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Men are more likely than women to opt1 for a luxury brand when buying handbags.
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Men are more likely than women to opt for a luxury brand when buying handbags -- and it's the label, not the price, that counts, according to a survey of wealthy shoppers.
The Luxury Institute on Tuesday said the demand for luxury bags remains2 strong, with about one third of 1,500 wealthy American shoppers surveyed buying a branded bag in the last 12 months.
"The luxury handbag is the accessory3 that defines4 the wealthy woman and is a major profit driver for luxury fashion brands," said Milton Pedraza, chief executive5 of the New York-based researcher focused on wealthy consumers.
The Luxury Institute found that men were more likely than women to reach for a luxury label when buying a handbag -- 73 percent of men, compared with 50 percent of women -- and over three times more likely to choose luxury French brand Chanel.
But overall, U.S. label Coach has become the most popular bag among wealthy shoppers, leading with a 29 percent market share with other brands compete heavily for the rest of the pie.
The survey of shoppers with an average income of $308,000 and average net worth of $3.1 million found Coach was the most familiar brand of designer handbags, recognized by 52 percent of respondents.
That compared to 24 percent for Gucci, 22 percent for Louis Vuitton, and 21 percent for Prada.
But familiarity with the pricier Italian brands rises as wealth increases, according to the report.
Looking at consumers whose yearly paycheck was above $300,000, the survey found that 38 percent were familiar with Coach, while 34 percent were aware of Gucci.
Price did not come into the equation6 even though bags from luxury fashion houses such as Chanel, Prada and Gucci, can cost in the thousands of dollars, while Coach bags generally cost hundreds of dollars.
Consumers said the price was not as important a consideration as quality and reputation when judging between luxury brands.
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据一项针对有钱购物者的调查显示，男性在买手提包时比女性更注重名牌，他们挑的是牌子而不是价格。
奢侈品消费调查公司于上周二公布，名牌手提包的需求仍然很大，在受访的1500位富有的美国消费者中，约三分之一的人在过去一年中买过一个品牌包。
这个位于纽约、专门针对有钱消费者的调查公司的首席执行官密尔顿·佩德拉泽说：“名牌手提包是贵夫人的象征性配饰，同时也是奢华时尚品牌中的主要卖点。”
奢侈品消费调查公司发现，男性（73%）在购买手提包时比女性（50%）更注重名牌；男性选择法国名牌夏奈尔的几率为女性的三倍多。
但从整体来看，美国品牌Coach是最受有钱消费者欢迎的提包品牌，其市场占有率达29%，而其它一些品牌则在奋力抢夺剩下的“蛋糕”。
此项调查的受访者平均收入为30万8千美元、平均资产净值达310万美元。调查发现，Coach是受访者最为熟悉的精品手提包品牌，有52%的受访者熟悉这一品牌。
古姿、路易斯·维登和普拉达的这一比率分别为24%、22%和21%。
据调查报告显示，越富有的人，对更为昂贵的意大利名牌越熟悉。
调查发现，在年薪超过30万美元的消费者中，有38%的人熟悉Coach，34%的人了解古姿。
虽然夏奈尔、普拉达和古姿等时尚名牌价值几千美元，而Coach包则只需几百美元，但价格不是一个重要因素。
消费者称，在比较品牌包时，价格并没有质量和名誉重要。
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