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Western Europe

The Top 15 Luxury Brands European Gen Z Want to Own

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When they can name any brand, these are the luxury brands European teens and young adults most want to own…

TL;DR

  • Overall, the luxury brand European 13-24-year-olds want to own the most is Gucci—young adults especially
  • Louis Vuitton working actively to keep on Gen Z’s want-to-own radar, especially with sports collabs
  • European teens name Nike and Apple as top luxury brands they want to buy—showing their generational definition of luxury
The luxury industry’s growth is slowing compared to the massive growth it had in the post-COVID “revenge spending” years. But that doesn’t mean young consumers in Western Europe have turned their back on buying from top luxury brands. Despite their budget mindset, this generation is used to owning items from luxury brands, and YPulse data...

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