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<!DOCTYPE html PUBLIC "-//W3C//DTD HTML 4.01//EN" "http://www.w3.org/TR/html4/strict.dtd">
The Luxury Goods Market
in Poland
KPMG IN POLAND
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3
The Luxury Goods Market in Poland
Contents
1
Introduction
5
2
Keyindingsfromthesurvey
7
3
Aboutthesurvey
11
3.1
Researchobjectives
11
3.2
Researchmethodology
11
4
Whatareluxurygoods?
13
5
Theglobalmarketofluxurygoods
15
5.1
Thesizeandgrowthprospectsofthegloballuxurymarket
15
5.2
Keyplayersonthegloballuxurymarket
17
6
Poland’sluxurymarket:volumeandprospects
23
6.1
Richandafluentindividuals
26
6.2
Aspirers
29
7
GloballuxurybrandsinPoland
33
7.1
Luxurycars
35
7.2
Jewelleryandwatches
37
7.3
Clothing
41
 
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4
The Luxury Goods Market in Poland
7.4
Plansandprospectsforthefuture
48
7.5
Ultimateluxury:aprivateairplaneoryacht
51
8
Shoppinghabitsofhighearners–surveyindings
55
8.1
Respondents’characteristics
56
8.2
Interestinluxurygoods
58
8.3
Awarenessofluxurygoods
63
8.4
Volumeandstructureofspendingonluxurygoods
69
8.5
Lifestyle,workandleisure
72
8.6
Taxation
75
8.7
Investmentsinluxurygoods
78
8.8
Factorswhichdeterconsumersfrombuyingluxurygoods
79
9
InterviewswithrepresentativesofluxurygoodssellersinPoland
81
10
Summary
85
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5
The Luxury Goods Market in Poland
Introduction
The Polish market of luxury goods has not been analysed comprehensively and in depth with regard
to aspects such as volume, diversity, growth prospects as well as purchasing habits of the most
afluent consumers. Meanwhile, the last decade has seen the arrival of thousands afluent Poles
whose income allows them to purchase super premium products and services on a regular basis.
This report is the irst ever large-scale analysis of the luxury goods market in Poland, from
the perspective of major global brands and their distributors, as well as buyers. We have assessed
the scale of spending on luxury goods and identify who buys them most frequently, how often
and where. The report also reveals which luxury brands enjoy the highest awareness.
The luxury goods market in Poland seems to have optimistic growth prospects. One reason is that
only a half of the world’s major luxury brands are directly present in Poland while the population
of potential buyers and their level of income is going to increase as Poland’s economy grows
stronger, with the living standard getting closer to European average.
Given the singularities of the luxury market, its enormous diversity and subjectivity in perception
of what makes a product ”a luxury item” (the perceptions among high net worth individuals are
quite different than those reported by moderately afluent people), this report does not claim
to exhaust the subject. Nevertheless, we believe it will provide a useful point of departure
for further analysis and discussions.
We do hope that this report will help readers gain a better insight into this exciting and promising
segment of the Polish market.
Andrzej Marczak
Partner
Tax
KPMG
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