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.

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Le Figaro/Économie: Comment évoluent les aspirations des clients du luxe?

Our work with Kantar Insights has been featured in Le Figaro/Économie’s article "Comment évoluent les aspirations des clients du luxe?".

Les résultats ont été restitués au Georges V en avant première le 3 avril dernier, grâce à la médiation d’Anne-Lise Toursel et Françoise Hernaez, respectivement directrice générale et directrice conseil luxe au sein de Kantar. Menée avec Altiant, cette étude vise à mieux comprendre les comportements des clients du secteur du luxe. 600 répondants à très hauts revenus y ont participé (dont 50 % ont moins de 35 ans), originaires de Chine, des États-Unis, des Émirats Arabes Unis et de France. Leurs profils sont très variés, d’autant que les attentes sont très spécifiques en fonction des pays.

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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.

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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).

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