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

Here it is, the MOST clicked article of the year so far. Available in full to all our readers for free content week! Enjoy!

(Click here to see another one of our most clicked articles of the year!)

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.  

Want to access insights on Millennials and Gen Z just like this every day? Simply click here to find out more about becoming a subscriber.

To download the PDF version of this insight article, click here.

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

Which brands had the most YouTube subscribers in 2018? In media, Warner Bros. topped the list with 6.4 million subscribers, followed by BBC and ESPN. Apple beat out last year’s winner for tech PlayStation, while Red Bull and Ford remained the reigning champs of food and beverage and automotive, respectively. Finally, Nike was first place in the clothing category for the second year running, with 30,000 more subscribers than their closest competitor, Adidas. (Tubefilter)

A “Little League for esports” is fostering future esports stars—and fans for life. Super League Gaming is bringing some much-needed organization to youth competitive gaming, building teams of young Minecraft, League of Legends, and Clash Royal players, helping them train and compete. But the program isn’t just for the next Ninja; just like traditional sports, kids get a sense of community among like-minded friends. (AP News)

Nielsen reports that Millennials actually consume less media than older demos, but more of it is digital. While the average adult consumes over ten hours of content a day, 18-34-year-olds spend less than eight hours with media. And the heaviest smartphone users are 35-49-year-olds, who spend 20 minutes more each day on average with their phones than Millennials. However, the younger demo does spend 44% of their media time with digital devices, more than older demos that spend more time with TV as they age up. (THR)

Vitaminwater is wagering $100,000 that you can’t give up your smartphone for a year. Contestants have to disconnect from internet-enabled devices where “texting is a pleasant experience” for 365 days and post a pic to Twitter or Instagram explaining why they need the digital detox. And when the year’s up, they have to prove it. Considering that 65% of 13-36-year-olds told Ypulse they would be unable to unplug from their smartphones for a week, earning that $100,000 may be harder than they know. (Fortune)

Hard seltzer revenue skyrocketed over 400% over the past 18 months. White Claw leads the way for the category with top-of-the-results organic search (they’re the number one Google result for “hard seltzer”) and a social media presence that focuses on health and wellness-related imagery. Sparkling water is already one of Millennials’ favorite things to drink, and its hard version could rise through the ranks of their top alcoholic beverages. (Gartner)

Quote of the Day: “People call [video game culture] nerdy but I see nerdy as a positive connotation.”—Female, 28, MA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies