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The Top 15 Luxury Brands European Gen Z Want to Own

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

Written and Edited by the YPulse Editorial Team

Sep 24 2024
Western Europe

KEY TAKEAWAYS

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 shows that 61% of European Gen Z and Millennials have already purchased luxury products. Plus, other research estimates Gen Z is on track to account for about a third of the luxury products market by 2030. So, even if luxury brands are currently experiencing a...