- Report
- Behavioral
- Report
- Behavioral
North AmericaWestern Europe
Luxury Report
For Gen Z and Millennials, the idea of luxury is not just about expensive products with classic logos. Rather, they think more about things that make them feel good and help them express their identity. But while young people do want to purchase high-quality luxury items when they can afford it, their budgets and flexible definition of luxury have helped make “dupes” one of the biggest retail trends. So, how can luxury brands showcase their unique value proposition to Gen Z and Millennials?
In this year’s Luxury Report, YPulse reports on how many Gen Z and Millennials have purchased luxury products, and why, what young consumers most want to see from luxury brands, and what brands can do to entice young consumers to buy real luxury over their dupes.
Download the full report for further insights
- What drives young consumers to buy luxury goods
- The types of luxury products they’re most interested in buying
- How young consumers feel about preowned / secondhand luxury products
Report length: 22 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded in July and August 2024. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in July and August 2024
Additional survey content for Pro users: What product labels young consumers would pay more for (e.g. sustainable, vintage, fair-trade, etc.), how often young consumers purchase luxury goods, and what luxury items they’ve most recently purchased.
The Data File also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, POC, Country, Urban/Rural Status, LGBTQ+, and Parent.
Recent years' reports on this topic
- 2025Luxury Report
- 2023Luxury Report
- 2022Luxury Report
- 2021Luxury Report
- 2020Luxury Report