Whitepaper – Generational Luxury

Luxury growth will not be won by louder campaigns. It will be won by brands that understand how different generations want to be engaged with. Generational change is not a youth trend. It is a change in the full client system.

Luxury is moving into a more demanding period. The latest full-year picture shows a luxury market that remains broadly resilient, but with weaker growth and a more selective client base. Overall spending has remained relatively stable, while personal luxury goods have seen a modest decline. At the same time, the number of active luxury clients has fallen noticeably. Luxury is not collapsing. It is becoming more concentrated, more selective and more exposed to the quality and relevance of the client relationship.