The 20 Luxury Brands Millennials & Gen Z Most Want to Own

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We asked 1000 13-34-year-olds to tell us the luxury brand they want to own most, and ranked their top desired products and labels…

Young consumers today have a shifting definition of luxury, and luxury brands are facing an uphill battle with these young consumers, who don’t automatically think a high-end heritage brand is cool because it has a high price tag, and often value travel and experiences over costly jewelry, shoes, and bags. Conspicuous consumption is also less appealing to the young people who came of age during the Great Recession: according to a recent Ypulse monthly survey, 81% of 13-34-year-olds agree “Showing off expensive things you have bought on social media is not cool.” We’ve also found that Millennials and teens are more drawn to the words "High Quality" and "Durable" when purchasing items and are not as impressed when items are described as "Exclusive" or "Luxury."

But last year, more luxury brands began to make changes to products and marketing to focus in on Millennials and Gen Z. Some are turning to new influencers to form relationships with Millennials and Gen Z before they become the core luxury demographic, while others are embracing accessibility or technology to appeal. And while young consumers might not value luxury brands in the same way previous generations did, they’re not necessarily averse to them: only 30% of 13-34-year-olds say their parents care more about owning luxury brands and products than they do, and 46% say they will feel successful in life when they are able to afford luxury brands and products. To see which luxury brands they actually want, we asked 1000 13-34-year-olds, “What is the luxury brand you most want to own?”* Here are the 20 that were mentioned the most:

*These were open-end response questions to allow us to capture the full range of 13-34-year-olds’ most-desired luxury brands. As with any qualitative question, the responses include those that are top of mind and those that are most wanted. The lists are ordered according to number of responses received, and alphabetically when ties occurred. 

What Is the Luxury Brand They Most Want to Own?

13-34-year-olds

  1. Apple
  2. BMW
  3. Tesla
  4. Audi
  5. Mercedes
  6. Michael Kors
  7. Louis Vuitton
  8. Lexus
  9. Gucci
  10. Rolex
  11. Chanel
  12. Coach
  13. Ferrari
  14. Kate Spade
  15. Porsche
  16. Nike
  17. Samsung
  18. Prada
  19. Christian Louboutin
  20. Cadillac

As with so many things, Apple ranks at the top of the list of luxury brands that they would want to own most. “Quality,” “love,” “best,” “technology,” and “design” were all words frequently used in the reasons they picked Apple. One 18-year-old female told us, “They make great beautiful products,” and a 24-year-old male said of the brand, “high quality technology, premium aesthetic, and simple design.” It’s no surprise this top-tech brand ranks above all on the list—of the 55% of 13-34-year-olds who have purchased a luxury product, 23% say it was a tech item, more than any other category.

Interestingly considering Millennials’ reputation for “not caring” about cars, auto brands round out the overall top five list, and make up almost half of the list overall—which also might indicate that this is the category that young consumers associate the word “luxury” with. But not all young consumers are lusting after the same cars: 

Tesla ranks higher on young males’ list, and Audi makes their top five, while not making the top ranking for females. Michael Kors and Louis Vuitton are the two highest ranked fashion brands among young females. Gen Z are slightly less likely than Millennials to name a luxury vehicle brand as the next they want to own, with only two car brands (BMW and Mercedes) making their top five, while three car brands (Tesla, BMW, and Audi) made the top three for 18-34-year-olds.  

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The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI
 

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