9. KEY POINTS - PART 1
Luxury: a global market. Chinese perceptions of luxury are
becoming increasingly westernised
France and Italy, and their famous luxury brands, symbolize luxury
across the globe
Luxury is associated with elegance and quality
everywhere, but it can be still mingled with displays of social
standing in China
Luxury and upscale women’s media brands 15

10. PART2
Luxury: what
role should
the digital
play?
Luxury and upscale women’s media brands

11. PHYSICAL WORLD: THE FAVOURED MODE OF CONTACT WITH LUXURY BRANDS
1. Shops 1. Friends 1.Websites
2. Catalogues 2. Shops 2. Women’s websites
3. Articles and reports 3. Catalogues 3. Shops
Shops: + Higher TOP 50% of
“I’ll go to the store and get the feel. I love feeling things, and from
there I’ll make my decisions.” Constance, 40 yrs, US incomes
Friends: + > 45Yo
H15 what other do you use to keep up with new developments in luxury? Base: All respondents
Luxury and upscale women’s media brands 17

12. PHYSICAL WORLD: THE FAVOURED MODE OF CONTACT WITH LUXURY BRANDS
In %
Luxury shops 48 47 52
Luxury brand catalogues 40 35 47
Articles and reports on luxury brands 35 29 45 Heavy buyers: all
Luxury brands' websites 35 28 61 touchpoints
Your friends, family members, co-workers, etc. 33 57 44
Chinese women
Celebrities / IT girls 28 22 49 multiply touchpoints
Street style, hotspots 26 16 35
to look for luxury
trends
Private sale sites 26 16 17
American women are
Women's general interest websites 24 21 55
more influenced by
Luxury brands' newsletters 19 9 46 people around them
Attending fashion shows 15 12 38
Social media sites 13 22 33
Blogs, newsgroups, forums 12 13 34
H15 What other sources do you use to keep up with new developments in luxury?
Base: All Respondents
+
Luxury and upscale women’s media brands 18

13. DIGITAL: A MUST
“A luxury brand on the web is keeping up with the
times”
92% 93% 99%
A1. If a luxury brand has a web presence, would you say that the brand… Base: All
respondents
Luxury and upscale women’s media brands 20

14. DIGITAL: A MUST, ESPECIALLY IN CHINA
A luxury brand present on the web is…
Net Agree (%)
(n=2028) (n=828) (n=815)
…keeping up with the times 92 93 99
…improving its service 86 89 94
…closer to you 76 75 95
In Europe and US :
Closer to you: - 35 yrs
Improving its service: 35-44 yrs
“With the internet, you feel you are part of it– you feel in the know. You make the effort to
look. You feel the information has been sent to you specifically - like an email”. Zhara, 34
yrs, FR
A1. If a luxury brand has a web presence, would you say that the brand…
Base: All respondents
+
Luxury and upscale women’s media brands 21

15. LUXURY BRAND’S WEBSITES: A KEY COMPONENT IN SALES
People who use a website either to buy an item
directly or to choose items they will buy later in a shop:
61% 61% 76%
A3. When you visit a luxury brand's website, it is generally to… Base: all respondents
+
Luxury and upscale women’s media brands 23

16. ALL RANGE OF LUXURY PRODUCTS ARE CONCERNED BY ONLINE
PURCHASE
Net online purchase
Clothing 48% 48% 57%
Shoes 43% 46% 58%
Accessories 50% 45% 64%
Handbags 47% 48% 57%
Jewellery, w
atches 41% 39% 49%
A4. Which of the following categories of luxury goods have you purchased online?
Base: person who has already purchased the category of product in a shop or online.
+
Luxury and upscale women’s media brands 26

17. SOME DISADVANTAGES TO BUYING LUXURY GOODS ONLINE
Cannot try items on Risk of counterfeit items Not as enjoyable as
going to the shop
In %
60 Europe 47 35
(n=2028)
68 US 42 39
(n=828)
55 China 70 42
(n=815)
+ > 45Yo
“I have a good overview of the products online. But it can’t replace a store where you are able to touch a
product”. Corinne, 59 yrs, FR
“I don’t really like to buy my things online because I’m worried about fraud”. Liao, 31 yrs, China
A6. What keeps you personally from buying luxury goods on the internet? Base: All respondents
+
Luxury and upscale women’s media brands 28

18. KEY POINTS – PART 2
 Physical world is the most engaging means of brand-customer
contact
According to customers, a luxury brand without a website is
drastically behind the times
 Luxury brands’ websites are now a key
element in the purchasing of luxury goods
 Social networking is not yet as powerful a tool as the websites
Luxury and upscale women’s media brands 34

19. PART3
The purpose
and influence
of media
throughout the
luxury world
Luxury and upscale women’s media brands

20. THE POWER OF UPSCALE WOMEN’S MAGAZINES
Women of the target group who read at least one upscale women’s
magazine :
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
87% 85% 98%
Higher TOP 50%
+ Heavy buyers
< 35 Yo
35-44 Yo
H3. Please indicate how often you read each of the following upscale women’s magazines (ELLE, Vogue, Marie
Claire, Harper’s Bazaar, InStyle). Responses: at least 5 to 6 times a year for the weeklies and/or 1 to 2 times a year for the
monthly.
+
Luxury and upscale women’s media brands 36

21. ”I NEED MY MAGAZINE IN ORDER TO DECIDE”
Upscale women’s magazines have a strong influence on purchasers
of luxury goods, especially in China
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
67% 59% 96%
Higher TOP 50%
+ Heavy buyers
< 35 Yo
35-44 Yo
H6A. Would you say that reading the following upscale women's magazines influences your choices and your opinions on
luxury goods? Could you list the top 2 of the most influent ones ?
Base: all respondents.
+
Luxury and upscale women’s media brands 38

22. THE DIGITAL VERSIONS OF UPSCALE WOMEN’S MAGAZINES
Luxury and upscale women’s media brands 40

23. HIGH VOLUME TRAFFIC TO UPSCALE MAGAZINES’ WEBSITES
Women of the target group who use at least one upscale women’s magazine
website :
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
58% 48% 95%
+ < 35 Yo
Heavy buyers
+
H9. Do you visit one of the following websites (Vogue, ELLE, Marie Claire, Harper’s Bazaar, InStyle) at least once a month?
Base: All respondents
Luxury and upscale women’s media brands 41

24. BUT AN INFLUENCE LESS IMPORTANT THAN MAGAZINES
Influence of digital versions of upscale women’s magazines in the
purchasing choices of luxury goods buyers
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
48% 36% 94%
H13. Would you say that the digital versions of each of the following upscale women’s magazines, websites or mobile
apps, influence your choices and your opinions concerning luxury goods ?
Base: all respondents
+
Luxury and upscale women’s media brands 43

25. ELLE AND VOGUE: INFLUENTIAL WORLDWIDE IN LUXURY
The top 2 most influential upscale women’s brand worldwide
(Magazine+digital version)
(*ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle)
H6A. Would you say that reading the following upscale women's magazines or their digital versions influences your choices
and your opinions concerning luxury goods? Could you list the top 2 of the most influential ones ?
Base: total respondants
Luxury and upscale women’s media brands 45

26. KEY POINTS – PART 3
 Upscale women’s magazines and their digital versions are
both powerful in the world of luxury, even more for heavy
buyers
 But magazines have a stronger influence on choices and
opinions concerning luxury goods
 Young women (-35 yrs) are even more sensible to the
influence of upscale women’s magazines
 Amongst these titles, the famous global brands, Elle and
Vogue, still stand out from the crowd
Luxury and upscale women’s media brands 46

27. PART4
Print and digital:
competitors or
allies?
Luxury and upscale women’s media brands

28. LUXURY BUYERS: BI-MEDIA USERS
Women of the target group who read upscale women’s magazine or/and their websites
:
(ELLE, Vogue, Marie Claire, Harper's Bazaar, InStyle)
A mix of
print & web 65% 56% 97%
Exclusively print 34% 44% 3%
Exclusively web 0.9% 0.5% 0.3%
Base: readers or/and users of upscale women’s media brands (ELLE, Vogue, Marie Claire, Harper’s Bazaar, InStyle).
+
Luxury and upscale women’s media brands 48

29. STRENGHT OF MAGAZINES AND DIGITAL VERSIONS
MAGAZINES: A SENSORY EXPERIENCE - DIGITAL: A PRACTICAL
EXPERIENCE
%More when reading an upscale
magazine or when using digital versions?: Print Web Print Web Print Web
You enjoy keeping up with luxury goods 55 18 42
trends 49 24 27
You like seeing different luxury adverts, they
22 51 16 41 30
help you form an opinion about which trends
to follow
51
You feel like you are part of the exclusive 28 21 28
44 57 43
community of the brand
26 18 29
You can dip into the world of luxury whenever you feel 47 52
like it 44
You make a note of luxury items that you will buy in 43 27 19 32
the shop later 58 36
You make a note of luxury items that you will
buy from the brand's online shop
37 35 50 25 31 33
You can compare and contrast luxury items 38 34 48 25 33 34
You can discover new luxury brand products 43 26 54 19 36 32
H14. Which of the following statements best corresponds to you when reading an upscale women’s magazine?
Base: All respondents
+
Luxury and upscale women’s media brands 50

30. PRINT AND DIGITAL: AN EFFECTIVE GLOBAL STRATEGY
The advantage of the magazines is that you have the professionals’ advice, while on the internet you have lots of
opinions but you have no way of knowing the credentials of the person that has written the comment. Fanny, 30 yrs, FR
We might see something in a magazine, and then we’ll go online to see the whole range. Magazine is first, online is
second. Tracey, 46 yrs, UK
“The photos are bigger and prettier in magazines than on the internet… but the items are not as trendy, not always as
up-to-date as on the websites”. Daniela, 39 yrs, GE
“In the magazines I have the latest trends but I don't have all the additional information about the items. This I can find
online”. Jana, 32 yrs, GE
“When I see an advert in a magazine, I go on the website to find out more about the item and its prices. Online
searching is bound to happen at some point.” Maria, 47 yrs, IT
Luxury and upscale women’s media brands 54

31. THE POWER OF ADVERTISING
Luxury and upscale women’s media brands 55

32. ADVERTISING IN UPSCALE WOMEN’S MAGAZINES: THE MOST
ATTRACTIVE
Adverts in upscale women’s magazines…
Get your attention
Top 1
Make luxury items Help you discover Make you want to go
look good luxury brands shopping for luxury goods
Top 2
Image Awareness Traffic
“There are magnificent ad campaigns with gorgeous visuals.... Advertising really does make you dream…
I prefer paper because with a single photo they manage to create something truly fantastic.” Emilie, 31
yrs, France
P1. Let’s look more closely at luxury goods advertising. Please give us your opinion on each of the following sentences. More
when seeing an advertising in an upscale magazine. Base: all respondents.
+
Luxury and upscale women’s media brands 56

33. ON AND OFF-LINE ADVERTISING: AN EFFECTIVE GLOBAL STRATEGY
THE ADDITION OF DIGITAL ADVERTISING IMPROVES THE
RESULT
Help you stay informed about luxury brand’s
news
(n=2028) 12 44 16 28
(n=828) 17 40 11 32
(n=815) 2 48 29 22
Neither
Both
Adverts on upscale women's magazine websites and apps
Adverts in upscale women's magazines
P1. Let's look more closely at luxury goods advertising. Please give us your opinion on each of the following sentences.
Base: All respondents
Luxury and upscale women’s media brands 58

34. THE GLOBAL BRAND
Luxury and upscale women’s media brands 60

35. A POWERFUL MEDIA BRAND
% women of the target reading the
magazine or using a digital version of the
ELLE
77% 70% 95%
E1. Now, let's talk about the "ELLE" brand in general, the magazine, the website and the mobile phone/tablet
app. Are you a reader of the magazine and/or a user of the digital version ?
+
Luxury and upscale women’s media brands 61

36. THE 360° ELLE BRAND: A WORLD-WIDE REFERENCE POINT
Net Agree (n=2028) (n=828) (n=815) In %
…inspires confidence 77 74 94
…is a reference point in the luxury world 72 79 93
…helps you make decisions about
luxury goods 71 74 94
…inspires you and gives you ideas 71 74 90
…inspires you to dream 64 67 89
You feel attached to 63 58 87
+ > 35 Yo
+ Heavy Buyers
+ 35-44 Yo
E1. Now, let's talk about the "ELLE" brand in general, the magazine, the website and the mobile phone/tablet
app. Would you say that…. Base: All respondents.
Luxury and upscale women’s media brands 63

37. THE 360° ELLE BRAND: A WORLD-WIDE REFERENCE POINT
“ELLE, a very modern magazine, with up-to-date ads.
They are professional, they bring out more trendy clothing
styles, jewellery styles”. Stephanie, 39 yrs, US
“ELLE has the newest products, and mixes high-street brands with
designer”. Frances, 42 yrs, UK
“It gives good advice and there is information about many
products. I tend to trust the products that they recommend and if
I like it, I go and buy it… perfumes for example”. Roberta, 29
yrs, IT
“About ELLE, I like the luxury brand ads and fashion articles.
They have nice people on the cover to represent luxury brands.
There are famous people that already endorse brands”.
Melissa, 27 yrs, US
Luxury and upscale women’s media brands

38. THE 360° BRAND: A WORLD-WIDE REFERENCE POINT
“I often go on ELLE website, I can find additional
information, detailed info about the products, other reportages
about fashion, travel beauty which are not necessarily in the
magazine. It is very clearly laid-out, the photos are very
nice, luxurious, I like it very much.” Stefanie, 52 yrs, GE
“ELLE website goes hand in hand with the magazine. I liked
the subtitles and the dropdown menus. I find it complements
the magazine because they show what goes on behind the
scene at photo shoots…”. Melissa, 27 yrs, US
“ELLE website has more photos, and videos. It couldn’t replace
the magazine, it adds to it. It’s a continuation”. Margaret, 40
yrs, US
Luxury and upscale women’s media brands

39. KEY POINTS – PART 4
 Buyers of luxury goods are “bi-media”, they use a mixture
of upscale women magazines and digital versions
 The classic beauty of advertising in women’s magazines
is a very successful way to get the attention of luxury
clientèle…
 …But the addition of digital advertising enhances the
result of the campaign
 The ELLE 360° brand is still a reference point for luxury
clientèle world-wide
Without a doubt, print and digital form a very effective
combination
Luxury and upscale women’s media brands 66

40. THANK YOU
FOR YOUR
ATTENTION
By Lagardere Global Advertising
A STUDY
with Ipsos
BY LAGARDERE
ADVERTISING 2012-
- October Luxury and upscale women’s media brands