The general theme of the sixth edition of “The Luxury Goods Market in Poland” is Polish premium and luxury brands.
In 2015, the group of affluent or rich individuals in Poland reached 969 thousand and their net income increased to PLN 155 billion. The value of the luxury goods market in Poland is estimated at PLN 14.3 bn, which represents an increase of 13% in relation to the previous year. As shown by the sixth edition of the survey conducted by KPMG among affluent and rich Poles, luxury does not always have to come from overseas. In recent years, Polish premium and luxury bands have made a mark on the national market, and some have also achieved success in global markets. Among buyers of premium and luxury goods, more than half claim that the label ‘Made in Poland’ is an incentive to buy.
The reports is based on the results of a study carried out in September 2015 on a group of 305 respondents using the CAWI (Computer Assisted Web Interview) method. The criterion for selecting study respondents was a gross monthly income in excess of PLN 7.1 thousand. Additionally, KPMG in Poland also surveyed companies owning Polish premium and luxury brands, as a result of which we received 24 questionnaires. Representatives of the selected companies answered questions regarding subjects such as the history of their brand, the situation in the given market segment, obstacles limiting growth, marketing communication channels, client characteristics, and the role of foreign markets. The report also presents a list of leading Polish premium and luxury brands, which is based on analysis of more than 100 subjectively selected brands. The report also used data published by Euromonitor International, Eurostat, GUS, the Ministry of Finance, the Polish Sailing Association, Credit Suisse and Economist Intelligence Unit.
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