NEW GEN Z 101: Unlock & Outlast Microtrends

WE Luxury Report

Dec 20 2021

As young Europeans’ finances recover from the pandemic, so is their interest in high-end brands and products. But with price still a barrier to entry, Gen Z and Millennial shoppers in Western Europe want luxury brands to be more accessible—and contemporary. In this report, we take a closer look at young consumers’ shopping priorities right now, their attitudes towards the luxury industry, and how they feel about luxury brands focusing on affordability and accessibility.

Download the full report for insights on: 

  • Gen Z and Millennials current interest in luxury, and how many are buying luxury now
  • How young consumers are planning to spend money this year compared to last
  • Young consumers’ preference for accessibility and relatability—and how brands are responding

Report length: 13 pages

Based on a survey of 1300 13-39-year-olds in the U.K., France, Germany, Spain, and Italy, fielded in October 2021 

Additional survey content for Pro users: the most expensive thing young consumers have purchased this year, the luxury brands they most want to own, the characteristics they associate with luxury, the types of luxury products they’ve purchased, and the types they want to own. 

Survey content for pro users also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, Country, Urban/Rural Status, and Parent.

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