Luxury Consumer Insights

Authored by Lynn KEYROUZ

Understanding the brand strategy of Bulgari: What Luxury Consumer Insights Show

​

​The foundation of customer loyalty and engagement in the luxury watch business is brand perception. The Italian fashion and innovation firm Bulgari wants to know how its audience responds to its brand. Important consumer views are revealed by our study, which helps Bulgari better understand how to appeal to its customers and build stronger relationships with them.​​​​​​​​​​​​​​

​

​

The Aspirational Pull Among Diverse Audiences

​

Bulgari's association with "timeless Italian craftsmanship" and "chic sophistication," as perceived by respondents, suggests that the company has effectively developed a desired and appealing identity. This shows a new opportunity  to develop brand loyalty early on and further engage younger people.

​

​

​

An Icon of Elegance and style 

The words "luxurious," "innovative," and "high-quality" were the most frequently used when asked to define Bulgari in three words. This empahzises Bulgari's branding as a brand that combines modernity and tradition. The Serpenti collection was especially emphasized by respondents, who linked it to sophistication and empowerment. The company's utilization of striking patterns and architectural features continues to be a crucial difference, drawing in customers who appreciate luxury and artistry.

​

​

Having an Impact on Purchase Decisions

The results of the survey conducted indicate that the most important elements affecting decisions to buy were design/style (54.3%) and product quality (60%). Price was mentioned less often (5.7%), but the significance of exclusivity and brand reputation (48.6%) shows how well Bulgari reflects the ideals of affluent customers. Notably, "self-indulgence" became the primary justification for buying Bulgari goods, highlighting the brand's contribution to achieving individual goals.

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

Possibilities for Growth: Improving Experiences and Resolving Issues

Although 45.7% of those surveyed had bought Bulgari merchandise, a sizable percentage had either never heard of the brand before or had received it as a gift. Most people gave Bulgari's customer service a 4 out of 5, which is a  very positive rating.

Bulgari does provide personalized services, particularly for its high-end clientele. The brand is known for creating tailored experiences, such as exclusive appointments, customization options, and VIP events, all aimed at deepening customer engagement. However, based on this survey, they could expand further to turn infrequent customers into loyal brand advocates.

For instance:

• Bulgari's existing personalized services may focus more on their top-tier customers, leaving room to extend similar offerings to a broader audience.

• Special in-store events might be an area for growth, where Bulgari could target new or infrequent buyers with experiential marketing.

​

​

​

​

​

​​

​

​

​

​

​

Integrating Contemporary Consumer Values

Even though Bulgari is known for its luxury and legacy, changing consumer values like sustainability and moral behavior are becoming more and more significant. By including these components in its story, Bulgari may be able to attract more eco-aware customers, particularly from younger demographics specially Gen Z.

Conclusion

Clients are moved by Bulgari's classic craftsmanship and cutting-edge designs, but there is room to grow their allegiance through tailored experiences and adherence to contemporary ideals. By utilizing its unique character and responding to growing market demands, Bulgari can continue to prosper as a symbol of Italian luxury and sophistication in the competitive luxury watch industry.​​​​​​​​​​​​​​​

​

​

​​

Appendix: