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Western Europe

3 Examples of Luxury Brands Using Experiences to Reach Young Europeans

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These three examples show how luxury brands in Western Europe are doubling down on ways to reach young consumers through experiences…

TL;DR

  • Most young Europeans would rather spend their money on experiences than products
  • Prada opened a pop-up cafĂ© in London to connect with Gen Z and Millennials
  • Dior launched a spa on an iconic Scottish train line, while Fendi took over the design of a beach resort in Spain
YPulse has long told you how Gen Z and Millennials are big into experiences, and data from our recent WE Experiences Report confirms the trend: just over seven in ten European Gen Z and Millennials would rather spend their money on experiences such as concerts and trips over material items. Luxury brands especially took notice...

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