2025年奢侈品客户指数：赢回志向型奢侈品客户 Winning back aspirational luxury clients EY 2025 Luxury Client Index

Winningback

aspirationalluxuryclients

EY2025LuxuryClientIndex

Foreword3

Motivationsandvalues7

Managingbarriersandpurchaseintentions17

Purchaseexperience23

Newoffersandopportunities33

Toprecommendationsformaisons53

Keycontactsandcontributors60

Appendix:Studymethodology62

3|LuxuryClientIndex:winningbackaspirationalluxuryclients

Fordecades,theluxurysectorhasenjoyed

double-digitgrowth,reachingaglobalvalue

of€363billion(Reuters2025),inpartdueto

wealthexpansioninnewmarkets.Butinthefaceofaneconomicdownturn,andmoresubdued

spendingfrommarketssuchasMainlandChina,

thesectorasawholehasbeenseeingasignificantslowdown,sparkingprofitwarningsacrossthe

industryandaUS$240billionfallinEuropean

luxurysharesoverthecourseofjustafewmonths(Bloomberg2024).

Salesreportsindicatethatwealthyclientsare

maintainingorevenincreasingtheirspendwithluxurymaisons(brands).Maisons’struggle

tomaintainsalesoftencomesdirectlyfroma

decreaseinnewclientacquisitionandadecreaseinspendfromtherestoftheircurrentclients.

Thiscouldbeareflectionoftoughereconomic

conditions,withglobalgrowthforecastsrevised

downward(OECD2025),alongwiththepossibilitythatpriceelasticityhasnowreachedaceiling.

Theluxuryparadoxstillstands:Themore

desirableabrandbecomes,themoresalesgrow,themorepeoplewearbrands,thelessdesirablethebrandbecomes.Inthiscomplexcontext,whatcanbrandsdotoretainclientloyalty?

Withawealthofexperiencesupportingthe

transformationofindustry-leadingluxury

companies,anewLuxuryClientIndexisbeing

launchedasanEYinitiative.Thisyear,wefocusonthepurchasedriversforaspirationalluxuryclients,tohelpmaisonsnavigatethecurrentmarket

slowdownbyprovidingaclearunderstandingoftheaspirationsofaspiringluxuryclientsandidentifyingactionableleverstowinthemback.

Wewantedtocomprehendtherealstateofthe

markettoday.Whatmattersto,andinfluences,

aspiringluxuryclientswhenpurchasingluxury?

Whatmeaningdotheyputbehindoverused

termssuchas“quality,”“experience”and

“sustainability”?Howsatisfiedaretheywiththe

currentprice/valueparadigm,andhowdothey

behavewhentheyfeelmaisonsarenolonger

offeringtruevalue?Whatdesiredotheyhaveforluxury,andwhatlevelofconfidencedotheyholdinanyfutureluxuryspend?Howsatisfiedaretheywiththein-storeandonlineexperiences?

Goingbeyondcurrentstatus,weexplorethe

driversofsatisfactionandanewrevenue

generationpathforluxurymaisons,from

improvedpurchasejourneystothedevelopmentofnewoffers,includingluxuryexperiencesand

thebuild-outofacertifiedpre-ownedbusiness

model.Wehighlightgenerational,geographicandspendvariationstocreateacompleteoverview

thatsupportsbusinessleadersacrossroles.

Luxurymaisonsareatacrossroads,andthis

difficultperiodmaybejusttherightmomentto

challengecommonlyacceptedbeliefs,strengthenluxuryessentialsandmovetowardbusiness

modelsthatarenotonlyrevenue-generatingbutalsotrulysustainable.

RachelDaydou

Partner,LuxuryAI&SustainabilityHub,EYAdvisoryFrance

DavidNaïm

EYEuropeWestManagingPartnerConsumer&HealthIndustries

TABLEOFCONTENTS

4|LuxuryClientIndex:winningbackaspirationalluxuryclientsTABLEOFCONTENTS

Executivesummary

Whatdoluxuryclientsreallywant?It’sacriticalquestionatatimewhenmaisonsarefacingfallingsalesandclientsinparticulararestrugglingto

justifypremiumpurchases.Maisonshaveincreasedpricesdramaticallyoverthepastfewyears,tothepointwhereeventhosewhocaneasilyaffordaluxuryitemarethinkingtwiceaboutwhetherittrulyrepresentsvalueformoney.

Lookingbeyondpurespendingpower,wewantedtounderstandthedeepervaluesanddesiresthatinfluenceluxuryconsumptionandconsiderthewaysinwhichmaisonsmaybeabletostrengthentheiroffersandtheirrelationshipswithclients.Inspring2025,weconductedoriginalresearchtodelveintothesequestionsbyconnectingwithclientsacrossmultiplegeographiesandgenerations,andcreatingfivedistinctaspirationalluxuryclientsegmentsthatarehighlightedinthisreport.

Qualityaboveall

Whatwefoundisthatthree-quartersofaspiringclientsareprioritizingqualityaboveallelse.Owningsomethingofqualityismoreimportantthanexclusivity,celebrity

endorsement,personalizationandevenprice.This

meansthatclientswillbelookingcloselyatrelated

elements,suchascraftsmanshipandbrandheritage.

Thereisalsoevidencethatclientswouldliketosee

sustainableprinciplesembeddedatadeeperlevel,

includingtheuseofmoreinnovativematerialsandanassuranceofthekindofproductcaliberandlongevitythatbuildslastingbrandrelationships.

Inatimeofeconomicuncertainty,clientsarefiscally

consciousenoughtobeputoffbywhattheyfeelisaninflatedpricetag.Morethanjusttheinherentvalueofanitem,aspiringclientswanttofeelembracedbythe

fullluxuryexperience,whetherthat’sthroughaccesstoexclusiveproductsoraninvitationtoabrandparty.Tovalidatetheirdecisiontospendalotofmoney,clientsneedsomethingthatlower-endretailersareunabletoprovide.

Expandingthebranduniverse

It’sclearthataspirationalclientsneedtobecultivated,withbrandengagementand

experiencesthatmakethemfeelpartofthebrandjourneyandthatinculcatethekindofloyaltythatleadstorepeatpurchases.Rightnow,thatisonlyhappeningselectively.Two-thirdsofaspirationalclientsspendingunder€5,000peryeararenotbeingofferedabrandexperiencealongwiththeirpurchase,eventhough83%indicatedthatsuch

experienceswouldmakethempurchasefromabrandagain.Atthesametime,thereareclientsegmentseagertopayforhigher-levelexperiences,suchasluxurytravel,whichmaisonscouldintroduceasanextensionoftheirbrandoffer.

Thereisalsoatremendousopportunityformaisonsinthegrowthofnewbusinessmodels.Despiteaboomingmarketinpre-ownedluxuryitems(Luxonomy2024),

manyclientsareputoffbysuspicionsaroundauthenticityandcondition,but54%wouldpurchaseapre-ownedproductdirectlyfromaluxurymaison.Similarly,50%wouldconsiderrenting,insteadofbuying,bothforconvenienceandevent-specificsuitability—providingscopeforrepeatbusinessandbrandloyalty.Offeringclientsaccesstolimited-editionproductsthroughasubscriptionserviceisanotherwaytobuildintrigueandadherence.

Whatallofthisdemonstratesisthatconnectingwithclientsonthemostpersonal

levelpossibleisessentialtotheongoingbuoyancyofmaisons.Profoundengagementacrossandbeyondplatformsiskeytodevelopingthekindofbrandcommunitythat

shoresupallegiance.

5|LuxuryClientIndex:winningbackaspirationalluxuryclientsTABLEOFCONTENTS

Segmentprofiles

Inourexplorationjourney,weidentifiedfiveaspirationalluxuryclientsegments.

Eachsegmentdemonstratesdistinctbehaviorsandattitudestowardluxury,offeringausefulframeworkforrefiningtargeting,messagingandexperiencedesign.

SEGMENTNAMES

Flexible

aspirationalluxuryclients

DEFINITION

Occasionalclientswithlowercurrentspend(spendinganaverageof€5,500)butstrongfuture

potential(indicatingthattheirappetiteforspendonluxurywillincreaseinthenext12months);value-drivenandopentopre-owned(two-thirdsarewillingtopurchasecertifiedpre-ownedluxuryproducts)

%OFSURVEYPOPULATION*

Prestige

aspirationalluxuryclients

High-spending(spendingonanaverageof€8,500),veryregularclients(majoritybuymorethanthreeluxuryitemsperyear);motivatedbyexclusivity,experiences,andbrandprestige

28%

Discerning

aspirationalluxuryclients

Consistenthighspenders(spendingonanaverageof€9,500)whovalueinnovationandexclusivitybutapplyamorerationallenswhenassessingworth

28%

Drifting

aspirationalluxuryclients

Price-sensitive(morethanhalfdidnotproceedwithatleastoneadditionalluxuryproductpurchasein

thelastyearasaresultofhigherprice),lowerengagement(themajoritypurchaseluxuryitemsrarely,

occasionallyorsometimes(oneortwotimesperyear)anddecliningorstagnantfuturespend(indicatingthattheirspendonluxurywilleitherremainthesameordecreaseinthenext12months)

22

Beyond

aspirationalluxuryclients

Thewealthiestsegment:householdincome€400,000+andluxuryspendof€10,000+inthepastyear

5%

Eachsegmentdemonstratesdistinctbehaviorsandattitudestowardluxury,offeringausefulframeworkforrefiningtargeting,messagingandexperiencedesign.

*Thetotalacrosssegmentswillnotaddupto100%,asaportionofthesurveypopulationdidnotfallintoanydefinedsegment.

6|LuxuryClientIndex:winningbackaspirationalluxuryclientsTABLEOFCONTENTS

Eightkeyinsightsintoaspiringluxuryclients’luxurypurchasedrivers

1

Exceptionalqualityistheessenceofluxury,butstatusstillholdssway

Seventy-onepercentofclientssaidtheyareprimarilydrivenbyadesiretoownhigh-qualityproducts,and32%statedthattheybuyluxuryfashionasamarkofstatus.Prestigeaspirationalluxuryclients

(42%)anddiscerningaspirationalluxuryclients(34%)aresignificantlymoredrivenbythedesirefor

statusthanothersegments.ThistrendismostpronouncedamongMainlandChina-basedclients(44%).

2

Sustainabilityisasimportantasprice,butclientswantinnovationandvalidation

Nearlyathird(31%)ofclientsrankedsustainabilityamongthetopfivefactorsinfluencingpurchase;

overallatnumbereight,abovepriceatnumbernine.ClientsintheUK(43%)andinMainlandChina(37%)arethemostfocusedonsustainability.Wealsofoundthatenvironmentalconcernsrisewithpurchase

frequency:42%ofbeyondaspirationalluxuryclientsrankedsustainabilityamongtheirtopfivefactors.

Sixty-ninepercentofthemvaluesustainablepackaging,and63%lookforinnovativematerials.

3

Thequality-pricedisconnectisdrivingclientsaway;flexiblepaymentscanhelpretainthem

Sixty-twopercentofrespondentssaytheyhaveconsideredbuyingaluxuryproductinthepastyear

anddecidedagainstit.PricehasemergedastheNo.1reasontojettisonapurchase.GenXclientsaremostlikelytodropapurchase,citinghighcostasthereason(38%).MorethanhalfofclientsinJapanandtheUKwouldprefertodelaytheirpurchaseandbuylater.InMainlandChina,insteadofwaiting,clientsseekflexiblepaymentoptions(50%)andhigh-qualityalternativessuchasdupes—aproduct

thatcopiesthedesignofaluxurymaisonproductwithoutthemaison’slogo(25%).

4

In-storeshoppingremainsmostrewardingamidtheriseofomnichannel

Whenaskedabouttheirlatestluxurypurchases,75%ofclientssaidtheyboughtfromabrandstore.

Offlinestoresremainthepreferredshoppinglocationfor53%ofclients,but33%aretrueomnichannelclients,21pointsabovepureonlineclients.Beyondaspirationalluxuryclientsvisitbrandwebsitesonlytoaccessinternationalbrands(20%)orforthebenefitofwiderproductselection(20%),rankedasNo.1.youngergenerationspreferonlinechannels:17%ofGenZvs.10%ofbabyboomers;and41%ofGenZpreferacombinationofonlineandofflinechannels,comparedwith24%ofbabyboomers.

5

Butartificialintelligence(AI)poweredfeaturescanimproveonlineshoppingexperience

MostrewardingonlineshoppingexperiencesincludeAI-poweredfeaturessuchaspersonalizedproduct

suggestionsandenhancedproductvisualizationasasnumbersoneandfourrespectively.Thirteenpercentofbeyondaspirationalluxuryclientsagreethatpersonalizedsuggestionswouldbethefeaturethatwouldmostenhancetheironlineshoppingexperience,while11%ofprestigeaspirationalluxuryclientsagreewiththisstatement.

6

Maisonsonlyofferexperiencestoselectedclients

Wefoundthatovertwo-thirdsofclientsspendinglessthan€5,000inayearhavenotbeenofferedanykindofexperienceinthelast12months.

7

Clientsarewillingtopayforthemostvaluableexperiences

Astriking70%ofclients(and47%ofclientsspendinglessthan€5,000peryear)saidthatifamaisondidnotofferthemacomplimentaryexperiencealongsidetheirpurchase,theywouldnonethelessbewillingtopaytoenjoyone.AnotablyhigherpercentageofGenZ(79%)andclientsinMainlandChina(84%)agreedwiththisstatement.

8

anewmarketwithproducts

Maisonscancreatecertifiedpre-owned

Thirty-eightpercentofclientsalsopurchasesecondhand.Manyofthosewhodonotareworriedabouttheauthenticityofpre-ownedproductsfoundonthird-partyplatforms.Morethanhalfofallclients

indicatedtheyarewillingtopurchasecertifiedpre-ownedproductssolddirectlybymaisons.

Motivationsandvalues

TABLEOFCONTENTS

Doesstatusstilldriveluxurypurchasesforaspiring

luxuryclients?

Luxuryhaslongbeenconsideredasymbolofstatus,signaling

wealth,socialstandingandexclusivity.Buttoday,luxuryisnolongerjustaboutstatus—it’saboutinherentandperceivedvalue.Clients

aremorelikelytoseekemotionalfulfilmentfromtheirpurchases,gravitatingtowardbrandsthatofferauthenticity,strongethicsandasenseofpersonalconnection.Theywantexperiencesthatare

notonlyuniqueandexclusivebutalsoalignedwiththeirvalues—especiallyaroundsustainability,whichhasbecomeanimportantconsiderationinpurchasingdecisions.

Thebeliefthatluxuryexemplifiesrarity,craftsmanshipand

timelessnesshasbeenstrengtheningtheconnectionbetweenluxuryandquality.Clientsexpectluxuryfashiontodemonstrateexcellencethroughtheminutestdetailsindesign,productionandexperience.

Whetherintheformofacouturestitchortheintegrityofthe

materialsused,clientsequateluxurywiththepursuitofexceptionalquality—thekindthatcannotbereplicatedatscaleorspeed.

8|LuxuryClientIndex:winningbackaspirationalluxuryclients

MOTIVATIONSANDVALUES

Thissurvey'sinsightsintomotivationsandvaluesareinvaluablefor

understandingclientdecision-making,particularlythenuancesacrosskey

markets.Thisunderstandingwillenableustodevelopmoreefectivego-to-

marketstrategies.

JackWu

ManagingDirectorofRegionalMarkets,ClientandE-Commerce,Dunhill

TABLEOFCONTENTS

Intrinsicvaluetrumpsextrinsicmotivationsasthemainmotivationtopurchaseluxury

Luxurymayholddifferentmeaningsforclients—from

symbolizingstatus,rewardingachievementsandchasingtrendstofindinggratification—butqualityoutranksall

ofthese.Ourfindingsdemonstratethatnothingdrivesclientstowardluxuryasmuchastheirrequirement

forexceptionalquality.Whenprobedontheirprimarymotivationtobuyluxurygoods,closetothree-quarters(71%)expressedadesiretoownhigh-qualityproducts,comparedwiththe56%whosaidthattheybuyluxuryfashionasarewardforpersonalachievement.

Whilequalityisunquestionablyexpected,clientsarestillinfluencedbyexternalfactorssuchasstatussymbolismandsocialmediatrends.Thedesiretoownandwear

luxuryasanemblemofwealthandsocialstandingrunscountertotheviewthatquietluxuryisadominanttrend.Overall,32%ofclientssaidthattheybuyluxuryfashionasamarkofstatus,and10%dosobecauseofthe

influenceofcelebritiesorsocialmediatrends.

Amongoursegments,42%ofprestigeaspirational

luxuryclientsand34%ofdiscerningaspirationalluxury

clientsaresignificantlymoredrivenbythedesire

forstatusthanclientsonthelowerendofthespend

spectrum—withjust27%offlexibleaspirationalluxury

clientsand23%ofdriftingaspirationalluxuryclients

claimingthisasamotivatingfactor.Beyondaspirationalluxuryclientsaremoststronglymotivatedbyquality

(82%)but,interestingly,asignificantproportionofthis

segment—40%—arealsodrivenbystatus.Thissuggeststhatwealthyclientsarestillconcernedwithsocietal

perception,usingluxurypurchasestoindicatehighstanding.

ThistrendisalsoprominentamongclientsinMainland

China,wherethehighestproportion—44%—claimstatusasaprimarymotivationtobuyluxuryfashion.

Wehavealsoobservedsomestrikinggenerational

differencesinpurchasedrivers.Babyboomersare

drivenmorebytangibleindicators,suchasquality,

thansymbolicdrivers(statusandrewardforpersonal

achievement).Inoursurvey,while40%ofGenZclientsaredrivenbystatus,lessthanhalf—18%—ofbaby

boomersfeelthisway.ForGenZ,otherdrivers,such

asrewardingpersonalachievement(59%)andsocial

influencefromcelebritiesandmedia(12%),alsoplayamuchstrongerrolethantheydoforbabyboomers,forwhomthesefactors—personalreward(42%)andsocialinfluence(2%)—aresignificantlylessrelevant.

9|LuxuryClientIndex:winningbackaspirationalluxuryclients

TheresultsofthissurveyconfirmwhatDelvauxhasalwaysstoodfor:

Luxuryclientsprimarilyexpect

quality,craftsmanship,emotion

andexclusivity.Foundedin1829,

Delvauxistheoldestleathergoodscompanyintheworld.These

expectationsarenotnewtous—

theyhavebeenourguidingprinciplefornearlytwocenturies.Today,ourchallengeistobringthemtolifeinthedigitalrealmaswell,withthe

samecommitmenttoexcellence,eleganceandpersonalexperience.

VincentGuillet

R&DandInnovationDirectorDelvaux(Richemont)

MOTIVATIONS

VALUES

AND

TABLEOFCONTENTS

VALUES

AND

MOTIVATIONS

Figure1

Whichofthefollowingoptionsbestdescribesyourprimarymotivationtobuyluxuryfashionproducts?(N=1,672)

71%

56%

32%

10%

DesireRewardforStatusInfluenceof

toownpersonalsymbolcelebrities,

high-qualityachievementinfluencers

itemsorsocial

circles

IntrinsicExtrinsic

Datasegment:spending

Statussymbol

Spending

Desiretoown

high-qualityitems

20%

€2,500–€4,999

68%

32%

€5,000–€7,499

67%

35%

€7,500–€9,999

75%

40%

€10,000or

more

78%

Datasegment:generation

Desiretoownhigh-quality

items

Statussymbol

Rewardforpersonalachievement

GenZ

63%

59%

40%

Millennials

72%

58%

33%

GenX

72%

53%

29%

Babyboomers

75%

42%

18%

Datasegment:clientsegment

82%

76%

70%58%

65%55%

69%

57%

55%

50%

40%

42%

34%

27%

23%

FlexiblePrestigeDiscerningDriftingBeyond

mStatussymbolwRewardforpersonalachievementDesiretoownhigh-qualityitems

TABLEOFCONTENTS

10|LuxuryClientIndex:winningbackaspirationalluxuryclients

VALUES

AND

MOTIVATIONS

Logosremaindesirableaspurchase

decision-makingfactors,evenamidthequietluxurytrend

Thereareseveralfactorsconnectedtotheoverarchingdesiretoownaqualityproduct.Inoursurvey,62%of

clientsrankedthequalityoffabricasoneofthetop

fivedriversthatinfluencedtheirmostrecentluxury

purchase,followedbyanotherideallinkedtoquality—

brandheritage(48%).Bothofthesesitalongwayabovepersonalization(30%)andprice(30%).Exclusivityalso

ranksaboveprice,with42%ofclientsrankingitamongthetopfiveinfluencingfactors.

Inafurthercontradictionofthequietluxurytrend,we

foundthatthepresenceofalogostillholdsappealfor

aspirationalclients,with26%rankingitamongtheirtopfivepurchasefactors,comparedwithjust12%whoprefertheabsenceofalogo.Interestingly,themajorityofthosewhofavorlogovisibilitycitedadesiretoownhigh-qualityitemsasakeymotivation,furthersuggestingthatlogosmaybeperceivedasastrongsignalofqualityassuranceinluxurypurchases.

Wenotedsomedistinctvariationsinpreferences

basedongeographiclocation.QualitywasthebiggestmotivatorformostUK-basedclients,withthehighestproportion—82%—indicatingthatqualityoffabricwasoneoftheprimaryfactorsdrivingtheirmostrecent

luxuryfashionpurchase.InMainlandChina,fabric

qualityisalowerprioritythanbrandheritageand

craftsmanship,whileexclusivityisofnoticeablyhigherimportancetoclientsinFranceandJapan.

Wealsofoundthatoldergenerationsaremorelikelytovaluequalityandcraftsmanship,whiletheinclinationtoseekpersonalizationdecreasesforthisgroup.Among

thetopfivefactors,57%ofGenXand53%ofbaby

boomersareinfluencedbycraftsmanship,muchmorethanGenZ(34%)andmillennials(45%).Brandheritageisimportantto58%ofGenXand56%ofbabyboomers,comparedwith42%ofGenZand45%ofmillennials.

Butyoungergenerationsplaceagreateremphasisonexpressingtheirpersonalstyle.While33%ofGenZseepersonalizationasatop-fivefactor,only26%ofGenXandbabyboomersfeelthesame.Additionally,youngergenerations,especiallymillennials(28%),exhibita

strongerintenttodisplaytheirstatusthroughlogos,comparedwithjust19%ofbabyboomers.

TABLEOFCONTENTS

11|LuxuryClientIndex:winningbackaspirationalluxuryclients

VALUES

AND

MOTIVATIONS

Figure2

Pleaserankthefollowingfactorsintheorderofimportancebasedonhowtheyinfluencedyourdecisiontobuytheluxuryfashionproductyoulastpurchased.(N=1,672)

62%

48%

46%

46%

46%

44%

42%

31%

30%

30%

26%

19%

17%

12%

Qualityoffabric

Brandheritage

Craftsmanship

Innovation(materials,design)

Long-termproductvalue(e.g.,resalepotential,timelessness,etc.)

Bestfit

Exclusivityorscarcity

Keyfactorsforclients’purchasedecision—Sumoftopfiveranks

Keyfactorsforclients’purchasedecision

Datasegment:spending

+—

Datasegment:generation

GenZ

Millennials

GenX

Babyboomers

Qualityoffabric

€2,500–

€4,999:72%

€5,000–

€7,499:59%

62%

59%

66%

69%

Sustainability

€10,000or

more:35%

€2,500–

€4,999:22%

36%

34%

22%

23%

Personalization

€5,000–

€7,499:37%

€2,500–

€4,999:22%

33%

32%

26%

26%

Absenceoflogo

€5,000–

€7,499:14%

€10,000or

more:9%

15%

13%

10%

11%

PresenceofLogo

€7,500–

€9,999:28%

€10,000or

more:21%

26%

28%

23%

19%

+

—

Representsthehighestvaluewithintherespectivesegment

Representsthelowestvalue

withintherespectivesegment

Sustainability

Personalization

Datasegment:clientsegment

Productprice

65%

64%

64%61%

53%

Presenceoflogo

Celebrityorinfluencerendorsement

39%38%

34%

28%33%

31%

26%

24%

42%29%

Locallymade

FlexiblePrestigeDiscerningDriftingBeyond

Absenceoflogo

Qualityoffabric

Sustainability

Personalization

TABLEOFCONTENTS

12|LuxuryClientIndex:winningbackaspirationalluxuryclients

VALUES

AND

MOTIVATIONS

Sustainabilityisasignificantfactorinfluencingpurchase

Amongluxurypurchasedrivers,sustainability(31%)sitsalmostatthesamelevelasprice(30%).

However,therearesegmentaldifferences.Whileprice

sensitivitydecreaseswithincreasingspend,thefocus

onsustainabilityalsoincreases.Discerningaspirationalluxuryclients(25%)andprestigeaspirationalluxury

clients(28%)showgreaterindifferencetoprice,

comparedwiththeaverageof30%.Evenless—only15%

—ofbeyondaspirationalluxuryclientsrankeditamong

thetopfivefactors,yetasignificantproportionofthem—42%—highlightedsustainabilityasaprominentfactor,wellabovetheaverageforflexibleaspirationalluxuryclients

(28%)anddriftingaspirationalluxuryclients(24%).

ClientsfromtheUKregardsustainabilityasasignificantconsiderationwhenmakingpurchasedecisions,with

43%rankingitamongthetopfivefactors,compared

with31%overall.Incomparison,only18%ofFrance-

basedclientsprioritizesustainabilitywhenmakingluxurypurchases.Meanwhile,France-basedclientsplacegreateremphasisontraditionalaspectssuchascraftsmanship

orexclusivityoversustainabilityconcernswhenchoosingluxuryproducts.

Unsurprisingly,youngerclientsaremorefocusedon

sustainabilityasaluxurypurchaseconsideration.Thirty-sixpercentofGenZand34%ofmillennialsranked

sustainabilityamongtheirtopfivefactors,reflecting

theirhighlevelsofenvironmentalawarenessandconcernforsocialresponsibility.Incontrast,oldergenerations

arelesslikelytoprioritizesustainability,withonly22%

ofGenXand23%ofbabyboomersindicatingitasakeyfactorinfluencingpurchasedecisions.Thisdifference

maybeattributedtotheincreasedexposureofyoungergenerationstoclimateconcernsthrougheducation,

socialmediaandactivism,boostingtheirfocuson

sustainableconsumption,whereasolderclientscontinuetoprioritizetraditionalluxuryvaluessuchasexclusivityandbrandprestige.

TABLEOFCONTENTS

13|LuxuryClientIndex:winningbackaspirationalluxuryclients

VALUES

AND

MOTIVATIONS

Figure3

Pleaserankthefollowingfactorsinorderofimportancebasedonhowtheyinfluencedyourdecisiontobuytheluxuryfashionproductyoulastpurchased.(N=1,672)

Sustainabilityasafactorinfluencingpurchase

UK

43%

Productprice