Luxury shopping in Italy 2021

Consumer Insights data table

Italy is not only the country of origin of many luxury brands, but also an important sales market. Who buys luxury goods and what impact does COVID-19 have on the luxury industry? Where are luxury products bought and which luxury brands are particularly well-known?
The Statista study "Luxury shopping 2021" answers these and more questions. The consumer survey offers insights into luxury attitudes, second-hand luxury, and brand awareness in the high-price and luxury segments of watches, cosmetics, jewelry and fashion, and accessories. In addition, results on shopping experiences and criteria are shown.
The data table contains the complete tables for the survey including various column headings.

Report Details

Luxury shopping in Italy 2021

Pages	930 Pages
Format	Excel (XLSX)
Language	English
Released	June 2021
Access	Download from this page

Price

$995 USD

Deep dive into your focus topic
Valid consumer insights
Based on representative surveys

Description
Content

Topics of the survey

Overview & attitudes
Luxury watches
Luxury jewelry
Luxury cosmetics & personal care
Luxury fashion & accessories
Purchase experience & touchpoints
Second-hand luxury
Counterfeits
Characteristics & demographics

Design of the survey

Method: Online survey
Survey name: GCS Special Luxury Shopping in Italy
Region: Italy
Number of respondents: 1098
Age of respondents: 18 years and older
Type of respondents: residential online population who purchased luxury items in the past 2 years
Survey time period: 7th May to 12th May 2021

Column headings

Gender
Age (generations)
Annual household income (categorized) - Italy

Visit the Global Consumer Survey for in-depth DIY analyses of this survey's data.

Overview & attitudes

In which of these categories have you bought a product from a premium/luxury brand for yourself or someone else in the past 2 years?
Which of the following statements about luxury purchases apply to you?
Which of these further statements regarding luxury items do you agree with?
Which of these statements about purchasing products from premium/luxury brands do you agree with?
How much do you agree with this statement: Premium/luxury products have to be sustainable.

Luxury watches

The following questions are about watches. Which of these statements do you agree with?
Which of the following statements regarding watches apply to you?
Which of the following aspects of watches from premium/luxury brands are of interest to you?
In your opinion, what distinguishes a premium/luxury brand watch from other watches?
Which of these countries do you associate with the manufacturing of luxury watches?
How many watches do you own in total?
How many watches worth over $500 do you own?
How many watches worth over $1,500 do you own?
Which of these watch brands in the middle and upper price range do you know? (approx. $500 to $1,500)
Which of these brands of prestige and luxury watches do you know? (approx. $1,500 or more)
How do you prefer to research and then purchase watches from premium/luxury brands? I tend to view items …
Which purchase criteria are most important to you when buying a watch from a premium/luxury brand?
From which of these price categories have you bought a watch for yourself or someone else in the past 2 years? Please select all that apply.
Where have you bought a watch from a premium/luxury brand in the past 2 years?
Was there a specific reason/occasion for buying a watch from a premium/luxury brand?
Before buying your last watch from a premium/luxury brand, how long did you think about it?
How much are you willing to pay for a watch from a premium/luxury brand for yourself or someone else?
Where do you generally get information about or research watches from premium/luxury brands?
How often do you usually inform yourself about or browse for watches from premium/luxury brands? / In physical stores (offline)
How often do you usually inform yourself about or browse for watches from premium/luxury brands? / On the internet (online)

Luxury jewelry

The following questions are about jewelry. Which of these statements about jewelry do you agree with?
Which of the following statements regarding jewelry apply to you?
Which of the following aspects of jewelry from premium/luxury brands are interesting to you?
In your opinion, what distinguishes premium/luxury brand jewelry from other jewelry?
From which of these categories do you own jewelry?
How many pieces of jewelry do you own in total?
How many pieces of jewelry worth over $500 do you own?
How many pieces of jewelry worth over $1,500 do you own?
Which of these premium/luxury jewelry brands do you know?
How do you prefer to research and then purchase jewelry items from premium/luxury brands? I tend to view items …
Which purchase criteria are most important to you when buying jewelry from a premium/luxury brand?
From which of these price categories have you bought jewelry for yourself or someone else in the past 2 years? Please select all that apply.
Where have you bought jewelry from a premium/luxury brand in the past 2 years?
Was there a specific reason/occasion for buying jewelry from a premium/luxury brand?
Before buying your last piece of jewelry from a premium/luxury brand, how long did you think about it?
How much are you willing to pay for a piece of jewelry from a premium/luxury brand for yourself or someone else?
Where do you generally get information about or research jewelry from premium/luxury brands?
How often do you usually inform yourself about or browse for jewelry from premium/luxury brands? / In physical stores (offline)
How often do you usually inform yourself about or browse for jewelry from premium/luxury brands? / On the internet (online)

Luxury cosmetics & personal care

The following questions are about cosmetic products. Which of these statements about cosmetics do you agree with?
Which of the following aspects of cosmetic products from premium/luxury brands are of interest to you?
In your opinion, what distinguishes premium/luxury brand cosmetics from other cosmetic products?
Which of these cosmetic products do you buy at least occasionally for yourself or someone else?
Which of these cosmetic products from premium/luxury brands do you buy at least occasionally for yourself or someone else?
How often do you buy cosmetic products from premium/luxury brands for yourself or someone else?
Which of these premium cosmetic brands do you know?
Which of these luxury cosmetic brands do you know?
How do you prefer to research and then purchase cosmetic products from premium/luxury brands? I tend to view items …
Which purchase criteria are most important to you when buying a cosmetic product from a premium/luxury brand?
From which of these price categories have you bought a cosmetic product for yourself or someone else in the past 2 years? Please select all that apply.
Where have you bought cosmetic products from a premium/luxury brand in the past 2 years?
Was there a specific reason/occasion for buying cosmetic products from a premium/luxury brand?
Before buying your last cosmetic product from a premium/luxury brand, how long did you think about it?
How much are you willing to pay for a cosmetic product from a premium/luxury brand for yourself or someone else?
Where do you generally get information about or research cosmetic products from premium/luxury brands?
How often do you usually inform yourself about or browse for cosmetic products from premium/luxury brands? / In physical stores (offline)
How often do you usually inform yourself about or browse for cosmetic products from premium/luxury brands? / On the internet (online)

Luxury fashion & accessories

The following questions are about fashion and accessories Which of these statements about fashion and accessories do you agree with?
Which of the following aspects of fashion and accessories from premium/luxury brands are of interest to you?
In your opinion, what distinguishes premium/luxury brand fashion and accessories from other fashion and accessories?
From which of these categories do you own fashion and accessory from premium/luxury brands?
How many fashion and accessory items from premium/luxury brands do you own from these categories? If you are not sure, please estimate. / Clothes (jackets, shoes, etc.)
How many fashion and accessory items from premium/luxury brands do you own from these categories? If you are not sure, please estimate. / Bags (handbags, backpacks, luggage, etc.)
How many fashion and accessory items from premium/luxury brands do you own from these categories? If you are not sure, please estimate. / Accessories (wallets, hats, scarves, sunglasses, etc.)
Which of these premium fashion and accessories brands do you know?
Which of these luxury fashion and accessories brands do you know?
How do you prefer to research and then purchase fashion and accessory products from premium/luxury brands? I tend to view items …
Which purchase criteria are most important to you when buying fashion and accessories from a premium/luxury brand?
Where have you bought fashion and accessories from a premium/luxury brand in the past 2 years?
How often have you bought fashion and accessories from a premium/luxury brand on the internet in the past 2 years? If you are not sure, please estimate.
How often have you bought fashion and accessories from a premium/luxury brand in a physical store in the past 2 years? If you are not sure, please estimate.
Was there a specific reason/occasion for buying fashion and accessories from a premium/luxury brand?
How long did you usually think about/plan before buying fashion and accessories from a premium/luxury brand?
How much are you willing to pay for fashion and accessories from a premium/luxury brand for yourself or someone else? / Willingness to pay: clothes
How much are you willing to pay for fashion and accessories from a premium/luxury brand for yourself or someone else? / Willingness to pay: bags
How much are you willing to pay for fashion and accessories from a premium/luxury brand for yourself or someone else? / Willingness to pay: accessories
Where do you generally get information about or research fashion and accessories from premium/luxury brands?
How often do you usually inform yourself about or browse for fashion and accessories products from premium/luxury brands? / In physical stores (offline)
How often do you usually inform yourself about or browse for fashion and accessories products from premium/luxury brands? / On the internet (online)

Purchase experience & touchpoints

Do you save money with the specific aim to buy a luxury article?
For whom have you ever bought a luxury product?
Where do you prefer to purchase products from premium/luxury brands?
What is particularly important to you when purchasing products from premium/luxury brands in a store?
What is particularly important to you when purchasing products from premium/luxury brands online?
Which of these luxury online stores do you know?
From which of these luxury online stores have you purchased something within the last 2 years?
Where have you seen or heard about products from premium/luxury brands in the past 4 weeks?
Over the past 12 months, which of the following people have you noticed in association with premium and/or luxury brand products?
On which social media platforms have you noticed premium/luxury brands in the past 12 months?

Second-hand luxury

Have you visited a high-end second-hand luxury store online in the past 2 years or bought anything there?
Have you visited a high-end second-hand luxury store in physical store in the past 2 years or bought anything there?
Which of these second-hand stores that specialize in luxury products do you know?

Counterfeits

Which statements about product and brand piracy do you agree with?
Have you ever bought a counterfeit product or brand?
In which country/countries would you not buy any luxury products (neither online nor offline) due to the risk of buying a counterfeit product?

Characteristics & demographics

What is your gender?
How old are you?
How old are you?
How old are you?
How old are you?
Which of the following best describes you?
What is your marital status?
Do you consider yourself part of the LGBTQ+ community?
What is your gender identity?
Which of the following best describes you?
Recode based on "Region – Italy"
Where do you currently live?
What is the highest level of education you have completed?
Which of the following categories best describes your current employment status?
Recode based on "Employment status (detailed)"
Recode based on "Annual household income - Italy"
If you add up everything: About how high is the annual gross income that your total household disposes of, before tax and contributions?
Recode based on "Community size"
How big is the town you live in?
In what type of community do you live?
What is your current living situation (main residence)?
How many people – including yourself and all children – permanently live in your household?
How many children and teenagers below 14 years of age permanently live in your household, no matter if they are your natural children or not?
Who do you currently live with?
Recode based on "Household size"
Recode based on "Household members"
Recode based on "Household members"
How severely has the COVID-19/coronavirus pandemic impacted your everyday life? Please rate on a scale from 1 to 10, where 1 is no impact at all and 10 is severely impacted.
Recode based on "Corona impact - everyday life"
Recode based on "Corona impact - offline/online luxury purchases"
Since the beginning of the COVID-19/coronavirus pandemic, have you spent more or less on products from premium/luxury brands offline in a store?
Since the beginning of the COVID-19/coronavirus pandemic, have you spent more or less on products from premium/luxury brands online?
Which of these things have you done on social media in the past month?
The following questions are about yourself: Which of the following kinds of sports are you interested in, e.g., on TV or in magazines?
Which of the following topics are you interested in?
Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.

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Luxury shopping in Italy 2021

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