2025年法国奢侈品行业调研报告 InternetRetailing France Luxury 2025

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FRANCELUXURY|MARKETDYNAMICS

Marketdynamics

TheFrenchluxurymarketturnsahealthyprofit,drivenbyconsumerslookingfor

cache,valueandexperiences

TheFrenchluxurymarketisinfinefettle.Followingthepandemicturndownin2020–whichsawtotal

revenuesdropsignificantlyfrom€19.1bnto€14.8bnasconsumerconfidencetemporarilyfloundered

–recoveryacrossthesectorhasbeenstrong.By

2022,revenueswereabove€26bnandby2023wereapproaching€30bn.

Profit,too,hasfollowedasimilartrajectory,risingbyastaggering€10bnbetweenthepandemicnadirof€9.6bnin2020tohitting€19.5bnby2023.

BothrevenueandprofitfortheFrenchluxurysectorhavekeptpacewiththewiderFrenchretailmarket,withrevenuesoftheluxurysectorconsistently

around30%behindthoseofthewholeFrenchretailmarket–demonstratingjusthowsizeabletheFrenchluxurymarketis.

Thesectorisalsohighlyprofitable.Profitability–theratioofprofittorevenue–forthesectorhasmaintainedalevelofaround67%to68%acrossthepastfouryears.In2023thattickedupto70%andagainridesalonginlinewiththewiderFrenchecommercemarket.

Thisisareflectionofhowluxury,too,isnowa

significantonlineretailsector.Pre-pandemic,luxurybrandstendedtokeeponlineatarmslength,

Totalrevenue(bnEUR)

FranceluxurylistVsFrenchretailers

40.2

39.5

26.5

28.5

26.3

19.2

21.6

14.8

FranceluxurylistFrenchretailers

28.1

2019

2021

2020

2023

2022

RetailersintheFranceLuxuryLargest50list.Aretailerisconsideredfrenchwhenitisheadquarteredinthecountry

Grossprofit(bnEUR)

FranceluxurylistVsFrenchretailers

28.1

27.3

18.3

17.7

13.2

14.2

12.9

FranceluxurylistFrenchretailers

19.5

2020

2021

2019

2023

2022

RetailersintheFranceLuxuryLargest50list.Aretailerisconsideredfrenchwhenitisheadquarteredinthecountry

3|InternetRetailing|April2025

4|InternetRetailing|April2025

tradingonthespectacleandtheatreofthein-storeexperience.Post-pandemicthathasshiftedand

thesectorisnowonethatisathomeonlineasitisinstore–astooareitscustomers.

TheprofitabiIityofthesectorreflectshow,despitehighercosts–ofmaterials,marketing,realestateandmore–theluxurysectorismanagingtosellsufficientvoIumeandasufficientIyhighprice

tocompeteintermsofprofitabiIityatIeastwithmainstreamFrenchretail.

WHATDRIVESTHEMARKET?

ThisprofitabiIity一infactthesuccessoveraIIof

theFrenchluxurysector–isdrivenbyarangeof

economicandconsumer-habit-basedfactors.Asweshallseethroughputthisreport,howconsumers

behaveandwhattheywantfromgoodsisdrivingboththemainstreammarketaswellashelpingluxurycarveoutalucrativenichealongsidethis.

Theprimarydriversareaconsumershifttowards

wantingexperiences,coupledwithsustainabilityandethicaIconsiderations.Luxuryoffers1retaiItheatre,initsstores,aswellasthebrandsthemselvesallowingpurchaserstocreatetheirownonlineexperiences

ofbuying,unboxingandshowingofftheirIuxurypurchasesonsocialmedia.Luxurybrandsarealsoadeptatcreatingpersonalisedinteractionsthat

consumersvalue.

Thisrunsalongsideagrowingdesireamongmany

consumerstobuymoresustainableandlong-livedproducts.Luxurybrands,particularlyinfashionandappareI,offeraweIcomeantidotetofastfashionandthatshowsinthelevelofsales.

Grossprofitasashareoftotalrevenue(%)FranceluxurylistVsFrenchretailers

FranceluxurylistFrenchretailers

RetailersintheFranceLuxuryLargest50list.Aretailerisconsideredfrenchwhenitisheadquarteredinthecountry

source:RetailxRetailx2025

RXSLXFR25RP-CX-19-V8

Thisallsitsagainstabackdropofimproving

digitaltechandecommerceand,somewhat

counterintuitively,pricesensitivity.AI-powered

marketingandbetterecommerceisallowingluxurybrandstoreachawideraudiencewiththekind

ofitemsandsalespitchthatisattunedtotheseconsumermores.

Similarly,asconsumersbecomemorefocussedonpriceamidstthecost-of-livingcrisisthatcontinuestoimpactEurope,sovalueformoney,ratherthanprice,comestothefore.

Thisagaindrivesshopperstobuylong-lived,singleluxuryfashionitemsratherthancheap,throw-awayalternatives.Thisisparticularlytruewithcosmetics,wherevalueandethicsaroundproductionleadhowshopperschooseproducts.

FrenchluxurybrandsarealsoseeinggrowingsalesinemergingmarketssuchasChinaandIndia,wheretheirbrandnameshavenewcache.ThisrichexportmarketforFrenchluxurybrandswasalsogivena

boostbytheParisOlympicsintheSummerof2024,whichgreatlyenhancedtheglobalviewofFrance.

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FRANCELUXURY|MARKETSEGMENTS

5|InternetRetailing|April2025

Marketsegments

Dominatedbyfashionandapparel,

typicallyfromwell-knownbrands,the

Frenchluxurymarketisalsostartingtoseesomespecialistsemerge

TheFrenchluxurymarketis,asisthecaseinmostregions,dominatedbysalesoffashionandapparel.Withmorethanathird(36%)ofFrenchconsumerspurchasingfashionoraccessories,thissegmentisaclearfavouritewithshoppersandisoftenviewedastheepitomeofwhatconstitutesluxury.

However,luxurysportsandleisureaccountsforanotdissimilar33%ofluxurypurchasesmadebyFrenchshoppers.Hereitisworthnotingthatalargechunkofthesesalesareindeedessentiallyfashionapparelinallbutname.Theriseofsportswearasfashionandthecontinuingpopularityofathleisurewearhasseenthissegmentoftheluxurymarketriseconsiderably

–oftenmovinganumberofluxurysalesfromthetraditionalfashioncolumntothatofsports.

Takencollectively,however,sportsandleisureandfashionandaccessoriesarepurchasedbyalmost70%ofFrenchluxuryconsumersandmakeupthebulkofsalesfortheluxurysectorinthecountry.

Notably,theothersegmentsoftheluxurymarketthatalsogarnerarespectablechunkofthemarketarecosmeticsandbeautyproductsandjewellery

–eachbeingpurchasedbymorethanaquarterofFrenchluxuryshoppers.

LuxurygoodspurchasesbycategoryFrance

Basedon361respondentsinFrance(aged25-65),Feb2025.surveysconductedinFrench.Question:'Inthepast12months,inwhichofthefollowingcategorieshaveyoupurchasedaluxurybrand?'

source:consumerxRetailx2025

RXSLXFR25RP-CX-15-V2

Adistinctsub-genreofjewellerythatgarners

considerableinterestfromconsumersareluxury

watches.Thesehavelongbeenseenasnotonly

nicepieces,butalsoasinvestmentsthatgainvalueovertime.Whilethistrendcontinues,thereisan

oversaturationofinvestmentpurchasesinwatcheswhichhasseenthemarketcorrectsincetheboomtimesof2020to2022.Theon-goingcost-of-living

crisisthatcontinuestocastashadowoverconsumermarketshasalsoseeninvestmentinluxurywatchesdwindleasconsumersseekcheaperalternatives.

Thatsaid,betweenthem,fashion,leisurewear,

cosmeticsandjewellerystillmakeupthelion’sshareofwhatFrenchluxuryshoppersarebuying.Howeverthereareothersegmentsencroachingonthese.

Increasingly,high-endconsumerelectronicsare

alsoattractingconsumerbudget,withmanyoptingtospendthatlittlebitmoreonhigherspecphones,tabletsandlaptops.Thereisalsoaconsumerpushtowardshealthandfitnesstech一fromhealth

monitoringwearablesthroughtohigh-end,high-techexerciseequipment–thatisalsodrivingthisspend.

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FRANCELUXURY|MARKETSEGMENTS

6|InternetRetailing|April2025

THEIMPACTONBRANDS

Thisgrowingspendonluxuryconsumerelectronicsisnotreflected(yet?)inthebrandsfavouredby

Frenchluxuryshoppers.Thatlistis,aswouldbe

expectedgiventhemaincategoriesthatshoppers

spendon,dominatedbyfashionandapparelbrands.

However,mostofthebrandsthatdominatethis

listhavelongsincebranchedoutintoalsosellingaccompanyingaccessories,jewellery,leather,

watches,beautyandcosmeticsand,insomecases,consumerelectronics.

ThelistofluxurybrandsshoppedbyFrench

consumersisdominatedbyFrenchbrands:Hermes,Lacoste,LouisVuittonandDiormakingupthelionsshareoftheTop10largestbrandsbywebtrafficinFranceandallareHQ-edin-country.

FashionhousesDior,ChanelandYvesSaintLaurenowetheirpopularitywithFrenchshopperstosellingfashionandapparel,butalsoeachisnotedfortheirfragrances.Infact,thebulkofthelistofbrands

favouredbyFrenchconsumerscentresaround

fashionbrandsthatpredominantlysellapparel,butwhichalsohavealargerangeofgoodsacrossall

segmentsoftheluxurymarket.This,alongwiththeirimmenselyrecognisablebrandingandworldrenown,explainswhytheyaresopopular.

However,non-domesticbrandsalsoplayasignificantrole.CalvinKleinandHugoBossmakeastrong

showingamongthebrandschosenbyFrenchluxuryshoppers,drivenbytheirminimalistaestheticsanddirecttoconsumersales,bothonlineandthroughflagshipstoresacrossthecountry.

CalvinKleinwhichisshoppedbyathird(33%)ofFrenchluxuryconsumershascarvedoutanicheforitselfthroughitsunderwearandathleisurewearlines,whichcontinuetobepopularwithyounger

Frenchshoppers.HugoBoss,boughtby29%of

Frenchshoppers,ispopular,conversely,witholder,professionalsseekingbusinessandbusiness-casualattire.Bothbrandsalsosellalotoffragrances,withperfumesaccountingforaround25%ofCalvinKleinsalesand13%ofthoseofHugoBossworldwide.

Themarketishoweverincreasinglyimpactedby

VestiaireCollective,amarketplaceforsecondhandandvintageluxuryclothingthathascometotheforeastheonlineretaildestinationofchoiceformanyshoppersasitallowsforaffordableaccesstoluxurygoods.

SPECIALISTSAMONGTHEM

VestiaireCollectiveisjustoneofanumberofmore

specialistluxurybrandsthatarepopularintheFrenchmarket.EyewearcompanyRay-Banisextremely

popularthankstoitsiconicstyleandcoolreputation,whilecosmeticsandbeautybrandLOccitaneand

watchsellerRolexalsomakethelist.Thesespecialist,however,havemorenicheappealwithconsumersthanthebigbrandsmentionedabove.

WhatisinterestingisthepresenceofVestiaire

Collective,MytheresaandHarrodsonthelist.Theseareallretailersratherthanbrands,sellingacrossthesegments,butmakinganameforthemselvesas

one-stop-shopandoff-thepegluxuryretailers.

VestiaireCollectiveisparticularlyinterestingasitactsaplatformormarketplacewhereindividualscanbuyandsellpre-ownedluxuryfashionatrendinthe

sectorthatcontinuestoslowlygaingroundwithcash-consciousshoppers.

calvinKein

HugoBossDior

chanel

yvessaintLaurent

Armani

Ray-BanL'occitane

pandora

Gucci

Burberry

33%

29%

28%

25%

19%

17%

17%

16%

16%

15%

11%

prada6%

LuxurygoodspurchasesbybrandFrance

coach4%

Role6%

vestiairecollective4%

Barbour3%Mytheresa%

15%

Harr。ds%Noneoftheabove

Basedon361respondentsinFrance(aged24-65),Feb2025.

surveysconductedinFrench.Question:"whichofthefollowingbrandshaveyoupurchasedfrominthelastthreeyears?

source:consumerxo0oRetailx2025

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FRANCELUXURY|CONSUMERBEHAVIOUR

7|InternetRetailing|April2025

Consumerbehaviour

Frenchconsumersareincreasingly

shoppingonline,butitisthosethatare

seekingsustainabilityandvalueformoneythatareincreasinglydrawntoluxury

Withecommerceoneofthebiggestdriversof

luxuryshopping’spost-pandemicrenaissance,it

isimportanttoassessFrenchconsumers’overall

attitudetoonlineshoppingbeforedelvingintohowtheyshopforluxuryproducts.

Twothirds(68%)ofFrenchconsumersareshoppingonlinemorethanonceamonth,with1.2%doingsodailyandalmostafifth(19.2%)doingsoeveryweek.Thebulk–42.4%–areshoppingonlineatleastonceamonth,showingthatlikemostmarkets,ecommerceisacornerstoneofFrenchretail.

Spending-wise,theyaretypicallyspendingupto

€120amonthonline–with49%ofthemdoingso.Animpressive24%arespendingbetween€120and€300eachmonthonline,showingthatthebulkofFrenchconsumersaremoderateonlinespenders.

However,itisthe22%whospendbetween€300

and€1200+eachmonththatarepotentiallythe

mostpertinenttotheluxurysector.Thesebigonlinespendersaremorelikelytobethetargetcategorythatthesebrandsareseekingtoattract.Thatsaid,asweshallsee,Frenchconsumersaren’tlookingnecessarilyforabargainonlineandeventhoseinthelower

FrequencyofonlinepurchaseFrance

24%

19%

7%

3%

3%

1%

42%

oh

O

etha

th

O

thesst

O

O

nce

nce

Cnc

y

th

ths

Basedon500respondentsinFrance(aged25-65),Feb2025.surveysconductedinFrench.Question:'Howoftendoyoushoponline?'

source:consumerxRetailx2025

RXSLXFR25RP-CX-1-V4

MonthlyonlineshoppingspendFrance

44%

24%

15%

7%

4%

5%

Lessthan12

300-600

600-1200

Morethan1,200

Basedon470onlineshoppersinFrance(aged18-65),Feb2025.surveysconductedinFrench.Question:'Inthelast12months,howmuchhaveyouspentonaveragepermonthononlineshopping?

source:consumerxowoRetailx2025

RXSLXFR25RP-CX-12-V1

8|InternetRetailing|April2025

spendingcohortsarealsoattractedtoluxuryshopping.Theseoccasionalshoppersareperhapsthemost

interestingtoluxurybrandsastheyrepresentwhere

growthforthesebrandswillcomefrom.Theyhavealsobeenthedrivingforcebehindtheriseof1affordabIe

Iuxury,offeringsthatseektosatedemandforIuxurygoodsthataresustainableandethicalwithinthecost-consciousnessseeninthecurrenteconomicclimate.

WHYTHEYBUYLUXURY

Theoverridingdriverofconsumersbuyingluxury

productsoverstandardonesliesinquality–which

isdeemedtobethemainreason58%ofFrench

consumerschooseluxurygoods.Thisfaroutstripsallotherreasons,suchastrustinthebrandandenduringand/orresalevalue–eachofwhichaccountforaroundathird(35%and31%respectively)ofluxurysales.

Inaworldoffastfashionandquickcommerce,

quaIityandIongevityareinterestingdifferentiatorsinthemarketandwithahealthynumberofFrenchconsumersmotivatedbythis,luxurybrandshavegarneredasignificantchunkofthemarket.

Whenlookingmoredeeplyatthereasonsbehind

consumerchoiceofluxury,thisperceivedquality

translatesintohowshoppersofthesegoodswantto

bemoresustainable.Astaggering84%ofFrenchluxuryshopperschoosetobuyluxurybrandsbecausethey

seethemasmoresustainable.Whencouplingthisdatawiththatofwhattheybuy,itbecomesclearthatluxuryfashioninparticularisbeingpurchasedinantithesis

offastanddisposablefashion.Thiscanbeseenasadifferentiatoramongshoppers一thosethatwantboththecacheanduniquenessofstandingoutfromthe

crowd–andthatwell-madeitemsaregoingtolast

longerandso,despitecostingmore,arebettervalue.

whatdrivesluxurypurchasesoverstandardproductsFrance

Thep

Basedon500respondentsinFrance(aged25-64),Feb2025.surveysconductedinFrench.Question:'Forwhatreasonswouldyoubuyluxuryproductsratherthancheaperalternatives?'

source:consumerxRetailx2025

RXSLXFR25RP-CX-13-V1

whatdrivesluxuryshoppinghabitsFrance

I'minterestedinbuyingsustainableproducts

I'minterestedinrepairschemes

I'minterestedinbuyingsecond-handproducts

Luxurybrandsarecommittedtosustainability

minterestedinrentingpr。ducts

26%

32%

15%

IPreferproductsmadeinmycountry

39%

11%

42%

14%

38%

14%

29%

24%

20%

don'tknow

stronglydisagreeDisagree

Impartial

Agree

stronglyagree

Basedon361respondentsinFrance(aged19-67),Feb2025.surveysconductedinFrench.Question:'Regardingyourluxurypurchases,towhatextentdoyouagreewiththefollowingstatements?

source:consumerxRetailx2025

RXSLXFR25RP-CX-2-V2

9|InternetRetailing|April2025

HOWLONGWILLTHISLAST?

Thisbalancebetweencostandvalue–and

sustainability–lookstohavereachedabalancepointintheFrenchluxurymarket.Datashowsthat57%ofFrenchluxuryshoppersareplanningonmaintainingtheirlevelofspendingonluxurygoodsinthecomingyear,aclearmajority.Only9%aresettoincreaseandathird(34%)saytheywillspendless.

Asmightbeexpected,themainreasonswhyshopperswhoareplanningtospendlessaresettodosoliesinbeingunabletoaffordthesegoodsand/orareinsteadbuyingcheaperalternatives.

Betweenthem,thesetwofactorsarecitedbynearly

90%ofthoselookingtospendlessonluxuryinthe

comingyear,with48%ofthemsayingthatthesegoodsarenolongeraffordable.

Thecost-of-livingcrisisthathasplaguedEuropean

marketssincetheenergycrisisinculcatedbyRussia’s

invasionofUkrainein2022continuestoimpactboth

spendingandconsumerconfidence.Theuncertainty

aroundincomethatthisloweredconfidencebrings

stymiesspendinginluxurybythoseconsumersthat

aren’tintheupperspendingbracketofonlineshoppers.

Thiswillalwaysbeanimpactorontheaffordableluxuryendoftheluxurymarket,astheshoppersitseeksto

addresssitonthecuspofbeingableorwillingtopaymoreforhigherqualityandmoreuniquegoods.

Ontheplussidefortheluxuryindustry,only5%of

shoppersofluxurygoodssaytheywillspendlessduetoabadexperience–sothesectorisperformingverywellintappingintothoseshoppersthatchoseluxurybrandsfortheexperienceandtheatreofdoingso.

ExpectedchangeinluxuryspendFrance

57%

34%

9%

IPlantospendlessbuyingluxury

products

IPlantospendthesameamountIPlantospendmorebuyingluxuryproducts

Basedon500respondentsinFrance(aged28-61),Feb2025.surveysconductedinFrench.Question:'consideringretailers'warningsofpriceincreases,howdoyouexpectthistoaffectyourluxurypurchasesintheupcomingyear?

source:consumerxowoRetailx2025

RXSLXFR25RP-CX-8-V2

ICannolongeraffordluxury48%

ambuyingcheaperalternatives41%

IWillbuysecond-handluxuryproductswhere

12%

previouslyIWouldhavepurchasedthemnew

recentlyhadabadexperiencewithaluxury

5%

productorpurchase

other10%

DriversofchangeinexpectedluxuryspendFrance

Basedon172respondentswhoexpecttospendlessonluxuryproductsintheupcomingyearinFrance(aged24-64),Feb2025.surveysconductedinFrench.Question:"whydoyouexpecttospendlessonbuyingluxuryproducts?'

source:consumerxRetailx2025

RXSLXFR25RP-CX-9-V2

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FRANCELUXURY|CHANNELS&DEVICES

10|InternetRetailing|April2025

Channelsanddevices

Anevensplitbetweeninstore,onlineandmobileluxuryshoppingshows

howomnichannelFrenchconsumershavebecome

HowFrenchluxuryconsumersshopforluxury

itemsshowsthemtobemulti-andomnichannel

fans.Whenaskedthroughwhichchannelsinthe

past12monthstheyhavepurchasedluxurygoods,consumersindicatealmostexactlyequalnumbersforeach–42%in-store,40%onlineonacomputerand40%onlineonamobile.Just9%useatablet,reflectingmuchlowerpenetrationofthesedevices.

Thissplitshowsthatshoppersforthesegoodsare

lookingatallthesechannelsanddevicestopurchasegoods,indicatingthatthereisalevelofwantingto

seekoutluxuryexperiencestypicallyfoundinstoreandadegreeofutilityinwantingtobuythingsontheflydigitally.

Thisevensplitissomethingthatisindicativeofhowtheluxuryindustryworksandthewideningrange

ofconsumersitisattracting.Theinstoreluxury

shoppingexperience–personalised,freeglassof

champagneinbeautifulandtastefulsurroundings–ishardtobeatand,asdestinationretailgoes,isthegoldstandard.However,whilemanyareattractedtothiseitherashigh-spendingregularsorasvalueand

APhysicalstore

onlineviacomputer

42%

40%

onlineviamobile

40%

onlineviatablet9%

LuxurygoodspurchasesbychannelFrance

Basedon361respondentsinFrance(aged26-63),Feb2025.surveysconductedinFrench.Question:'Inthepast12months,throughwhichchannelshaveyoupurchasedluxurybrands?'

source:consumerxowoRetailx2025

RXSLXFR25RP-CX-16-V1

AnnualcontactwithluxurybrandsFrance

Ifollowedabrandonsocialmedia19%

usedin-storeservices18%

Ireadanewsletteremail15%

Ilikedaproductonsocialmedia23%

Imadeapurchasethroughsocialmedia6%

ISentaDMtoabrandonsocialmedia2%

Idon'tknow48%

IClickedonanofferinanemail13%

Basedon500respondentsinFrance(aged23-64),Feb2025.surveysconductedinFrench.Question:'Inthepast12months,haveyouhadcontactwithaluxurybrandthroughthefollowingactivity

source:consumerxeweRetailx2025

RXSLXFR25RP-CX-5-V3

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FRANCELUXURY|CHANNELS&DEVICES

11|InternetRetailing|April2025

experience-seeking1civiIian,shoppers,thereisaIsothepulltobuyluxuryitemsonlineforconvenienceand,whenlookingatcertainwebsites,foradiscount.Thisisalsomakingmobileandonlinehighlypopular.Theriseofluxurymarketplacesandsecond-hand

luxurysitesisalsohelpingtodriveuptheseonlinesales.

Duringthepandemic,mostluxurybrandsand

retailershadtohastentheironlineandmobile

strategiesfromdrawingboardtorealitytocopewithstoreshutteringsduringlockdowns.Thesedigital

locationswereprioritisedandhavebecomegold

standardonIineretaiIsitesofferinganextremeIy

gooduserexperience.Thistooisattractingshopperstousee-andmcommerceasmuchasrealworld

storesasthesetwoofferabetterexperiencethanthatseenintherun-of-the-millworldofretail.

Additionally,howconsumersbecomeawareof

brandsanditemsisalsodrivingamoredigital

approachtoluxuryshopping.Socialmedia

influencers一typicaIIyseenonmobiIe一aIsopromptshopperstostayonthatdevicetoseekoutandbuythegoodsthattheyseetheseinfluencersmarketing.

SOCIALMEDIACHANNELS

Theroleofsocialmediaaroundtheseluxury

brandsisalsogrowinginimportanceforFrenchconsumers.

Whenaskedhowtheycontactandstayintouch

withtheluxurybrandstheylike,23%ofFrench

luxuryconsumerssaidthattheyhaveliked

productsonsocialmedia,while19%havefollowedaluxurybrandontheseplatforms.Some2%haveDM-edbrands.

Interestingly,6%ofFrenchconsumershave

purchasedaluxuryitemthroughsocialmedia,ThisisaseemingIysmaIIpercentage,butasignificantoutlierofwhatmaybetocomeforretailingeneralasagrowingnumberofyoungershopperslook

tonotonlyfollowandinteractwithluxurybrandsthroughsocialplatforms,buttoalsobuygoodsdirectlyfromthoseinteractions.

Luxurybrandsarealreadyexploitingthis,with

well-knownFrenchluxurymarquessuchasChanel,LouisVuittonandDiorbeingparticularlyadeptonInstagram,usingtheirdeeppocketsandquality

productstoproducerichandsumptuousstorytellinginthesemostvisualofmedia.

Thesebrandsarealsousingsocialmediatotargetyoungeraudiences–theirnextgenerationof

customers–throughcarefullycuratedandengagingcontentonplatformssuchasTikTok.

TheroIeofsociaImediainfluencersisaIsoheIpingpropelthesebrandsinfrontofnewaudiences,aswellasbeinganidealplatformtoshowcasenot

onlytheirproducts,butalsotheirsustainabilityandethicalcredentialstoanaudiencethatreallycaresaboutthosethings.

This,aIongwiththeproIiferationofmobiIe-first

generationsbecomingthenextwaveofluxury

consumersisalsodrivinguptheuseofmobileasaprimaryshoppingchannelforluxuryalongwithallotherretailsectors.

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FRANCELUXURY|SUSTAINABILITY&SECONDHAND

12|InternetRetailing|April2025

Sustainabilityandsecondhand

From‘slowlife’tovalue-for-money,sustainabilityisakeydriverofluxurysales–andFrenchconsumersare

embracingitkeenly

Asw