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The Top 12 Luxury Brands Gen Z Wants to Own Heading into 2026

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For Gen Z, luxury is a mix of high–end and non-traditional brands where Apple and Gucci both feel aspirational… 

TL;DR

  • Gen Z’s most-wanted luxury brands are determined by how something makes them feel, not just how much it costs
  • Coach has climbed its way back to the top, especially with young females
  • Nike, Lululemon, and Apple sit alongside traditional luxury brands for Gen Z’s most-wanted
For Gen Z (and even younger Millennials), luxury doesn’t just mean designer price tags—it’s all about the experience and emotion behind the buy. In fact, YPulse’s Luxury report shows 69% of 13-39-year-olds agree, “Luxury is a feeling, not a thing.” Young consumers see “luxury” as anything that lets them treat themselves, whether that means splurging...

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