Young Europeans are buying luxury—but not necessarily at full price. Four stats tell the story… YPulse has long tracked how Millennials are redefining the definition of luxury with both their behavior and attitudes toward high-end goods—and how Gen Z has followed in their footsteps. Many have feared that these generations would kill luxury altogether, and the financial toll of the pandemic didn’t help matters at all. Global luxury sales dropped 23% in 2020 for a loss of €64 billion ($79 billion), the market’s largest-ever fall and the first decline since 2009. But as life (and employment) begins to normalize...
