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Western Europe

The Top 6 Luxury Brands Gen Z in the U.K., France, Germany, Spain, and Italy Want to Own

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From Ferrari to Prada to Louis Vuitton, these are the top six luxury brands European 13-24-year-olds most want to own…

TL;DR

  • Gucci is the top luxury brand European Gen Z teens and young adults most want to own overall
  • Italian Gen Z aspire to own a Ferrari, more so than their European peers
  • Spanish Gen Z see Apple as a luxury brand, and iPhone is a top luxury brand they want to own
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...

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