After years of significant growth—remember the revenge spending era?—the luxury market is going through a period of turmoil with a decline in demand and rising prices. From an increased curiosity toward lesser-known luxury brands (ever heard of Charvet or Flabelus?) to wanting more luxury accessories, Gen Z is often credited for the latest trends in the industry. And it makes sense that all eyes are on Gen Z’s relationship with luxury brands since this gen is shaping the future of the industry—and arguably its present, too. So, more than ever, luxury brands, and any brand wanting to know what’s going on in this leading industry, should pay attention to what the next generation of luxury shoppers want. In YPulse’s most-recent WE Luxury survey, we ask European 13-39-year-olds which luxury brands they’d like to own the most. And to best capture what young consumers think are luxury brands, we ask the question as an open-end, meaning our respondents can name absolutely any brand they want, allowing us to see what brands...