YPulse recently explored The Dupe Mindset among Europeans Gen Z and Millennials and found that these gens are attached to luxury products. Even with the popularity and affordability of a good dupe, three in five believe original products are still more desirable. This can be explained by the fact that Western Europe is the home of the biggest luxury brands in the world, so these gens are growing up in an environment where high-quality products are irreplaceable. So, with young Europeans still excited at the prospect of owning luxury brands one day despite the rise of dupes, brands need to know which ones they have their eyes set on. In YPulse’s recent Luxury survey, we ask 13-39-year-olds which luxury brands they’d like to own the most. But instead of asking young Europeans to choose from a given list of labels and maisons, the question was asked as an open-end, allowing them to name any brand, to best capture what they perceive as luxury.* While traditional luxury brands like Gucci,...