Italia Oggi: Lusso, i giovani dettano le regole: non più esclusività, ma esperienza. Anche in condivisione

Our collaboration with Kantar on the Luxury Study 2025 has been featured in Italia Oggi’s article "Lusso, i giovani dettano le regole: non più esclusività, ma esperienza. Anche in condivisione".

Here’s how the article introduced the study:

Il lusso non è più esclusività, ma esperienza. Il nuovo consumatore, giovane e consapevole, sta riscrivendo le regole di un’intera industria. Cambia il lusso, e con esso cambiano aspettative, comportamenti e strategie dei brand. A confermarlo è il Luxury Study 2025 di Kantar, realizzato in collaborazione con Altiant, società specializzata in ricerche sui consumatori ad alto reddito.

Read the full article here

Fashion Network: From ownership to experience: how young buyers are reshaping luxury

Our research was featured in Fashion Network’s article "From ownership to experience: how young buyers are reshaping luxury".

Here’s what they said about our findings:

As the luxury industry faces a complex economic climate, it is also undergoing a major transformation in the way wealthy consumers shop. Younger buyers, in particular, are shifting their focus from status to meaning and emotion, embracing what researchers call "de-linearized luxury"—immersive experiences beyond traditional retail channels. This evolving dynamic is a central finding of "New Desires, Luxury De-Structuring," a study conducted by marketing data firm Kantar Insights and research group Altiant.

Read the full article here

láRECLAME: Étude Kantar x Altiant : comment les jeunes redéfinissent le luxe en 2025

Our collaboration with Kantar was recently featured in laRéclame’s May 20 article “Étude Kantar x Altiant : comment les jeunes redéfinissent le luxe en 2025”.

The article highlights that young Affluents are redefining luxury by prioritizing experiences over ownership, with strong interest in spas, luxury hotels, gastronomy, and new access models such as second-hand purchases, rentals, and co-luxing.

The luxury sector is at a turning point. After years of almost universal growth, only 33% of luxury houses reported progress in 2024, compared with 95% in 2021–2022. Faced with an economic slowdown and rising expectations, luxury seems compelled to reinvent itself. Kantar—in partnership with Altiant—conducted an exclusive study among high-income clients in France, the United States, China, and the United Arab Emirates, revealing a profound shift in expectations, particularly among young Affluents (under 35).

Read the full article here

CB NEWS: LES "AFFLUENTS" DANS LE LUXE

Our collaboration with Kantar on the Luxury Study 2025 has been featured in Les Échos’ article "Le luxe bousculé par les jeunes affluents".

Dans l’étude Kantar x Altiant, les “Affluents” correspondent aux top 10 % à 1 % de revenus dans chaque pays étudié. Ce qui en fait une cible stratégique pour les marques de luxe, sans être exclusivement "ultra-riches". Ces jeunes Affluents de moins de 35 ans "fondée sur un échantillon rigoureusement vérifié de personnes à haut revenu à travers des marchés clés dans le monde, met en lumière de puissantes opportunités ainsi que des défis majeurs pour les marques de luxe" précise, dans un communiqué Lars Long, CEO d’Altiant. 

Read the full article here

Journal du Luxe: Les High Net Worth Z dans le viseur du luxe

Our study about HNWZ's desires and their future impact on luxury was featured in Journal De Luxe’s article “Etude : les High Net Worth Z dans le viseur du luxe”.

“Pour l'heure, les HNWI restent le groupe qui stimule les ventes de luxe, tandis que les HNWZ sont plus susceptibles d'influencer directement ou indirectement les décisions d'achat", résument les auteurs de l'étude. D'influencé à influenceur.

Read the entire article here.

Luxury Daily: Luxury travelers to prioritize wellness experiences in 2025: Altiant

Our research was featured in Luxury Daily’s article "Luxury travelers to prioritize wellness experiences in 2025: Altiant".

“Today, affluent individuals and HNWIs are moving beyond health to seek meaningful experiences that rejuvenate the mind and foster a deeper sense of purpose,” said Meryam Schneider, chief marketing officer at Altiant.

Read the article here.