For young consumers, luxury is about treating themselves, whether that’s through splurging on a designer bag, scoring a second-hand piece, customizing something one-of-a-kind, or even limited edition items from a brand older gens might not even consider luxury. Their relationship with luxury is, of course, shaped by affordability and accessibility—meaning dupes are sometimes their preference—while high-end brands still feel aspirational, like a marker of success.
In YPulse’s 2025 Luxury report, we explore how often young consumers are buying luxury, what motivates them to spend more than usual, and how brands can stay relevant as luxury evolves.
Report length: 19 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded July 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in July 2025
