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Topics of the survey

• General
• Luxury brands
• Luxury cosmetics
• General purchase factors
• Purchase decision making
• Purchasing behavior
• Second-hand luxury
• Consumption and satisfaction
• Demographics

• Method: Online Survey
• Survey name: �����ƽ�� Survey Luxury 2018
• Region: USA
• Number of respondents: 900
• Age of respondents: 18 years and older
• Type of respondents: American online population, who go shopping at least once a year online or offline and who have bought at least one personal luxury item (new or used) by a popular luxury brand in the past 3 years
• Survey time period: 15th to 22nd of May 2018

• Gender
• Age
• Household Income
• Education
• Occupation
• Size of Community
• Ethnicity
• High End Second-Hand Online Shop/Stationary Store Customers

General

• How often do you shop for clothes, fragrances, accessories or other consumer goods, both online and offline?
• Which of these personal items have you bought new or used in the last 3 years?
• Which of these items bought new or used were personal luxury items from popular luxury brands (e.g. Chanel, Dior, Gucci)?
• From which brands are the personal luxury items (accessories, bags, clothing, shoes, jewelry), which you have bought new or used in the last 3 years?
• From which brands are the luxury watches which you have bought new or used in the last 3 years?
• From which brands are the luxury cosmetics which you have bought new or used in the last 3 years?
• How many new or used personal luxury items (accessories, bags, clothing, shoes, jewelry, watches, cosmetics) have you bought in the last 3 years? / In total

Luxury Brands

• Which of these top luxury brands do you find particularly desirable?
• Which of these luxury watch brands do you know?
• Which of these luxury watch brands would you like to own?
• And from which of these luxury brands do you own watches?
• Which of these luxury accessory/fashion brands do you know?
• Which of these luxury accessory/fashion brands would you like to own?
• From which of these luxury brands do you own fashion or accessories?

Luxury Cosmetics

• Which of these luxury cosmetic brands do you know?
• Which of these luxury cosmetic brands do you own?
• From which of these product categories do you own luxury cosmetics?
• How many luxury cosmetics products, from mascara to shampoo and hand lotion, do you use regularly? Please give your best guess in case you are not sure.
• Where do you buy your luxury cosmetics?
• Why do/would you prefer luxury cosmetics over conventional products?

General Purchase Factors

• With which of the following terms do you associate luxury?
• Aside from personal luxury items, in which other areas are you willing to pay more money for luxury goods?
• If you think of the following terms, does your heart beat faster with excitement? / Luxury in general
• If you think of the following terms, does your heart beat faster with excitement? / A certain luxury brand (e.g. Chanel, Louis Vuitton)
• If you think of the following terms, does your heart beat faster with excitement? / A specific personal luxury item (e.g. handbags)
• What fascinates you specifically about personal luxury items?
• What influence do societal norms and expectations have on your purchase decision?
• Do you usually make your purchase decision for personal luxury items on your own or are others involved in it?
• Which other people do you involve in the purchase decision for your personal luxury items?

Purchase Decision Making

• How do you become aware of new personal luxury items?
• What points of contact with personal luxury items have you had in the last 12 months in total? This is independently of whether you looked intentionally or coincidentally.
• Do you tend to inform yourself more about personal luxury items online or offline?
• Where specifically do you inform yourself about personal luxury items?
• Please think about your last purchase of a personal luxury item (accessories, clothing, bags, shoes, jewelry, watches). On average, how long in advance had you planned the purchase?
• Do you specifically save towards a personal luxury item?
• What was the reason for the purchase of your last personal luxury item?
• Based on which aspects do you decide on a specific luxury brand? Please select all aspects which are relevant to you. I select a brand...
• Based on which aspects do you decide on a specific personal luxury item? Please select all which are relevant to you.
• How do you compare personal luxury items?

Purchasing Behavior

• How often do you browse in luxury stores? / Online
• How often do you browse in luxury stores? / Offline
• Which of the following purchasing channels have you visited in the last 12 months, independently of whether you purchased anything there?
• Do you mainly buy your personal luxury brands online or offline?
• What advantages does online purchasing of a personal luxury item offer you?
• What advantages does the offline purchase of a personal luxury item offer you?
• Which of the following aspects of a luxury online store are particularly important to you?
• Which of the following aspects of a luxury retail store are particularly relevant to you?
• If you buy your personal luxury goods offline: Who accompanies you to buy?
• Is buying personal luxury products a special event for you?

Second-Hand Luxury

• In the last 3 years, have you visited or purchased anything from a high-end (luxury) second-hand store, either online or from a retail store? / High-end second-hand online store
• In the last 3 years, have you visited or purchased anything from a high-end (luxury) second-hand store, either online or from a retail store? / High-end second hand retail store
• How do you become aware of a high-end second-hand store (online or offline)?
• Based on what criteria do you choose a high-end second-hand store (online or offline)?
• How often have you browsed in high-end second-hand stores in the last 12 months? / High-end second-hand online store
• How often have you browsed in high-end second-hand stores in the last 12 months? / High-end second hand retail store
• Which of these personal luxury items have you purchased in high-end second-hand store in the last 3 years?
• From which brands are the personal luxury items (accessories, bags, clothing, shoes, jewelry) from, which you have purchased at a high-end second-hand store (online or offline) in the last 3 years?
• From which brands are the luxury watches from, which you have bought used in the last 3 years?
• Why do you buy personal luxury items (accessories, bags, clothing, shoes, jewelry, watches) in high-end second-hand stores?
• How do you rate the following aspects of the personal luxury items offered in high-end second-hand stores (online/offline)? / Quality
• How do you rate the following aspects of the personal luxury items offered in high-end second-hand stores (online/offline)? / Exclusivity
• How do you rate the following aspects of the personal luxury items offered in high-end second-hand stores (online/offline)? / Price
• Which of these second hand stores specializing in luxury products do you know?
• How satisfied are you specifically with the following aspects of high-end second-hand stores? / Product quality
• How satisfied are you specifically with the following aspects of high-end second-hand stores? / Product selection
• How satisfied are you specifically with the following aspects of high-end second-hand stores? / Online/offline appearance
• How satisfied are you specifically with the following aspects of high-end second-hand stores? / Purchasing experience
• How satisfied are you specifically with the following aspects of high-end second-hand stores? / Service
• How satisfied are you specifically with the following aspects of high-end second-hand stores? / Overall satisfaction
• In which areas do you still see improvement potential for high-end second-hand stores?

Consumption and Satisfaction

• Where do you wear your personal luxury items (accessories, bags, clothing, shoes, jewelry, watches)?
• How often do you wear your personal luxury item?
• For what reasons do you wear your personal luxury items?
• Please think about your last purchase: Were your expectations and wishes fulfilled by the personal luxury item? / Emotional value
• Please think about your last purchase: Were your expectations and wishes fulfilled by the personal luxury item? / Product quality
• How would you rate your overall satisfaction based on existing experiences with luxury stores? This does not include high-end second-hand stores.
• Do you experience a personal relationship or connection to any of the following? / Luxury brand
• Do you experience a personal relationship or connection to any of the following? / Luxury product
• Do you experience a personal relationship or connection to any of the following? / Luxury store

Demographics

• How old were you when you purchased your first personal luxury item yourself? / years
• Are you...?
• Age groups
• What is your highest level of education?
• Which of the following categories best describes your current employment status?
• How high is the average monthly net income of your household in total? This means the sum remaining to you in your household after deduction of contributions to pensions, social security and health insurance per year.
• How many people – including yourself and all children – permanently live in your household?
• Which race / ethnicity best describes you?
• How large is the place you live?
• Where do you currently live?