Survey analysis
⋆
Survey analysis ⋆
Methodology
This study employed an online survey via Qualtrics targeting young consumers (primarily aged 19-25) to better understand behaviours, perception and preferences toward luxury and premium fashion. The question types included closed ended with multi choice, scale and frequency questions gaining quantitative insight & open ended questions with short responses to gain qualitative insight into emotions, personal style, brand perception and aspirational brand creation. The data was then summarised through descriptive statistics including percentages, rankings, averages and frequency counts.
Limitations
Limitations included sample size and representation, due to not reaching the full 100 responses and majority of the participants aged between 19-25, finding were generally limited with a diverse range of responses and there wasn’t a reach into older luxury consumers. There was also a lack of cultural influence as trying to reach Japan was found to be quite difficult, thus only a small portion of responses related to the cultural aspects. A further limitation was the sampling bias. As participants did not necessarily represent a balanced cross section of luxury buyers, there were many respondents who reported limited or infrequent luxury purchases.
SURVEY ANALYSIS
⋆
SURVEY ANALYSIS ⋆
Survey analysis
A survey, aimed at Gen Z’s, luxury fashion consumers and Japanese cultures was created to find out peoples preferred importance within the luxury fashion sector. After sending out the survey, results concluded the following: 72% of survey participants had purchased from luxury brands and 28% had not. Out of this 72%, 6% are purchasing weekly. The motivations toward purchasing included 64% liking the style, 18% enjoying the overall experience and 14% liking the experience and the style.
Participants shared that they had positive experiences including happiness, euphoria, accomplished, excitement and pride when purchasing luxury items however ranked the importance of owning a luxury item as a four out of ten, indicating moderate relevance. 68% of participants prefer the instore shopping experience rather than online and vote sight as their key sense with touch coming in at number two. Those who had shopped in store mentioned that the instore activations had improved their brand connection and perception.
75% of participants prefer quite luxury compared to loud branding and logos and 71% were further interested in personalised luxury items. The preferred silhouettes ranked from Fitted to structured, oversized, loose then with tapered listed as the least preferable. Finally, in terms of ideal stores, participants mentioned they would like to see clean, spacious and welcoming stores with a mix of classic yet chic clothing and having a wide spread of ambassadors including S Coups. The values that consumers look for include sustainability, high quality, affordability and to see cultural influence.
(Hugo Boss, 2025)
(Hugo Boss, 2025)
